Veselica, Korosec, Paic, Cevra, Vlak, Skoko
Episode · #746
BREND FORUM PANEL BREND JE IDENTITET - Veselica, Korosec, Paic, Cevra, Vlak, Skoko
Guest Veselica, Korosec, Paic, Cevra, Vlak, SkokoMay 3, 2026
Veselica, Korosec, Paic, Cevra, Vlak, Skoko
About this episode
What you'll hear in this conversation
The conversation begins not with a typical business case, but with a symbolic challenge: replacing Wall Street's charging bull with an Istrian ox. This panel delves into the subtle yet demanding work of building a brand that endures—or creating a new one when an existing identity no longer fits. You'll hear from leaders like Vanja Vlak, who oversaw the transformation of MPlus into Boskar Invest, and Ivan Čevra, who navigates the legacy of Maraska, a brand with centuries of history. They offer insights into how to root a brand in deep, authentic meaning, rather than just surface-level messaging. Expect to rethink what a brand truly represents: not just a logo, but a narrative that can bridge centuries or redefine an entire business.
Insights from the conversation
What to take from this episode
01
Vanja Vlak describes the shift from MPlus to Boskar Invest not as a rebranding, but as an evolution. When a holding company diversifies beyond its initial core business, its original brand identity becomes too narrow, requiring an entirely new name to communicate an expanded purpose to the market.
02
The name 'Boskar' was chosen to represent both deep roots and diligent work, combining 'bosco' (Latin for tree, symbolizing stable growth) with 'boškarin' (the Istrian ox, symbolizing constant, unglamorous effort). A brand's name isn't merely a label; it can be a rich narrative device that distills core values into a memorable, multi-layered symbol.
03
Boskar Invest explicitly designed its new brand identity not for a broad consumer audience, but for the capital market. For specific business objectives, a tightly focused brand identity targeting a niche audience can be far more effective than attempting universal appeal.
04
Upon acquiring Maraska, Stanić Group discovered its liqueurs were in Napoleon's personal stock and on the Titanic's manifest, confirming a heritage centuries old. Deep historical roots and a rich narrative are not just marketing fodder; they are a core asset that new digital platforms can amplify, connecting a powerful legacy with modern consumers.
05
Ivan Čevra points to Moët & Chandon as a model for heritage brands, which maintain authenticity by evolving their presentation through new formats like 'Moët Ice' or mini bottles, and by appearing at high-profile events. Innovation for brands with deep history means adapting how they're experienced and accessed, rather than chasing fleeting trends that compromise their core identity.