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.”

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