Koen Verbrugge: Measuring Brand Impact
“Marketing is about compromises.”
In this episode I talk with digital strategist and marketeer Koen Verbrugge about the importance of measuring brand impact. We go deep into metrics and what they mean. We also discuss a lot of ‘vanity metrics’ and performance-driven tactics that amount to no good. Enjoy!
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SHOW NOTES
In this episode I talk with digital strategist and marketeer Koen Verbrugge about the importance of measuring brand impact. We go deep into metrics and what they mean. We also discuss a lot of ‘vanity metrics’ and performance-driven tactics that amount to no good. Enjoy!
We talk about:
Doing the same thing as other designers, but from very different perspectives.
Being a bridge between what the company is and something like a creative team.
Balance the creative and the business sides.
What is branding for Koen, and what is marketing?
How can you work better with marketing departments?
What are good options from a client’s perspective?
Important changes in the industry.
How can you measure brands in a good way?
Is your brand identity usable?
Who are you, what can you do, and what do you want to do?
What is going to change in the future?
The value of a good idea: does it build a relationship with the right people?
Data never tells something. You ask data, and it gives you responses.
Important Quotes:
“Marketing is about compromises.”
“It’s not about technology or production values, it’s about relationships.”
“Understanding your team is very important.”
“The value is in the brief.”
“Do we attract the right people easier?”
“You can’t know it all.”
“We’re not building the most beautiful brand, we’re building the brand that fits what we can do.”
“Does it serve the purpose?
“Sometimes we are misguided because of what we learned.”
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This episode is supported by HolaBrief
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