{"id":13607,"date":"2026-05-01T12:00:00","date_gmt":"2026-05-01T10:00:00","guid":{"rendered":"https:\/\/www.colours.cz\/?post_type=program&#038;p=13607"},"modified":"2026-05-13T11:23:14","modified_gmt":"2026-05-13T09:23:14","slug":"czechia-as-a-brand-why-it-matters-more-than-we-think","status":"publish","type":"program","link":"https:\/\/www.colours.cz\/en\/ucinkujici\/czechia-as-a-brand-why-it-matters-more-than-we-think\/","title":{"rendered":"2ET: Czechia as a Brand. Why It Matters More Than We Think"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">What makes Czechia unique\u2014in one word or one sentence? What is the distinctive strength of Czech people that the whole world should know about? How do we tell the story of our success\u2014and why does it matter? These are the questions behind building a national brand: a story that attracts investors, skilled talent, tourists, and encourages the world to buy what we create.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A national brand is not a logo or a flag on a lapel. It is a story that shapes how the world sees us\u2014and how we see ourselves. Leading Czech entrepreneurs and ambassadors of the Second Economic Transformation,\u00a0<a href=\"https:\/\/www.colours.cz\/en\/ucinkujici\/martin-wichterle\/\">Martin Wichterle<\/a>(Wikov Industry) and\u00a0<a href=\"https:\/\/www.colours.cz\/en\/ucinkujici\/katerina-kadlecova\/\">Kate\u0159ina Kadlecov\u00e1<\/a>\u00a0(USSPA), together with one of the most successful Czech global marketing experts specializing in national branding,\u00a0<a href=\"https:\/\/www.colours.cz\/en\/ucinkujici\/radim-svoboda\/\">Radim Svoboda<\/a>, will discuss under the moderation of <a href=\"https:\/\/www.colours.cz\/en\/ucinkujici\/zuzana-hodkova\/\">Zuzana Hodkov\u00e1 <\/a>why a well-defined national brand can strengthen the economy, boost confidence, and support social cohesion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What is Czechia truly exceptional at? What do we offer the world\u2014and can we even tell that story well? Where can we find inspiration abroad? Join us for a discussion about a national story that each of us can relate to. A story we can be proud of.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The discussion will be held in Czech.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Czechs Are Exceptional. Now We Need to Learn How to Sell It<\/p>\n","protected":false},"featured_media":13605,"menu_order":0,"template":"","meta":[],"program-year":[456],"program-category":[427],"program-genre":[],"program-country":[256],"class_list":["post-13607","program","type-program","status-publish","has-post-thumbnail","hentry","program-category-meltingpot-programme","program-country-cesko-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2ET: Czechia as a Brand. Why It Matters More Than We Think - Colours of Ostrava<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.colours.cz\/en\/ucinkujici\/czechia-as-a-brand-why-it-matters-more-than-we-think\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2ET: Czechia as a Brand. Why It Matters More Than We Think - Colours of Ostrava\" \/>\n<meta property=\"og:description\" content=\"Czechs Are Exceptional. Now We Need to Learn How to Sell It\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.colours.cz\/en\/ucinkujici\/czechia-as-a-brand-why-it-matters-more-than-we-think\/\" \/>\n<meta property=\"og:site_name\" content=\"Colours of Ostrava\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-13T09:23:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.colours.cz\/wp-content\/uploads\/2026\/04\/COO-2025-07-17-Meltingpot-BAMBUSEK_MARTIN-20250717-063448-DSCF7575-Pano-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1447\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"2ET: Czechia as a Brand. 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