Taras Panasenko, CEO of the “Avrora Multimarket” chain, was one of the speakers at the Online Business Lab (OBL). His talk was dedicated to the topic “From Retail to Lovemark: The Journey of a Brand Chosen by the Heart.”

He shared that the path to becoming a Lovemark starts with love — not only from customers but also from employees. When a company is genuinely loved from within, it’s something that everyone who interacts with it can feel.

“Avrora” is not just a chain of stores, but a brand that strives to be close to people — not only in shopping but in life. To be the one who supports, energizes, and inspires faith in something better. People can sense when a brand understands their mood and lives in the same rhythm — that’s when true emotional closeness is born.

Another key principle, according to Taras, is to speak simply but genuinely. Sincerity, warmth, and clarity are the language of “Avrora.” When a company communicates not as a faceless brand but as a friend, people listen and trust it.

A special part of the speech was devoted to Ukrainian values. “Caring about what’s Ukrainian is not a trend — it’s about each of us,” emphasized Panasenko. Being one of your own means supporting shared ideas, our culture and pride, and creating Ukrainianness every day through your work and actions.

Today, “Avrora” is more than just a store. It’s a brand that speaks a human language, shares warmth, and becomes part of people’s lives. This is how true love is built — the kind that can’t be bought but can be earned through sincerity, support, and genuine values.