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The End of Navel-Gazing Marketing
Customer-centricity. Again, one of those business buzzwords. We all know we should do it, we all think we’re doing it, yet, many of us fail to do it with intention. As humans, we have a tendency to be navel-gazers: we are the sun of our own system. And in business,...
Sales and Marketing: Tips for a long-lasting Marriage
Sounds familiar? Yet, those aren’t lines from the latest romcom on Netflix. This is what most salespeople and marketers think about one another. Sales and marketing alignment, also called SMarketing, may sound like the obvious path to a healthy company...
The sheepdog paradox: why innovations aren’t always the answer
Let's face it: marketing is one of those fields that thrives on buzz. Not just for our clients and the brands we represent, but also on a kind meta-level: it seems like every day I come across a new technique to use, a new innovation to learn about, a new bandwagon to...
The adventures of a desk marketer in the real world
I’m 54. I’ve been in marketing and communications all my life, both in agencies and at companies. I thought I’ve seen it all. ‘Till my wife told me: go at the counter of our restaurant and serve the customers.
Why Digitalis by Thierry Geerts should be your next summer read
Digital disruption, Artificial Intelligence, robots taking over our jobs – the Internet abounds in pessimistic articles warning us about the negative impact of technology on society. All we hear is that we should be careful and fight against it, or else humanity will...
We:re Back!
Is to:communication back in business? Back from an extensive holiday? Nope – to:communication is back where it all started: the historical city of Mechelen. After dwelling for a few years in Zaventem and the center of Brussels we stumbled on an excellent...
Facebook Groups: What The F* Should I Use Them For?
On the 12th of January of this year, Mark Zuckerberg announced a significant shift in the way Facebook approaches its News Feed. From now on, Facebook will shift the focus away from what Zuckerberg calls ‘public content’ (posts from businesses, brands and media) in...
Yanny vs. Laurel: the lesson for brand perception
I guess you’ve all heard about the whole Yanny vs. Laurel phenomenon, a.k.a. the 2018 version of the black & blue vs. white & gold dress. If not, just google it and you’ll quickly see the overwhelming buzz it created. But why do such stories always come to the...
Design on Speed
As designers, we always try to implement a 'personal touch', extracting the perfect balance between colors, images and fonts to tempt the viewer and/or user. That sometimes means overstepping your personal ‘style’ boundaries because the client asked for...
Trend alert: Should you gear your brand voice toward internet humour?
It's 2015 and Chicago copywriter Brendan Kelly is sitting in a stuffy conference room. A thought hits him. He asks: "What if corporate Twitter accounts weren't so transparently promotional and superficial? What if every brand account wasn't interchangeable and had...