Brand Play
Featuring Michal Pastier
20 November 2026, Prague
What will you build your brand on? Instead of slides, you build your brand out of the people in the room and see it from the outside for the first time. Or live it from the inside. In this special edition Michal Pastier plays with you, with every trick from his Yellow Book of Brand Building. You leave with one word your brand stands on. Or, as Michal puts it: what is your ‑NESS?
Program
- 9:30
- Opening
- 10:00 to 12:00
- Every brand on stage. We look for its greatest value.
- 12:00 to 12:30
- Lunch
- 12:30 to 14:00
- Michal Pastier's Yellow Book, played out. We look for your brand's ‑NESS.
- 14:00 to 15:00
- The One Thing. The ‑NESS, the ‑OSŤ. Everyone steps on stage and names the one thing they will build their brand on.
Example Play Menu
Brand Play
- 1
The Triangle of Value
Where is your brand's greatest value?
Attention, identity and value on one triangle. Everyone plays with their own brand on stage.
- 2
The 3 Billboards
Your brand gets three billboards across the city. What is on them?
Three players hold them up. You watch which one people stop at.
- 3
The Yellow Executioner
Every brand pitches its ‑NESS. Only one stays alive. Is it yours?
Michal Pastier, in the role of the ruthless Brand King, picks the best ‑NESS. The rest are executed.
Examples. Every play is built around your question.
On stage with you
Milan Šemelák
Founder of Stage on Mars, creator of Systemic Play and CreateValue. Hundreds of brands, from Starbucks and Google to O2. Twenty years on one question: what value do people actually buy?
Michal Pastier, special guest
Author of The Yellow Book of Brand Building. 250 brands, from Exponea and Slido to Berlin Brands Group. Top 100 European innovators, a Forbes cover, Cannes Young Lions. For one day his methods become plays.
Brand Play, Family Business Summit 2026 
Michal Pastier on stage 
Michal Pastier, Žltá kniha budovania značky 
Milan Šemelák
Booking
15 000 CZK
Stage on Mars Flagship Stage