Abstract The article emphasizes the need for radical changes in the rules of doing business, algorithms for building communication channels with contact audiences, methodologies for the formation of entrepreneurial brand strategies in martial law. The influence of military actions on the functioning of business and the construction of strategic brand communications has been studied. The practice of management and opportunities for the development of ecosystems of Ukrainian brands in these conditions are identified. The necessity of search, selection and implementation of relevant brand strategies of wartime in accordance with the global trends of behavioral economy and the norms of modern legislation is substantiated. It is emphasized that enterprises need to set priorities in internal and external strategic communications. The described recommendations will significantly increase the transparency integrated communications, strengthen the filters at the "entrance" and "exit", focus on real business goals and results, meet the demands of openness, honesty and humanity, social responsibility. Emphasis is placed on the fact that communication strategists need to be flexible in choosing information channels, demonstrate readiness for honest dialogue with contact audiences, respond to the growing demand for direct communication, take into account consumer values and cultural orientations in certain areas of business location and relocation. able to compromise, stress-resistant, reduce the degree of emotion, direct content to the union, not separation, to participate in volunteer projects to help the country, vulnerable groups and the Armed Forces of Ukraine. It is determined that the Ukrainian identity becomes an important bonus in bringing goods and services to international markets, a contribution to the future marketing of the business ecosystem and a platform for creating related mutually beneficial projects. Key words: business ecosystem, brand communications, integrated marketing communications, brand strategies.