DES: In Part 2 we discussed the branding of the two main regions of the Czech Republic - Bohemia and Moravia - which begged the question: What's the big brand idea for the country brand?
TINA: Sadly, last year's attempt at designing a logo and strapline based on speech bubbles to reflect the many facets of Czech life, is typical of many misplaced place branding efforts - trying to satisfy all stakeholders but failing to capture and dominate a single market segment.
DES: OK Tina, let's see if we can ID a couple of areas where a big brand idea might be lurking for this ambitious nation.
TINA: One of the most promising areas to immerse oneself is the Republic's transition from behind the Iron Curtain - as one of the former Soviet Satellites - to what I would call the Glass Curtain.
DES: I think you must be referring to the fact that almost every Czech home doubles-up as a glass showcase for the nation's visual artistry - a sort of window to the Czech soul.
TINA: The World's Glass Studio - so to speak.
DES: The other area of promise can also be found throughout the country, but it is in the capital city - Prague - where the cultural contradiction is most visible.
TINA: You must be talking about Prague's skyline - dominated by some 200 Church spires - yet at ground level, over half its population claim to be Atheists.
DES: Calling all Czech-oriented place pioneers, here are two promising areas of cultural contradictions to immerse yourselves in - your best chance to find that single, future-focused big brand idea to drive your nation towards a prosperous and sustainable future.
'Brand' the Marketect says:
"Find your destination's future where only place pioneers would dare to explore - in the unchartered territory of cultural clashes, conflicts and contradictions."
Please click here for the post:The Czech Republic Part 1 - The Name Game