{"id":18609,"date":"2023-04-22T15:31:00","date_gmt":"2023-04-22T13:31:00","guid":{"rendered":"https:\/\/www.thom.eu\/?p=18609"},"modified":"2025-12-21T22:33:36","modified_gmt":"2025-12-21T20:33:36","slug":"merk-strategie-is-de-belangrijkste-marketing-competentie","status":"publish","type":"post","link":"https:\/\/thom.eu\/nl\/inspiratie\/marketing-en-merk-strategie\/merk-strategie-is-de-belangrijkste-marketing-competentie\/","title":{"rendered":"Merk strategie is de belangrijkste marketing competentie"},"content":{"rendered":"\n<section class=\"mc mc_scheme-white\" id=\"block_d2e2dd4604e0445c28e566f8d329b05b\">\n  <div class=\"mc__container\">\n    <div class=\"mc__header\">\n              \n\n<h3 class=\"heading heading_as-h3\">\n  \n<\/h3>\n      \n              \n\n\n<div class=\"text text_default-500\" >\n  <p style=\"text-align: left;\">Merk strategie is de belangrijkste marketing competentie, dat is de uitkomst van recent onderzoek onder CMO\u2019s door Gartner. Maar hoe kom je tot een goede \u2018brand strategy\u2019? In dit artikel legt \u2018Brand Guru\u2019 Mark Ritson, op de voor hem kenmerkende wijze, uit wat de stappen zijn om tot een goede \u2018brand strategy\u2019 te komen.<\/p>\n<p style=\"text-align: left;\">Een paar lessen eruit gelicht die wij in onze adviespraktijk ook veel toepassen:<\/p>\n<ul style=\"text-align: left;\" role=\"list\">\n<li>Strategie betekent vooral kiezen wat je niet doet<em>.\u00a0<\/em>Dit zijn vaak heel lastige keuzes, maar noodzakelijk voor focus.<br \/>\n\u200d&#8221;<em>Keep asking yourself in the shower each morning, \u2018what else can I kill?\u2019. Morons create and then create more. Good marketers keep cutting the fat.&#8221;<\/em><\/li>\n<\/ul>\n<ul style=\"text-align: left;\" role=\"list\">\n<li>Houd de positionering eenvoudig: wat zijn de drie domeinen die je wilt claimen in het hoofd van de doelgroep? De hiervoor benodigde diagnose en het maken van de juiste keuzes vormen de complexe fase in het komen tot de merkstrategie.<br \/>\nAls dat klaar is, dan wil je dat iedereen binnen het bedrijf begrijpt wat de positionering inhoud en hierop kan acteren.<br \/>\n\u200d<em>\u201cSo many badly run brands have layer upon layer of positioning. Brand essence leads to brand DNA, which segues to brand values and then to brand purpose and then brand attributes and tone of voice and character and wanky wanky wank wank. There are so many layers, each with so many inane words, that no-one inside the company, never mind any of the consumers that the brand hopes to ultimately target, have any clue what the brand actually stands for.\u201d<\/em><\/li>\n<\/ul>\n<p style=\"text-align: left;\">Lees\u00a0<a href=\"https:\/\/www.marketingweek.com\/mark-ritson-brand-strategy-marketing\/\" target=\"_blank\" rel=\"noopener\">hier<\/a>\u00a0het volledige artikel.<\/p>\n\n<\/div>\n          <\/div>\n\n      <\/div>\n<\/section>\n\n\n\n\n<section class=\"bce bce_type-full-width bce_scheme-blue bce_count-single\" id=\"block_e60fad2e5be47403ad182ed02e456afd\">\n  <div class=\"bce__container\">\n    <div class=\"bce__inner\">\n              <div class=\"bce__header\">\n          <svg class=\"bce__header-shape\"\n            viewBox=\"0 0 40 50\"\n            fill=\"none\"\n            xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n            <path d=\"M18.4033 49.0234L40 24.9609L18.4033 0.898438L-5.73561e-07 0.898438L0 49.0234L18.4033 49.0234Z\"\n              fill=\"currentColor\" \/>\n          <\/svg>\n\n          \n\n<h3 class=\"heading heading_as-h4 bce__header-title\">\n  