Sofía, December 24th, 2024

Newtrend is a global business growth partner, offering comprehensive solutions for companies worldwide. Since 2013, the agency has specialized in strategic marketing, business coaching, and technical development, with a focus on IPOs, M&As, and digital transformation. With offices in Sofia, Belgium, and Bangkok, and a team with over 25 years of international experience, newtrend has built strong partnerships with global organizations like UNDP and Expedia, as well as leading brands such as Raiffeisenbank. Through the BRAVO marketing framework, which was presented on the TEDx stage, newtrend delivers measurable business results, focusing on innovation, functionality, and exceptional design. The agency is committed to transforming ideas into reality and positioning businesses for long-term success in today’s competitive global market.

Ivelina Atanasova – Genchev is the CEO and Founder of Newtrend Agency. In an interview with TIA, she shared how her passion for digital innovation and empowering women inspired her to create the agency, and explained what sets Newtrend apart in today’s competitive market. She also discussed some of her recent initiatives, such as the BRAVO certification program, and highlighted how her focus on digital transformation and strategic marketing is making a significant impact on businesses globally.

Thank you for joining us again, Ivelina! To start, could you share how life has been treating you recently, and what inspired you to write your first book, The BRAVO Method?

Life has been both exciting and purposeful. As someone who consults startups and public companies on preparing for IPOs, managing their brand strategies to keep investors engaged, and supporting sales processes to increase company value, I’ve seen firsthand how critical the right tools and frameworks are for success. This realization, combined with my passion for empowering entrepreneurs, led me to create The BRAVO Method.
The BRAVO Method isn’t just a book—it’s a practical guide for entrepreneurs, freelancers, and small businesses looking to overcome the challenges of building and managing global brands. Whether you’re struggling with limited resources, navigating investor expectations, or looking for a way to validate the quality of your work on the global stage, this framework offers actionable strategies to help you grow confidently.
The book also speaks directly to female entrepreneurs who often face unique barriers in their journey. It provides a roadmap for creating scalable brands, connecting with supportive networks, and making strategic decisions that build value over time. Through practical insights and proven methodologies, readers can learn how to attract the right investors, stabilize their business growth, and make a lasting impact in their industries.

If you’re a business owner, freelancer, or someone dreaming of starting a venture, The BRAVO Method is designed to give you the tools and confidence to succeed. It’s about equipping you to turn your vision into reality and ensuring that your brand resonates not only with your customers but also with potential investors and partners.
Ultimately, my hope is that this book inspires you to dream bigger and shows you that, with the right strategies and support, building a global brand is within your reach.

Your latest TEDx talk introduces the principles behind The BRAVO Method. What was it like to present these ideas to a global audience?

Presenting my TEDx talk, The BRAVO Method: The Secret to Global Brand Success, was an incredible experience. It was a chance to share a framework that has guided my work with global brands and entrepreneurs, while also demonstrating its universal relevance. The principles of The BRAVO Method go beyond business—they offer insights that can support personal growth and development, helping individuals navigate challenges and achieve alignment in their lives.
The talk highlighted how the framework helps companies scale, engage investors, and build sustainable brands. However, its foundational principles—clarity, alignment, and intentional action—are equally impactful in fostering personal growth. Now that The BRAVO Method is well-established, with the book, coaching, and certification programs already launched and the book currently being translated into English, it feels like the perfect time to explore its broader applications.
To that end, a 108-day workbook for personal development is already complete, and a 12-month program focused on working with archetypes to foster growth and self-awareness will launch in the spring. These new resources aim to make the framework accessible to anyone looking to apply its principles to their personal journey.
For those interested in staying informed about the English release of The BRAVO Method or the upcoming 12-month program, there’s an option to subscribe to updates. Additionally, I’m always open to connecting with individuals who want to explore how The BRAVO Method can support their growth—whether in business or personal life.
TEDx provided a powerful platform to demonstrate how a structured framework like The BRAVO Method can inspire and empower people across all aspects of life. The response reinforced the importance of sharing tools that create impact and help others navigate their paths with confidence and clarity.

You’ve launched a coaching, mentorship, and certification program with scholarships for female entrepreneurs, single parents, and startups. What motivated you to focus on these groups, and what impact do you hope the program will have?

