Marc Oosterhout and Peeter Verlegh talked about communication as a driver of growth.
Energy for growth
The event organized by STROOM and Validators focused on the role of strategic communications as a growth engine. Lars Vink, CCO of STROOM, acted as chairman of the day and opened the day together with Validators CEO Martin Leeflang. They talked about the importance of measurable CEPS (Category Entry Points) and the Mediacommerce solution of STROOM, which provides an answer to the dilemma of many advertisers and agencies: the balance between brand and performance in communications.
Attendees, including advertisers, agency strategists, operators and peers, were inspired by engaging presentations and valuable insights, each in their own way highlighting the power of communication as a driver of growth.
Marc Oosterhout: Positioning and Brand Growth
Marc Oosterhout took attendees into the world of brand positioning and strategic brand growth. From different angles, he emphasized the importance of a strong brand identity in a competitive market. Using numerous brand examples, various factors were discussed, such as relevance, proposition development, emotion in advertising and striving for your own category in which you are the strongest. Many attendees recognized the "struggle" between brand claim and proof. In advertising, it is often not about proving the claim, but about the emotion behind the brand. Using Antoine de Saint-Exupéry's famous quote, Oosterhout showed how strong brand communication is all about emotion:
"If you want a ship built, give not planks and nails, but an infinite desire for the sea."
Antoine de Saint-Exupéry
Oosterhout shared his knowledge and showed how companies can effectively position their brand to achieve sustainable growth.
"A brand is more than a name. A brand adds emotional value to an organization, created by recognizable symbols."
Marc Oosterhout
Peeter Verlegh: Brand Activism and New Generations
Peeter Verlegh spoke about brand activism and the role of brands in society. He discussed how brands can connect with new generations by responding to relevant social issues. Verlegh inspired the audience to think about the impact of brand activism and how it can contribute to a stronger brand.
The value of data in strategic decision-making
Finally, Jordy Roomeijer highlighted the value of data in strategic decision-making. He explained how valuable insights from data can contribute to a more effective brand strategy. Using data as a foundation for strategy and branding is essential to achieving success in today's marketplace.
The meeting was a great success, with valuable insights on Mediacommerce, strategic communications, brand positioning and the importance of data. The audience responded enthusiastically to the topics discussed and appreciated the practical applicability of the insights. Many thanks to all attendees for their involvement and active contribution to the discussions.