Planung & Analyse Insights 2017
Presentation by Tom De Ruyck on ‘Today, tomorrow and the day-after-tomorrow’
Summer Marketing Masterclass: Brand Religion
Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their brand.
But in this abundance of models and theories, marketers might find themselves lost in translation. So in our upcoming Smartees tour, we aim to simplify the world of marketing in three main Brand Religions beyond the classic ‘Kotler-ian’ thinking:
– Penetration Religions: models inspired by thinkers like Byron Sharp, stating that brands grow through penetration by building mental and physical availability.
– Influencers Religions: theories emphasizing the power of word-of-mouth and their impact on brand leverage.
– Relationship Religions: school of thought inspired by gurus like Kevin Roberts and stressing the importance of emotions and relationship marketing.
In our Summer Marketing Masterclass, you will discover the core beliefs behind each of these Brand Religions and, together with relevant case study examples, find out how to track the different performance metrics that go hand in hand with these models. Moreover, we’ll invite you to zoom in on a Brand Religion of choice in a hands-on workshop.
Digital Summer School
Presentation by Tom De Ruyck on ‘Digital Transformation and the impact on the Organizational Design’