The BRAVO certification and mentorship program is deeply rooted in my personal journey. My divorce was a challenging three-year process, prolonged by my ex-husband’s unwillingness to let go. When it was finally finalized, the financial support he provided for our son was just 80 EUR per month—barely 2.5 EUR a day. As a single mother, I carried the weight of raising my child alone under these circumstances for over 10 years before meeting my current husband. That experience was a stark reminder of how vulnerable women can be when they lack financial independence.
Many women remain in difficult or even abusive relationships because they don’t have the resources to break free. I’ve lived that reality, and it’s why I’m passionate about creating pathways for women to gain the financial and emotional strength they need to take control of their lives.
Single mothers, in particular, face unique challenges. On one hand, they juggle immense responsibilities—being the sole provider, caregiver, and emotional anchor for their children. On the other hand, entrepreneurship can offer a lifeline, allowing them to plan their time flexibly and build a future for themselves and their families. The struggles of single mothers, however, are distinct from those of female entrepreneurs more broadly. While entrepreneurship can empower single mothers, female entrepreneurs as a whole face systemic obstacles that make their journey disproportionately difficult.
One of the greatest barriers is fundraising. According to data from PitchBook, startups founded solely by women accounted for just 2% of the total capital invested in U.S. venture-backed startups in 2023. This inequity reflects a deep-seated bias in the business ecosystem. From my experience, it can sometimes feel easier to go public than to raise capital as a female entrepreneur.
The program I’ve launched addresses these challenges head-on. It offers not just business tools and mentorship but also scholarships that reach women who need support the most—single mothers, female entrepreneurs, and socially driven startups. It’s about equipping women with knowledge, confidence, and a network of role models to guide their journey.
Ultimately, my goal is to create a ripple effect. By empowering women to build sustainable businesses and achieve financial independence, we’re fostering a world where women have the freedom to thrive, not just survive. This program is my way of implementing the knowledge and experience I’ve gained to make that vision a reality.

How do you typically structure your workday?

I’ve found that structuring my workday in blocks is the key to staying productive while balancing multiple responsibilities. It’s a method I’d recommend to anyone managing diverse projects or roles. For me, three days of the week are dedicated entirely to client work, ensuring I can give each project the focus it deserves. The other two days are reserved for internal projects, ongoing initiatives, and mentoring. This separation allows me to maintain clarity and momentum while fostering innovation within my team.
One of the most fulfilling aspects of my work is collaborating with a team that I’ve built over the years. Some of my colleagues have been with me for more than a decade, and we share not just a professional alignment but also the same core values. Having this strong foundation makes our work more cohesive and enjoyable.
I also rely on the BRAVO framework to optimize processes, time management, and deliverables. It’s a system I’d encourage others to explore—it allows me to split my time between Brussels and Sofia, focus on strategic goals, and still enjoy weekends with my family.
My daily schedule is equally intentional. Mornings are reserved for operational tasks and emails, ensuring the day starts with clear priorities. Afternoons are dedicated to client meetings and collaborations, while the last two hours of the day are set aside for strategic thinking and product development. This routine not only keeps me ahead of deadlines but also creates space for innovation.
For anyone juggling a demanding schedule, planning ahead is crucial. It’s why my calendar is tightly managed—though it might seem inflexible, it guarantees that every commitment is fulfilled with care and attention. This approach has taught me that productivity isn’t about doing more; it’s about doing what matters, well and on time.

What are your main focuses at the moment?

At the moment, my work revolves around several transformative projects. I’ve always believed that a good business consultant must have experienced both the highs and the lows of running a business before advising others on managing their own. This principle shapes the way I approach every endeavor.
One of my key focuses is translating The BRAVO Method and its complementary book, coaching, and certification program into English. This step is vital in sharing the framework with a broader global audience and empowering more entrepreneurs to benefit from its structured, actionable approach.
On a more personal note, I just graduated my eMBA and now I’m in the process of moving to Brussels, where my husband has accepted a new role. This transition involves onboarding a new manager to lead our development and software company in Bulgaria, while I establish our office in Brussels. Balancing these professional and personal shifts has been both challenging and rewarding.
Meanwhile, I’m also exploring opportunities in the health industry through a new project focused on product development. Although this work is separate from BRAVO and my main consulting focus, it’s an exciting avenue for learning and growth that complements my broader entrepreneurial journey.
With so much happening, none of it would be possible without the incredible team I work with and the support of my family. These are intense yet inspiring times, and I’m motivated by the possibilities ahead as we continue to innovate, adapt, and grow.

