Author Archives: Ann

Ann Galland

About Ann

Ann Galland is founder and managing director of Galland.be. Galland.be is a management consultancy agency that develops authentic customer-centric marketing strategies, to create sustainable growth based on customer value.
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Why brand-being exceeds brand-building

Brand being starts from within. It starts with being the one you really are. It starts with being and living your brand throughout all levels in the company. With passion because brand being is about people. Only people can make the difference. …
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Posted in Brand experience, Customer intimacy, Strategic Innovation | 1 Comment

Het lot van Loekie
Wanneer zijn we klaar voor de nieuwe TV?

Zoals verschenen op M-Zine, de marketing blog van De Tijd Ooit hield ik oprecht van Loeki. Kent u hem nog? Loeki, als pop van de ster geboren in 1972: een schattig leeuwtje om de STER reclame op te vrolijken met …
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Brand being is about being relevantly different and being prepared to fail

1. Stop broadcasting Stop broadcasting, Broadcasting is the main ingredient of old school brand building.  2. Start brand being Start being your brand and living your brand. Start being just the one you really are. It is not worth it …
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What’s in a name
Open brief aan Dexia

Zoals verschenen in standaard.biz op 27 oktober 2011 Geachte heer Cijsters, Beste Jos, Dexia Bank België zoekt een nieuwe naam. ‘De merknaam Dexia is zwaar beschadigd’, zegt de bank zelf.  En daarom heeft de bank, die vorige week werd genationaliseerd …
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Be yourself…

Today, we are all managing a large part of our networks and personal reputation online, mainly through social networking sites like Facebook, LinkedIn, Twitter and the likes. For many, Social Media thus becomes more or less synonymous with personal branding. But is it?  To put it bluntly, …
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Measuring is knowing, and knowing often doesn’t change a thing

We’re all convinced, measuring is knowing. But far too often, we fail to implement. We are looking at the results of research, and suddenly we feel the fear of change, and stick to existing conventions, conventions we sometimes ignore the …
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11 factors for success in 2011

Make your strategy straightforward and believable You know what your brand stands for from your company’s point of view, but can your brand deliver what you promise? Do not only say what you do, just do it in a believable …
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How customer-intimate is your organization?

Talking the language of your customers on your website shows you care about what they are searching for. And it also helps you to be found more easily. Imagine what it would be like not to be found on Google… …
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How to make sure there is no substitute for your brand?

Face the market with a customer-intimate marketing strategy Today’s consumers are much more demanding and well informed They 1. Like to connect and share their beliefs and interests 2. Feel special, want to be treated in a unique way 3. Make their …
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Customers are unique

Customer intimacy as competitive advantage for the further growth and profit of your company For a start, it feels good to believe you have satisfied customers, doesn’t it? But that in itself is not sufficient to ensure the further growth …
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