Throw the marketing manuals in the bin
Marketing manuals know the term “lovebrand” very well. It appears in them frequently. However, you will rarely find an actual guide on how to build a brand that people truly want, love, and are willing to stand up for.
This was exactly what our conference Lovebrands of the Hradec Králové Region, held on June 4 in the beautiful setting of the PETROF Gallery, was all about. It demonstrated that a strong brand is not created solely from an expensive brand manual, a perfectly written strategy, or (un)safe phrases like “we are a reliable partner with an individual approach.” A real brand needs much more.
Courage, trust, emotion
It needs courage. Its own opinion. Depth. Authenticity. And also the ability to engage, entertain, evoke emotion, and give people a reason to believe in what the brand says and does.
Building a brand with love does not mean being likeable at any cost. It means having the courage to do things differently.
Prominent names in Czech marketing took care of that on stage. Petr Skondrojanis from Cocuma hosted the entire conference with ease and humor. Karel Novotný / Mindless went, as is his custom, straight to the core and reminded us that a brand without a clear stance will hardly leave a mark. Michal Šoulák from eBrána brought specific practical examples without unnecessary fluff. And the master of copy, Otto Bohuš, showed right on stage how to strike a spark from words.
Regional brands with something to say
What would a conference be without a panel discussion? Alongside the aforementioned speakers, Zuzana Ceralová Petrofová from the host company PETROF Pianos and Ondřej Pacák from POLSTRIN DESIGN accepted our invitation, demonstrating that a strong brand stands not only on a quality product but also on values, emotions, and long-term trust.
Exhibiting regional lovebrands also had their place at the conference: Pivovar Primátor, PRIM Watches, OZDOBA, GRUND, FOMA, Jordi’s, and the Třebechovice Museum of Nativity Scenes. Each of them confirms in its own way that a brand can be much more than a logo, a slogan, or a set of corporate colors.
Representatives of the individual brands debated their marketing with Petr Skondrojanis not only on stage but also presented their products to visitors directly at the stands in the hall. And to ensure the joy of the brands went beyond mere inspiration, they donated beautiful prizes to the competition, which brought genuine happiness to the winners.
A story worth hearing
A brand can be a story worth hearing. An experience that people return to. A value they want to identify with.
Therefore, the greatest thanks go to all the guests who attended. For the energy, the questions, the conversations in the hallways, and the willingness to think about branding differently. Not as a marketing obligation, but as a living story that is worth telling.
