Jurgen Саленбахер presents authorial methodology on бренд-позиционированию and development of the креативного thinking. He answers a main question - how to develop farther in the conditions of changing economy. He examines reasons causing a modern economic crisis, describes the mechanisms of the креативного thinking, analyses works of leading theorists of business-culture and offers to the readers nine practical complex exercises that will help to line up the personal brand.This book is a priceless resource of professional height. She needs to be read to all, who is important to develop, be competitive and able to position itself in new economic terms.In Russian language published first.