Marketing is no longer about telling the world how great your products and services are. Marketing is not what you think it is.It is more counter-intuitive than you think. “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” said the legendarey Harvard marketing professor Theodore Levitt. And actually, we do not…
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No, I will not make the logo bigger.
The less people are experienced in marketing, the more they want to have a say in marketing. Because they believe their “intuition” rocks? Well, their intuition doesn’t rock. Here’s why: a lot of principles in marketing are counter-intuitive to non-marketeers. Let’s look at just one. The BIG LOGO struggle We still see clients asking for a…
Keep on questioning. Do not assume.
One of the most stunning things we encounter when we run workshops about strategy, is the confidence managers usually have with respect to knowing their customers well. When we confront them with questions such as “how do you know this is exactly what your customers want”, “how do you know this is the way to…
Simplicity is not rocket science. You only need to have a plan
Your product or service may be complex or hard to build. That’s why at the basis you have a complex story to tell. But what people buy from you must make their lives easier. That’s why you need to listen carefully and simplify your message. At Galland.be, we offer a simplification trail to transform your…
Remember when…
Time flies. Yesterday my parents had their 54th wedding anniversary. It was a anniversary different from all previous ones. It was their first wedding anniversary in separation. My dad’s still doing fine and continues to live in the house where I grew up. My mom is staying in a retirement home because she is no…
Everyone designer, everyone marketeer !
Since last Saturday, the nameplate at the top of the Montreal airport terminal shines in alternating red, white and blue. And to underline the importance of ice hockey, the O has been stuffed with the “Canadiens” hockey logo. Gohabsgo ! It is an internal idea, they say. Yes, I can see that from a distance.…
Het nieuwe circulatieplan Gent
Het is van alle tijden. Mensen zijn per definitie tegen verandering. Dus ook tegen het nieuwe circulatieplan in Gent. Spijtig. Waarom? De redenen zijn uiteenlopend: bang om de controle te verliezen, bang om zich te moeten aanpassen aan iets waar men zelf niet voor kiest, bang om gewoontes te moeten veranderen, bang om… you name…
Kafka voor positivo’s
Echt gebeurd. Gisteren in het dorp waar ik ooit vandaan kwam. Ik kwam er even langs zoals dat heet. Op visite zeg maar. In het rusthuis. Iedere gelijkenis met bestaande personen is daarom niet louter toevallig. De namen laat ik weg wegens te confronterend. Namen veranderen doe ik ook niet. Dat is gevaarlijk, je weet maar…
America first, The Netherlands second. Maybe Belgium third?
Hi Mr. Trump, Hello from Belgium, the most beautiful country in the world. We totally understand it’s going to be America first, and The Netherlands second. Fair enough. But can we say Belgium third? I couldn’t resist to add some thoughts to this great Dutch clip. Have a look at it first. Can we say…
Ode aan onze leerkracht aardrijkskunde
Wij waren 17 of 18 toen jij als pas afgestudeerde lic. aardrijkskunde onze klas binnenwandelde, beste meneer Plaetinck. We waren overrompeld door jouw sympathieke, knappe verschijning en je timide glimlach. Aardrijkskunde zou nooit meer zijn wat het was geweest. Jij maakte er een boeiend vak van. Jij was een van de tofste leerkrachten die ik…