Congratulations on expanding Newtrend’s footprint with new offices in Serbia and Brussels! What prompted this growth, and what opportunities do you see in these new markets?

Thank you! Expanding Newtrend’s presence has been a strategic move to diversify not just our markets but also our expertise and focus. Each location plays a unique role in delivering tailored solutions that align with our philosophy of thinking globally and acting locally.
In Serbia, we’ve built strong partnerships that allow us to collaborate within a dynamic and growing regional market. This expansion enables us to tap into local talent while supporting businesses in Southeast Europe with innovative and scalable solutions. Serbia serves as a bridge for collaboration in the Balkans, reinforcing our commitment to regional growth.
Brussels, as our EU headquarters, opens doors to opportunities within the European Union. Here, we focus on serving governmental and institutional organizations, leveraging our extensive experience in the NGO sector. This position allows us to engage with decision-makers and deliver impactful solutions tailored to the specific needs of European institutions.
In Bulgaria and across the Balkans, we host our headquarters, development center, and software company. This is where our top-tier development team excels, working with public companies and startups preparing to go public. Our focus in this region is on growth and stability, offering cutting-edge marketing and technology solutions to help businesses scale effectively.
Meanwhile, in Asia, with our operations based in Bangkok, we concentrate on fostering innovation and supporting startups and expanding businesses. This region is a hub for forward-thinking enterprises, and our work here aligns with the fast-paced nature of the Asian market.
An exciting opportunity that ties all these markets together is our BRAVO certification program. Through this initiative, we’re inviting freelancers and agencies to join our network and collaborate with us globally. By becoming certified, partners can gain access to a proven framework, elevate the quality of their services, and participate in a global network that fosters cooperation, growth, and shared success.
This program not only supports business growth but also reinforces our commitment to delivering consistent, high-value solutions for our clients while creating new opportunities for talented professionals around the world.

What challenges do you encounter when managing such diverse projects and initiatives, and how do you maintain balance across them?

Managing diverse projects and initiatives is both rewarding and challenging. Each endeavor has its unique dynamics, timelines, and objectives, and the key is to stay adaptable while maintaining a clear sense of priorities.
If I’m honest, none of this was part of a grand plan. As Steve Jobs said, “We can connect the dots from the perspective of the present.” Looking back, what I did was grasp each challenge as it came and transform it into an opportunity. For instance, during COVID-19, I had to navigate the sudden shift to virtual teams, which ultimately taught me how to manage operations efficiently across distances. Now, with all the travel that comes with being married to a diplomat, those early lessons have become invaluable in balancing global operations across Brussels, Bulgaria, Serbia, and Bangkok.
I rely on structure and the BRAVO framework to maintain clarity and focus. This system not only streamlines decision-making but also ensures that every project receives the attention it deserves. I work in well-defined time blocks, dedicating specific days to clients, internal projects, or mentoring, which allows me to be fully present in each role.
Trust in my team is another cornerstone. I’m fortunate to work with professionals who share my values and have supported our vision for years. Delegation isn’t just practical—it’s empowering, allowing us to move forward together without compromising on quality or innovation.
Maintaining balance also means protecting personal time. Weekends are reserved for my family, giving me the space to recharge and approach each week with renewed energy. This balance has been essential in adapting to the constant demands of global projects and frequent travel.
Ultimately, challenges are inevitable, but they can become opportunities when approached with the right mindset. Looking back, each step—whether expected or not—has contributed to where I am today, and I’m grateful for the lessons learned along the way.

The Business Clinic Program is a fascinating addition to Newtrend Agency’s offerings. Can you walk us through how this program differs from your other services and how it addresses the unique challenges businesses face?

