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Bert Van Eeckhoudt

How a private label can turn into a lovebrand. The story of Cara Pils.

A few weeks ago. Drama. The Retailer Colruyt, when working on a rebranding strategy for its private labels, announced that the name of their private label beer, Cara Pils, would be changed to Everyday Pils, in line with hundreds of other Colruyt private label products. What followed was a real media storm with thousands of …

Thursday, 26th Feb '15 by Bert Van Eeckhoudt
Paulien Peeters

How can you unleash your creative confidence?

In today’s turbulent market environment, where pretty much everything has already been done, creativity is a valuable resource for Marketers. Given its worth, The House of Marketing has incorporated creativity into our FACTS* vision. However, many Marketers don’t consider themselves creative – they have two left hands, haven’t ever had a ‘Eureka!’ moment and their …

Monday, 22nd Dec '14 by Paulien Peeters
Valerie Vos

PREPARE YOURSELF FOR AN OMNI-CHANNEL WORLD: WHAT’S IT ALL ABOUT AND HOW CAN YOU GET THERE?

A current hot topic in retail markets is the difference between online and offline channels. Why are we talking about ‘the difference’? Because in most cases, online and offline are still considered to be  totally separate entities. Although consumers already think, handle and buy in an integrated way, retailers persist in approaching them in different …

Monday, 22nd Dec '14 by Valerie Vos
Dirk Blondeel

How can Marketers, the new pirates, find and unlock their “Big Data” treasure?

Big Data is merely a tool that can create relevance for consumers and gain and keep their trust in your company and your products. At the 2014 Dublin WebSummit, Big Data was naturally on the agenda multiple times and looked at from different angles. That helped me make up my mind about how Marketers can …

Monday, 22nd Dec '14 by Dirk Blondeel

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