{"id":10378,"date":"2015-09-15T11:09:08","date_gmt":"2015-09-15T11:09:08","guid":{"rendered":"https:\/\/www.retaildetail.be\/algemeen\/ruud-belmans-pinkeye-van-make-it-yours-naar-make-it-theirs\/"},"modified":"2015-09-15T11:09:08","modified_gmt":"2015-09-15T11:09:08","slug":"ruud-belmans-pinkeye-van-make-it-yours-naar-make-it-theirs","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/ruud-belmans-pinkeye-van-make-it-yours-naar-make-it-theirs\/","title":{"rendered":"Ruud Belmans (Pinkeye): \u201cVan \u2018make it yours\u2019 naar \u2018make it theirs\u2019\u201d"},"content":{"rendered":"<p>\u00a0<\/p>\n<h2>Het verhaal eigen maken<\/h2>\n<p>\u201cAchter elk merk moet een goed verhaal zitten. Het bedrijf moet er volledig achterstaan en er ook consistent naar handelen. \u2018Make the story yours\u2019 dus. Eens dat in orde is, kan het naar de consumenten worden gebracht, met de bedoeling dat die zich het verhaal eigen maken. Anders gezegd: een evolutie van \u2018make it yours\u2019 naar \u2018make it theirs\u2019. Alleen op die manier kan je consumenten duurzaam binden aan je merk\u201d, vertelt Ruud Belmans.<\/p>\n<p>Belmans is creatief directeur van Pinkeye, de Antwerpse studio die hij in 2006 samen met Thomas Vanden Abeele oprichtte en dat zich focust op het ontwerpen van interieurs voor retail en hospitality, het design van producten en verpakkingen en het grafisch ontwerp van logo\u2019s. \u201cMet als rode draad dat we altijd voor merken werken\u201d, aldus Belmans. De klantenlijst vermeldt namen als Coca-Cola, Douwe Egberts, Duvel Moortgat, Eskimo, Komono, MAC Cosmetics en Timberland.<\/p>\n<h2>\n<br \/>Trek je waarden door in alle activiteiten<\/h2>\n<p>Op de <a href=\"fr\/events\/retaildetailday2015\" target=\"_blank\" rel=\"noopener\">RetailDetail Day op 24 september, op de Lamot-site in Mechelen<\/a>, belicht Ruud Belmans de belangrijke rol van sterke merkverhalen en de manier waarop die kunnen worden vertaald naar de klant aan de hand van concrete voorbeelden.<\/p>\n<p>Belmans: \u201cWe kunnen slechts aan de slag als het verhaal rond een merk duidelijk is en de opdrachtgever er volledig achterstaat. Het komt er vervolgens op aan dat de waarden in dit verhaal worden doorgetrokken in alle activiteiten, met als uiteindelijk doel dat de consument erop inpikt en het verhaal tot het zijne maakt.\u201d<\/p>\n<p>\u201cOm zeker te zijn van de consistentie van het verhaal, brainstormen we er telkens over met een heel team, waarbij we soms met een heel ander voorstel voor de dag komen dan wat de opdrachtgever eerst in gedachten had.\u201d<\/p>\n<h2>\n<br \/>\u201cOnline gewoon deel van het totaal\u201d<\/h2>\n<p>\u201cEen veel voorkomende fout is dat het verhaal te vaag is. Als je niet goed weet was de positionering is, kan je het merk niet goed neerzetten. Vooral bij bedrijven die al even aan de slag zijn, dreigt een verwatering \u2013 met als gevolg dat de consument misschien afhaakt.\u201d<\/p>\n<p>Pinkeye richt zich momenteel voornamelijk op de fysieke producten en de winkelpunten. \u201cMet online zijn we nog niet zo hard bezig, maar het komt wel. Bovendien willen we dit niet apart zien van de rest. Online maakt gewoon deel uit van de totale winkelervaring\u201d, aldus nog Belmans.<\/p>\n<p>\u00a0<\/p>\n<p>Wil je er zelf ook bij zijn op de RetailDetail 2015 met thema &#8216;Transforming Retail&#8217;? <a href=\"fr\/events\/retaildetailday2015\" target=\"_blank\" rel=\"noopener\">Schrijf je dan nog snel in via retaildetail.be\/events.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0 Het verhaal eigen maken \u201cAchter elk merk moet een goed verhaal zitten. Het bedrijf moet er volledig achterstaan en er ook consistent naar handelen. \u2018Make the story yours\u2019 dus. Eens dat in orde is, kan het naar de consumenten worden gebracht, met de bedoeling dat die zich het verhaal eigen maken. Anders gezegd: een [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-10378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ruud Belmans (Pinkeye): \u201cVan \u2018make it yours\u2019 naar \u2018make it theirs\u2019\u201d - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/ruud-belmans-pinkeye-van-make-it-yours-naar-make-it-theirs\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ruud Belmans (Pinkeye): \u201cVan \u2018make it yours\u2019 naar \u2018make it theirs\u2019\u201d - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"\u00a0 Het verhaal eigen maken \u201cAchter elk merk moet een goed verhaal zitten. 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