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A nation must think before it acts.
As Russia amassed thousands of troops and tanks on Ukraine’s border at the end of 2021 and the threat of nuclear war loomed large, Ukraine’s leadership ramped up a distinctly non-physical counter-offensive. President Volodymyr Zelensky and his tech savvy team focused on building a communications machine harnessing social media messaging, marketing savvy and celebrity to fight Russia digitally as well as directly on the battlefield. Never has a sitting president relied so heavily on various social apps to communicate both at home and abroad, and to build Ukraine’s brand. Whether or not this strategy is sustainable amidst a protracted war and short internet attention spans is yet to be seen, but Zelensky has made a case for marketing war that other leaders are sure to follow.