Het DNA van een kampioen

Column zoals verschenen in De Tijd van 26 mei 2015.

“Ann, weet jij nog waar RNA voor staat?” werd me onlangs gevraagd op een investeerdersevenement in Brussel. Zonder verpinken kon ik me de volledige naam van de macromolecule zonder iteraties voor de geest halen: “RiboNucleic Acid of ribonucleïnezuur” zei ik, “op school geleerd, heel lang geleden.”

Maar eigenlijk ben ik meer geïnteresseerd in DNA (desoxyribonucleïnezuur) en dan vooral in de figuurlijke betekenis van het begrip: een unieke set van kenmerken die je maakt tot wie je bent en die je onderscheidt van anderen. Een begrip dat ook steeds meer bedrijven en merken gebruiken om duidelijk te maken waarvoor ze staan.

Continue reading

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.

Continue reading

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.
Continue reading

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.
Continue reading

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.
Continue reading

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.

Continue reading

#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.
Continue reading

Shaping for tomorrow with 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.
Continue reading

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.
Continue reading

contact us
Ann Galland
My office is where I am
© Galland - Privacy