The Czech cheesemaker, Bel, had a number of brands in its portfolio which lacked specific positioning. For each of them we designed an unequivocal brand positioning and meaning that was based on the current condition of the Czech soul. The meaning of each brand reflected a particular facet of the current emotive needs and desires of Czechs in such a way that the brands complemented each other organically and “semantic cannibalisation” was circumvented.
The Veselá Kráva (Merry Cow) brand was profiled within the aspect of Caregiver / Regular / Joker archetypes – to make it stand for the warm, caring, yet, at the same time, pleasantly jovial atmosphere of an ordinary Czech family. The Želetava brand was defined so as to have it stem from the essential, traditional values embedded in a simple but healthy life in the Czech countryside, where “water bubbles across the meadows and pinewoods rustle among the crags”, activating the desire for “purity”, simplicity and “authenticity” of the Innocent archetype. The Gervais and Matador brands were profiled so as to have them respond to a cultural innovation: the change in the perception of male and female gender roles. The former is based on the new position of an individualistic Czech woman who, over the course of her hectic day, must also deal with the personal dilemma of healthy vs. tasty titbits. Gervais offers a “wise” solution in the form of a natural, tasty cheese and becomes the brand of choice for streetwise city women, representing the values of Sage and Innocent archetypes. Conversely, Matador is profiled as a part of the exclusively male, “macho” (yet “non-pretentious“) world imbued with strong words and tastes, typical of the archetypal “Regular Guy”. In “tidying up” their brand portfolio, we empowered Bel to occupy all the important market positions across the board, in terms of the archetypal meanings and emotive needs and desires of consumers; by doing this, we not only empowered them to fend off the predictable incursions of their competitors, but also prepared them for a prospective active expansion.