{"id":1700,"date":"2012-05-30T05:53:06","date_gmt":"2012-05-30T05:53:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/algemeen\/dreams-fears-ontwikkelt-nieuw-researchmodel-voor-merken\/"},"modified":"2012-05-30T05:53:06","modified_gmt":"2012-05-30T05:53:06","slug":"dreams-fears-ontwikkelt-nieuw-researchmodel-voor-merken","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/dreams-fears-ontwikkelt-nieuw-researchmodel-voor-merken\/","title":{"rendered":"Dreams &amp; Fears ontwikkelt nieuw researchmodel voor merken"},"content":{"rendered":"<p>Beiden zijn ervan overtuigd dat merken en bedrijven in de sterk veranderende wereld van vandaag anders aan marketing moeten doen. &#8220;Merken moeten zich afvragen welke rol ze spelen in het leven van mensen. De merken die zullen winnen in de wereld van morgen, zijn niet de merken met de sterkste \u2018<strong>brand equity<\/strong>\u2019, maar zij die de sterkste \u2018<strong>brand relationship equity<\/strong>\u2019 hebben&#8221;, klinkt het. In mensentaal: niet langer het &#8211; vaak subtiele &#8211; productverschil geeft de doorslag, w\u00e9l de sterkte van de band of de relatie tussen het merk en zijn klanten.<\/p>\n<p>\u00a0<\/p>\n<h2>Nieuw research model mondt uit in &#8220;marketing roadmap&#8221;<\/h2>\n<p>&#8220;Het probleem van veel research is dat die blijft steken in de schuif van de research manager&#8221;, zegt Herman Toch. &#8220;Wij willen er net voor zorgen dat de conclusies een breder draagvlak krijgen binnen het bedrijf en dat de vertaalslag gemaakt wordt naar merkcommunicatie en productontwikkeling. Daartoe ontwikkelden we een model dat zeer helder en actiegericht is.&#8221;<\/p>\n<p>\u00a0<\/p>\n<p>&#8220;Vanuit mijn vroegere ervaring zag ik dat de resultaten en opgedane kennis heel erg moeilijk in creatie konden worden omgezet. Wij willen met ons model en onze opzet adverteerders en communicatiebureaus helpen om net die brug te slaan&#8221;, zegt mede-oprichter Klaus Lommatzsch. &#8220;Aan het einde van onze opdracht krijgen de merken een <strong>marketing roadmap<\/strong>, waarmee ze de volgende drie jaar verder kunnen.&#8221;<\/p>\n<p>\u00a0<\/p>\n<p>Dreams &amp; Fears maakt zelf geen content of reclame, maar werkt in synergie met de partners waarmee de klanten al samenwerken. Herman Toch en Klaus Lommatzsch mogen naar eigen zeggen al klinkende namen als <strong>Colruyt<\/strong>, <strong>Heinz<\/strong>, <strong>Douwe Egberts<\/strong>, <strong>PepsiCo<\/strong> en de <strong>VMMA<\/strong> tot hun klanten rekenen.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Beiden zijn ervan overtuigd dat merken en bedrijven in de sterk veranderende wereld van vandaag anders aan marketing moeten doen. &#8220;Merken moeten zich afvragen welke rol ze spelen in het leven van mensen. De merken die zullen winnen in de wereld van morgen, zijn niet de merken met de sterkste \u2018brand equity\u2019, maar zij die [&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-1700","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>Dreams &amp; Fears ontwikkelt nieuw researchmodel voor merken - 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\/dreams-fears-ontwikkelt-nieuw-researchmodel-voor-merken\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dreams &amp; Fears ontwikkelt nieuw researchmodel voor merken - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Beiden zijn ervan overtuigd dat merken en bedrijven in de sterk veranderende wereld van vandaag anders aan marketing moeten doen. &#8220;Merken moeten zich afvragen welke rol ze spelen in het leven van mensen. 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