Branding Czech Republic Part 2

Previously, we analyzed the Czech Republic’s new promotional logo, which did not receive a warm welcome. Unfortunately, the campaign failed to convey unique and compelling messages to the three significant audiences of any place branding campaigns: Visitors, potential investors, and locals. We think this campaign did the expected: Promoted “the stereotypical Czech Republic.” However, successful branding requires us to disregard the stereotypes and instead look at the archetypes of the place. In Roman times, it used to be called the Genius Loci: the protective spirit of the place. Our article ended by asking the following questions:

• Why is the Czech Republic the home to Bohemia?
• Why the Velvet Revolution took place here?
• Why did the 1968 Spring happen in Prague?

In life, “why” is the most powerful question ever. “Why” takes us on a journey in which we are clueless about the destination and the itinerary. If we can liken the Czech archetype to an artichoke, then metaphorically speaking, asking “why” would allow us to peel the leaves of the artichoke until we reach its very heart: The Czech Republic’s archetypal meaning. Arguably, here are the critical elements of the Czech archetype:

1. Czech culture values stability and creates a balanced and caring environment. The “Velvet” Revolution, the Prague Spring, and the Separation are all manifestations of the Czechs’ yearning for harmony, order, and peace. This is more than a yearning; it is a reality.
2. Czech culture is humanist. Case in point: pluralism, an accepting society (respect for the man on the street is the cornerstone of democracy), and countless festivals (the joy of living together and celebration of the ordinariness of communal life).
3. Czechs value artistic creativity and exploration. Countless innovations, famous Czech writers and artists, and the notorious Czech beer tradition are all manifestations of the Czech genius loci, which constantly explores, envisions and innovates.

One worthy of our attention is that the Czechs haven’t been in a major war for almost two centuries. This is not because they are not good at fighting but because they choose not to do it, which reminds me of the virtue of a warrior:

“A warrior’s highest task is not to pull out his sword, not to fight.”

Caroline Myss

We can imagine the Czech Republic as a “wise warrior” aiming to protect the peace. Mythologically, this is the role of Quirinus…

Quirinus, like Mars, was a war god. His role was to defend communities and their crops against disease. He drove off disease and rust on crops. He was a veteran warrior, always on guard during peace. So, if we liken the Czech Republic to Quirinus, what is the modern equivalent of crop disease? What can the Czech Republic protect the world from? Here are three levels of potential enemies:

• At the political level, Czechs’ respect for harmony can be a beacon of hope for humanity and help heal the world suffering from conflicts, wars, and sorrow. The Czech archetype can fight the root of all modern crop diseases: fundamental hatred.
• At the social level: In an ego-driven world where individuals are taught and forced to fight for everything, the joyous Czech Quirinus can reduce the world’s stress, boredom, and ennui, healing our collective soul. It can also fight for Aphrodite, our yearning for the nicer things and beauty in life, and become a design hub.
• At the individual level: Globally, spirituality is on the rise. Pious people practice religion, and secular ones turn to Eastern practices such as yoga. Also, the yearning for creativity is on the rise. Individuals want to transform themselves and look for a North Star. The Czech Republic can be the Mecca for innovation, where individuals and corporations can use traditions such as meditation to discover their gifts and create a better self.

Our above analysis reveals that the Czech Republic could play the role of Quirinus, the guardian of peace. It can fight social diseases of the modern era and help build a better world. This role and good storytelling and creative initiatives could be a unique, compelling, and sustainable positioning for the Czech Republic. What do you think?