Het merk Belgïe NV

Disndagavond organiseerde de expertgroep Communicatie van Stichting Marketing een seminar met de titel: “The brand Belgium. Does it exist? What’s next?” Een drietal buitenlandse communicatie-experts die hun mening duidelijk maakte over wat er moet gebeuren om van Belgïe een A-merk te maken.

Experts van dienst:

• Robert Torck – president Intersnack France
• Nils van Dam – Senior vice president Spreads & Dressing Europe, Unilever
• Tom Blackett – Vice-chairman Interbrand Group

Enkele boeiende conclussies en uitspraken:

Strong points Brand Belgium :

• High skilled people
• Networking
• Multi langual
• Modest – pragmatic
• Confident
• hard working

Challanges for the brand Belgum:

• Broadening it’s ambitions
  • risk avoidance
  • parochial mentality
•  More languages (min. 4)
• multi cultural potential
• Increase education level
  • BE university in top 10 of the world
• Reach for the best in class communication infrastructure
  • wireless internet access everywere – country wide
  • free pc for all inhabitants

Nils van Dam: “To many responsabilities are in the hands of the regions. It makes it difficult to make global decisions.”

Question from Tom Blackett to Yves Leterme: ” What is your vision in the benefits of a united Belgium?”

“All branding comes from inside => out” It’s starts with the people of Belgium and not with the politicians.