Koen Verbrugge: Measuring Brand Impact

We talk about:

• Doing the same thing as other designers, but from very different perspectives.

• Being a bridge between what the company is and something like a creative team.

• Balance the creative and the business sides.

• What is branding for Koen, and what is marketing?

• How can you work better with marketing departments?

• What are good options from a client’s perspective?

• Important changes in the industry.

• How can you measure brands in a good way?

• Is your brand identity usable?

• Who are you, what can you do, and what do you want to do?

• What is going to change in the future?

• The value of a good idea: does it build a relationship with the right people?

• Data never tells something. You ask data, and it gives you responses.

Important Quotes:

• “Marketing is about compromises.”

• “It’s not about technology or production values, it’s about relationships.”

• “Understanding your team is very important.”

• “The value is in the brief.”

• “Do we attract the right people easier?”

• “You can’t know it all.”

• “We’re not building the most beautiful brand, we’re building the brand that fits what we can do.”

• “Does it serve the purpose?

• “Sometimes we are misguided because of what we learned.”