The Business Clinic®️ Program is our ultimate solution for emergency cases and high-profile clients navigating critical challenges—whether it’s going public, fundraising, entering new markets, developing new products, managing mergers and acquisitions, or avoiding bankruptcy. It’s a laser-focused program where we work in close partnership with clients, involving only our top and most senior experts to deliver results within tight KPIs, strict timeframes, and limited resources.
What sets this program apart is its precision and adaptability. Unlike traditional consulting services, the Business Clinic is designed to handle urgent, high-stakes situations where there’s no room for error. We provide immediate solutions tailored to the client’s unique circumstances, leveraging our expertise to make strategic decisions that drive measurable impact.
The Business Clinic is also a trademarked program, which reflects our commitment to ensuring that what we promise, we deliver. This trademark protects our clients by guaranteeing that only certified experts using the BRAVO framework lead the process. It safeguards against competitors or unqualified individuals who might misguide clients or fail to meet our exacting standards.
Another key value lies in its flexibility. While maintaining an in-house emergency team is often cost-prohibitive, the Business Clinic offers businesses access to elite expertise on a project-by-project basis. This allows companies to address critical needs without long-term commitments, making it both effective and resource-efficient.
Before COVID, this service was offered locally, but we’ve since expanded globally. Today, we travel worldwide to work hand-in-hand with entrepreneurs and teams, ensuring that our approach is both collaborative and impactful. Whether it’s guiding a company through an IPO or helping it pivot in a crisis, the Business Clinic is designed to deliver transformative results when they matter most.

What role does storytelling play in strategic marketing, and how do you integrate it into your projects?

Storytelling is what makes marketing human. It’s how we connect with people on a deeper level—not just through facts or features, but through emotions and shared experiences. A good story doesn’t just explain; it resonates. It’s how we turn complex ideas into something people can relate to and remember.
As a Libra, I naturally seek balance—in life and in work. For me, great storytelling is about finding that harmony between the rational and emotional, the logical and the memorable. It’s not just about what you say, but how you make people feel.
One way I approach this is through the BRAVO framework, especially the “A,” which stands for archetypes. Archetypes are like a universal language—not the kind you speak, but one we all instinctively understand. They’re the symbols and patterns that connect with us at a subconscious level, making stories feel timeless and meaningful. When we use them in marketing, we’re not just talking to people—we’re aligning with something much deeper, something they already know and feel.
Storytelling isn’t just a tool; it’s the heart of how we communicate, inspire, and build trust. And when it’s done well, it stays with people long after the message is delivered.

The BRAVO Method outlines a framework for business growth. Could you give us a glimpse into one of the key principles and how it has been applied successfully?

The BRAVO Method is a comprehensive framework designed to help businesses grow by building authentic connections and creating lasting impact. Each element of BRAVO represents a crucial step:
It starts with B for Brand Purpose, uncovering the heart and soul of the brand—its mission, values, and reason for being. From there, R for Relevant Audience ensures businesses deeply understand and connect with the right people, aligning their strategies with the audience’s needs and aspirations.
A for Archetype Branding uses the power of universal stories and symbols to craft a relatable brand identity that resonates emotionally, transcending cultural and linguistic barriers. V for (unique) Value Proposition defines what sets the brand apart, articulating the unique strengths that make it the preferred choice.
Finally, O for Omni-Channel Presence focuses on creating seamless and engaging user experiences across platforms, transforming customers into loyal brand ambassadors. This approach ensures that growth is driven by trust and meaningful connections rather than reliance on advertising budgets.
The power of BRAVO lies in its ability to integrate these elements into a cohesive strategy. It helps businesses not only grow but inspire trust, loyalty, and advocacy, creating brands that thrive in the long term.

As a leader, how do you cultivate a culture of creativity and adaptability within your team?

Cultivating creativity and adaptability begins with trust and empowerment. I believe that when people feel trusted and valued, they are more willing to share ideas and take risks. I encourage open communication, where every voice is heard and respected, and I actively seek input from my team, knowing that diverse perspectives often lead to the best solutions.

What tools or software do you find indispensable in your daily work?

I prefer to keep things simple, and for me, nothing beats an old-fashioned notebook. There’s something about pen and paper that sparks creativity—it’s scientifically proven, and I can feel the difference when I write things down. That said, I rely heavily on my iPad, Mac, and iPhone, which are always within arm’s reach, helping me stay connected and productive.
I’m a fan of sound memos for capturing ideas on the go, and lately, I’ve been experimenting with video editing tools like Kapwing, as video has become a key focus for me. I’m also a bit of an AI enthusiast—it feels like a sport to test the latest tools that can boost productivity and creativity. This obsession has inspired my team as well. We’ve even developed an internal AI tool to handle operational marketing tasks and align copywriting and visuals with brand archetypes.
For me, it’s about finding tools that complement my workflow while leaving room for creativity to flow naturally. Simplicity and innovation can coexist, and that’s where I thrive.