Neem contact op\n<\/h3>\n        <\/div>\n      \n              <ul class=\"bce__experts\">\n                      \n            <li class=\"bce__experts-item\">\n                              \n\n<figure class=\"image image_fit-cover bce__experts-item-image\"\n  style=\"--aspect-ratio: 1\">\n  <img decoding=\"async\" src=\"https:\/\/thom.eu\/wp-content\/uploads\/2024\/01\/IMG_4922-scaled.webp\" alt=\"\" title=\"\">\n<\/figure>\n              \n              <div class=\"bce__experts-item-info\">\n                <div class=\"bce__experts-item-info-details\">\n                  \n\n<p class=\"heading heading_as-h6 bce__experts-item-info-details-name\">\n  Roel Reukers\n<\/p>\n\n                  \n\n\n<p class=\"text text_default-500 bce__experts-item-info-details-position\" >\n  Director\n<\/p>\n                <\/div>\n\n                <div class=\"bce__experts-item-info-contacts\">\n                  \n\n\n<a class=\"button button_variant-tertiary button_scheme-dark\" href=\"mailto:roel.reukers@thom.eu\" target=\"\">\n      <span class=\"button__icon\">\n      \n<div class=\"icon \" style=\"--icon-default-size: 20px;\">\n  <svg  viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <g clip-path=\"url(#clip0_3427_9822)\">\n        <path d=\"M3 6.21094H21V18.9609C21 19.1598 20.921 19.3506 20.7803 19.4913C20.6397 19.6319 20.4489 19.7109 20.25 19.7109H3.75C3.55109 19.7109 3.36032 19.6319 3.21967 19.4913C3.07902 19.3506 3 19.1598 3 18.9609V6.21094Z\" stroke=\"currentColor\" stroke-width=\"1.33\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n        <path d=\"M21 6.21094L12 14.4609L3 6.21094\" stroke=\"currentColor\" stroke-width=\"1.33\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n    <\/g>\n<\/svg>\n\n<\/div>\n    <\/span>\n  \n      <span class=\"button__label\">roel.reukers@thom.eu<\/span>\n  \n  <\/a>\n\n                  \n\n\n<a class=\"button button_variant-tertiary button_scheme-dark\" href=\"tel:06 22 85 24 84\" target=\"\">\n      <span class=\"button__icon\">\n      \n<div class=\"icon \" style=\"--icon-default-size: 20px;\">\n  <svg viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <g clip-path=\"url(#clip0_3427_10250)\">\n        <path d=\"M15.4116 14.5862C15.5154 14.5171 15.6349 14.4749 15.7591 14.4637C15.8834 14.4524 16.0085 14.4722 16.1231 14.5215L20.5444 16.5024C20.6934 16.5661 20.8177 16.6763 20.8989 16.8166C20.98 16.9569 21.0135 17.1196 20.9944 17.2806C20.8487 18.369 20.3127 19.3676 19.486 20.0905C18.6593 20.8134 17.5982 21.2114 16.5 21.2106C13.1185 21.2106 9.87548 19.8673 7.48439 17.4762C5.0933 15.0851 3.75 11.8421 3.75 8.46055C3.74916 7.36237 4.1472 6.30125 4.87009 5.47455C5.59298 4.64785 6.59152 4.11183 7.68 3.96618C7.84091 3.94706 8.00368 3.98057 8.14395 4.06169C8.28422 4.14281 8.39444 4.26718 8.45813 4.41618L10.4391 8.84118C10.4877 8.95483 10.5076 9.07875 10.4968 9.20191C10.486 9.32508 10.4449 9.44366 10.3772 9.54711L8.37375 11.9293C8.30269 12.0365 8.26066 12.1604 8.25179 12.2887C8.24291 12.4171 8.26749 12.5455 8.32313 12.6615C9.09844 14.2487 10.7391 15.8696 12.3309 16.6374C12.4475 16.6928 12.5766 16.7168 12.7053 16.7071C12.834 16.6974 12.958 16.6544 13.065 16.5821L15.4116 14.5862Z\" stroke=\"currentColor\" stroke-width=\"1.33\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n    <\/g>\n<\/svg>\n\n<\/div>\n    <\/span>\n  \n      <span class=\"button__label\">06 22 85 24 84<\/span>\n  \n  <\/a>\n                <\/div>\n              <\/div>\n            <\/li>\n                  <\/ul>\n          <\/div>\n  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