Competition: forget about the usual suspects!

When we talk to CEO’s and marketing & sales directors about competition, we often feel they are most worried about their closest competitors. Competitors that do exactly the same stuff as they do. Virtually every company gathers loads of information on direct competitors.

At first sight, there is nothing wrong with that. Following up on what your main competitors do is just fine. But only “just” fine, because it is the Olympic minimum. You will hardly find out more than the things you already knew. In the first place, it will give you a good understanding of what decisions or actions brought other players to the point where they are today. Secondly, it may help you to see your assumptions being confirmed.  In other words, you are looking into data of the past. Whereas the future of your company is… ahead of you. In the future. Exactly.

Stop focussing on the competition you know
Why? Because analyzing the past and analyzing the things you are more or less aware of,  will in no way show you your competitors’ next steps.

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Every visitor a homepage

Web Analytics are great, they produce a lot of valuable data. But what you really need are actionable insights in what brings people to your site. What you need to know is what drives conversations, what motivates people to stay on your site, what makes them come back, or what tells them to leave or never come back altogether.

Far too often, companies and marketers see their homepage as their most important webpage. They see it as the virtual front door of their company. Which it is, up to a certain extent.
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Waarom Kito Electrabel niet kan redden

Column zoals verschenen in De Tijd van 26 maart 2014.

Kito, de grappige energieverspillende hond van Electrabel, is weer helemaal terug. Kito die feestjes bouwt als de kat (lees: het baasje) van huis is, en daarvoor naar hartelust allerlei energievretende toestellen aanspreekt. Onlangs werd hij de trotse papa van vijf schattige puppy’s, wat hem meteen veel oh’s en ah’s opleverde bij iedereen die hem zo al schattig vond. Mezelf incluis.
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Rebranding, why would you?

A company’s reason to rebrand can be just anything ranging from wanting to have a fancier name or a modern look, to feeling they’d like to be a little more of this or that.  Just like x, y or z… (read competitors), they want to see to it that …. (read they want exacty the same).
These are no good reasons to rebrand.
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Allemaal Waze-en?

Column zoals verschenen in De Tijd van 20 juni 2013

Waze - de tijd - ann gallandWaar is de tijd van de steeds fout opgeplooide Michelinkaarten die overal in de auto rondslingerden? Ik had er ontelbaar veel. Zoveel dat ik ze op een zeker ogenblik netjes moest sorteren in een bakje in de koffer van mijn auto omdat het handschoenkastje veel te klein werd.

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#FitchTheHomeless campaign: never underestimate the power of one

Brand building, the old school way, doesn’t work anymore. As a brand, you can no longer tell others what your brand is going to be for them. People decide for themselves, take action and if they are pretty serious about the issue, they let the world know what the brand really means to them.
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Shaping for tomorrow with Capital-E

Capital-E

Early 2013, Capital-E, a leading venture capital fund in Europe with exclusive focus on micro/nano-electronics and advanced materials, asked us to rethink their online presence.
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A story about online versus offline marketing

Each time I am being asked to bring a story about online versus offline marketing, I actually should answer I can’t because there is not such a thing like “versus” in marketing. But I never say I can’t, because the question makes sense: many marketers are still struggling with what to do online and what to do offline.
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De Vlaamse Sportfederatie “marketingtoolbox” website is een feit

De Vlaamse Sportfederatie (VSF) lanceert deze week haar online “marketingtoolbox”: een interactieve website die aan haar leden sportfederaties toelaat hun marketing- en communicatiestrategie eens grondig onder de loep te nemen. Met deze online marketingtool die we binnen Galland.be speciaal op maat voor de VSF hebben ontwikkeld, wil de VSF de werking binnen de sportfederatiesector strategisch versterken.
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