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.”