You’ve worked extensively with startups preparing for IPOs and market expansions. What common mistakes do you see startups make, and how can they avoid them?

A lot of startups get caught up in the excitement of scaling without laying the proper groundwork, and that’s where things can go wrong. The truth is, 50% of businesses fail in their first two years, and another 20% don’t make it past the third. It often comes down to the same reasons: not enough funding, no solid business plan, and no clear strategy—sometimes all three.
Expansion and growth aren’t about luck; they’re about preparation. You need a plan, a good team, and a strong vision. Startups that don’t have this foundation end up burning through resources or making decisions that don’t align with their goals. It’s like trying to build a house without a blueprint—you might make progress, but it’s not going to last.
That’s exactly why I launched the BRAVO mentorship program. It’s about giving entrepreneurs the tools they need to avoid these common mistakes. Alongside the program, we’ve created resources like a book, coaching cards, and journals to guide businesses step-by-step, so they don’t just grow—they thrive.
The key is to start with the basics: know your market, get your team on the same page, and have a clear plan for where you’re going. With the right preparation and support, startups can turn their ambitions into sustainable success.

From your TEDx experiences to your global initiatives, your work touches many lives. Is there a particular moment or achievement that stands out as especially meaningful?

To be honest, I rarely stop to think about the impact of my work—I’m usually too focused on the next goal, meeting deadlines, supporting my team, and aligning with my clients’ visions. That said, receiving awards like “Woman of the Year in Technology and Innovation” or recognition from the President for my contributions to the tech industry have been humbling moments. They remind me that I’m on the right path and that what I’m doing matters.
What truly makes my work meaningful, though, isn’t the recognition. It’s the joy I find in the process—pushing boundaries, achieving results, and staying true to my personal mission. Above all, what gives my work real purpose is being a role model for my son. I want to raise a man who is responsible—not just to his own family, wife, and children but also to the world around him. I want him to leave his mark, to contribute in a way that makes the world a better place for those who come next. That, more than anything else, gives my work meaning and keeps me driven.

What advice would you give to aspiring entrepreneurs who want to balance personal passions with professional ambitions?

Stay always true to yourself and dream big.

If you could change or improve anything about the digital marketing industry, what would it be?

Honestly, nothing. The digital marketing industry is shaped by its challenges and opportunities, and it’s through navigating these that we grow, innovate, and improve. Every obstacle teaches us something, and every opportunity pushes us to be better. The industry evolves because of this dynamic, and so do the people working within it.
From your personal standpoint, what global issues are you most passionate about and why?
I’m deeply passionate about gender equity, particularly in leadership and entrepreneurship. Women face significant barriers, from underrepresentation in leadership roles to the challenge of securing funding—only 2% of globally funded brands are founded by women. Having experienced some of these struggles myself, I’m committed to empowering women through mentorship programs, scholarships, and initiatives like the BRAVO certification. Financial independence is key, not only for career advancement but also for breaking cycles of domestic violence, which often traps women in unhealthy situations due to economic dependence.
Another cause close to my heart is digital transformation and innovation in education, especially for children. As president of the DigitalKidZ Foundation, I focus on creating opportunities for young people to thrive in a rapidly changing digital world. Education should inspire curiosity and equip children with the skills they need to succeed in the future.
These passions are rooted in my personal story as a single mother, female entrepreneur, and business consultant with a background in digital transformation and marketing. They reflect my belief that women and children, given the right tools and opportunities, have the power to create lasting change for themselves and their communities.

What’s your favorite way to spend a weekend?

My weekends are all about a digital detox and quality time with my family. I love simple, meaningful activities like reading a good book, watching movies together, or visiting a classical concert or art gallery. In the summer, yachting has become my new favorite hobby—it’s the perfect way to unwind and connect with nature. Sometimes, my husband and I enjoy discovering a new city and indulging in a bit of wine tasting. It’s a kind of old-fashioned way of living, but it brings balance and joy to my life, and I wouldn’t trade it for anything.

Finally, is there a fun or surprising fact about yourself that most people wouldn’t know?

Despite working in technology, education, innovation, and future-focused business development, I’m actually an introvert and quite an old-fashioned person at heart. I love art, opera, wine tasting, and the timeless smell of ink and paper. My favorite moments are the quiet, cozy ones—being with my beloved people, enjoying life’s simple pleasures in a peaceful place.

Thanks Ivelina!

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