National Business, June 2024. "The dogs bark, but the caravan goes on."

Interview with Marina E. di Cervini, pioneering a unified strategy in personal branding. Marina is a publisher, documentary producer, speaker, media coach, entrepreneur, writer. She was educated in Law, Diplomacy, Journalism, Business, ESG. "In the symphony of business, we orchestrate an ensemble of creativity, strategy, and sustainability, playing each note to resonate with the future." — Marina E. di Cervini.

NB: Your unique approach to personal branding integrates book publishing, film production, and copyright consulting. How does this converge into a unified strategy at Excalibur Holding?

M.C.: At Excalibur Holding, we view the creation of a personal brand as an intricate, comprehensive process. From the initial stages of developing a book concept or screenplay, through to the production of a short film, each phase is crucial in fortifying our clients' personal brands. We offer specialized copyright consulting to safeguard their creative assets. Our trilingual capability in English, French, and Russian broadens our reach, providing boutique services to a diverse clientele.

NB: How do the principles of neuro-linguistic programming and your EMBA knowledge influence your strategic approach?

M.C.: Leveraging NLP and EMBA insights enables us to deeply understand and meet our clients' needs while effectively managing their projects. This blend of psychological insight and business acumen allows us to craft strategies that not only respond to current market demands but also anticipate and shape future trends.

NB: What key advice would you offer to small and medium-sized businesses aiming to globalize in today's economic climate?

M.C.: Small and medium-sized enterprises must diligently analyze international markets and tailor their products to meet the cultural and economic conditions of their target nations. I advise forming strategic local partnerships to ease market entry and reduce risks. It's equally crucial to continuously enhance the skills of both yourself and your team to ensure adaptability to the ever-evolving international landscape.

NB: How does your commitment to sustainable development influence your corporate culture?

M.C.: Sustainable development is at the core of our business philosophy. We approach decision-making with a long-term perspective, striving for enduring value over immediate gains - much like a chess player strategizes for the checkmate. Our ethos echoes the steadfastness of the Asian perspective: amidst a rapidly changing world filled with challenges, we stay the course, firmly focused on our mission. As one of my business partners eloquently puts it, "The dogs bark, but the caravan goes on."