We are on a mission to convince companies that simple brand propositions work better than intricate ones. We believe that brand building belongs to the past because it is too organization-centric.

Why? Nobody is interested in how good you are or how well you can draw a list of incredible USPs. Honestly, people have more important stuff to worry about.

We believe that actions speak louder than ads or any other type of push marketing. Therefore, we want our customers to become successful by connecting and engaging with their audience in a relevant way.



“Be your brand. All the others are taken" *

* (Our tribute to Oscar Wilde’s “Be yourself. Everyone else is taken”

Over the years, we have developed a totally new way of looking at brands, starting from our conviction that the customer is always right when it comes to liking or disliking brands. Our approach is based on the idea that people do not buy products for the features they have, but for the experiences they give them.

To stay in business or grow your business, you need to adapt your marketing approach to the new reality. We can support you with outlining or fine-tuning your brand proposition, developing an overall “brand-being” strategic plan and even “brand-being” marketing communications plans.

Brand proposition

We start from the brand proposition of your organisation (vision, mission and values), and provide the tools to either finetune or strengthen the essence of your brand proposition in a way that is unique for you. Why? Because we see too many mission statements that look pretty much the same… they are therefore useless as they don’t give clear directions to the people who have to live the brand.

Your brand proposition will be relevantly different: we start from the (often unlocked) DNA that sets you apart from anyone else in your market or industry, in a way you may not have thought of before.

“Brand being” strategic plan

We specialise in making companies future-proof by reshaping their attitude from brand building to brand being. We make companies shine, not by saying how good they are (brand building) but by helping them show or prove how good they are (brand being).

We can help you better understand and manage the numerous customer touchpoints that are typically forgotten. The customer touchpoints that come after the sales: when the customer is using your product, when he is struggling or getting into trouble with your product, the day he starts questioning or when he has concerns he wants to voice, the day he needs to replace, the moment when friends and family ask “what or whom would you recommend” ….

Since we believe strategy is about “being relevantly different, while creating customer value in a sustainable way”, we will come up with a comprehensive tailor-made plan in which we determine what is really at stake for your customers with respect to your brand (at different levels: products and services, design and content creation).

“Brand being” marketing communications plan

This is an integrated Marcom plan, based on the strategic plan. It turns your “brand being” strategy into concrete action plans with all the different steps to be taken to meet the goals that have been set.

contact us

Ann Galland
My office is where I am