Stef Hamerlinck - The End of Positioning

We talk about:

• Loyalty: how important is it as a brand strategist?


• The true way to build loyalty and, more importantly, your income.


• If you want to re-brand, you need to do it for the right reasons.


• Distinctiveness versus uniqueness.


• What is more important than adding meaning to a brand?


• What is your brand’s purpose?


• Is being small okay?

Important Quotes:

• “Loyalty is not the holy grail of branding.”


• “The bigger you are, the more loyal customers you’ll have.”


• “Just adding meaning won’t help.”


• “Branding is really about repetition.”


• “Just having a purpose won’t get you extra sales.”

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