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2020
Workshop ‘Future proof your brand’ faciliteren
“Differentiate or die”: survival in our era of killer competition, schreef Jack Trout al in 2001. In deze disruptieve tijden is het relevanter dan ooit.Lees verder
2018
Goede Connect Meeting gehad over Omdenken bij Hofmeier
Als ‘merketeer’ ben ik het uiteraard volledig met de omdenkers eens: denk in kansen, niet in problemen. Daarom is ons credo ook: ‘you can’t stopLees verder
Vergeet Amerika, onze digitale toekomst is nu te zien in China
Back from the future. Weer geïnspireerd terug van zes dagen Beijing. Mooi om door de smog heen te zien waar we op gebied van o.a. mobiliteit,Lees verder
2017
Do the count-test
To provide direction brands often use a model describing the ‘core brand values’, ‘brand concept’, ‘brand compass’, ‘brand key’, ‘brand DNA’, or whatever it isLees verder
Brand literacy
An increasing amount of advertising is being reviewed by technocrats who are brand illiterate. Brand literacy is a skill that can be learned, but someLees verder
The T-shirt Test
A simple equation of a brand is: Brand = Awareness x Meaning. Awareness is not enough to be a strong brand. The strength of a brandLees verder