MERKCOMMUNICATIE &
CREATIEVE CAMPAGNES:
STRATEGIE
Lesnotities
Schooljaar 2025-2026
,INHOUD
Introductie in het vak en het concept van branding & rebranding ...............................................5
1. Les 1 – 23/09/2025 ...........................................................................................................5
1.1. Stages of brand awareness ......................................................................................5
1.2. Brand identity & brand story .....................................................................................6
1.3. Brand building & activation .......................................................................................6
1.3.1. Brand building – ‘je eigen merk exposen’ ...........................................................6
1.3.2. Brand activation – ‘interactie of actie verwachten’ .............................................7
1.4. Brand awareness meten...........................................................................................8
1.5. Rebranding ..............................................................................................................8
1.5.1. slecht merkimago wegwerken...........................................................................8
1.5.2. Overname of fusie vraagt rebranding .................................................................8
1.5.3. Veranderingen in de markt ................................................................................8
1.5.4. Nieuwe afzetmarkt ...........................................................................................8
1.5.5. Het merk is verouderd ......................................................................................8
1.6. Case study rebranding – Barbie ................................................................................9
Wat is een strategisch dossier? – leren samenwerken – feedback & Case: tjoolaard ................ 11
2. Les 2 – 30/09/2025 ......................................................................................................... 11
1. Agency life ................................................................................................................. 11
2. Strategic plan ............................................................................................................ 12
3. Het dossier ................................................................................................................ 12
4. Let’s talk Ai ................................................................................................................ 13
4.1. De 6 C’s – zie nog eens dia 44-45!! ...................................................................... 13
5. Casevoorbeelden ...................................................................................................... 15
Doelgroepenalalyse en insights Case: Visit OOstende ............................................................ 16
3. Les 3 – 7/10/2025........................................................................................................... 16
1. Strategie: think, do, change ........................................................................................ 16
2. DISCOVER-fase ......................................................................................................... 16
3. Context-analyse ........................................................................................................ 16
4. Concurrentie-analyse ................................................................................................ 18
5. Insights ..................................................................................................................... 20
6. De kracht van teamwork ............................................................................................ 21
merkpositionering en merkontwikkelingsstrategieën Gastles: House of Marketing (tbc) ........... 24
4. Les 4 – 14/10/2025 ......................................................................................................... 24
1
, 1. Verschillende strategische merkmodellen .................................................................. 24
2. Brand Key Model ........................................................................................................ 24
2.1. Root strength, dia 8 ............................................................................................ 24
2.2. Competition, dia 12 ............................................................................................ 25
2.3. Target, dia 15 ..................................................................................................... 26
2.4. Inzichten (consumer insights), dia 18 .................................................................. 26
2.5. Beneftis, dia 23 .................................................................................................. 27
2.6. Values & personality, dia 29 ................................................................................ 28
2.7. Reasons to believe (RTB), dia 30 ......................................................................... 28
2.8. Discriminator / USP, dia 33 ................................................................................. 28
2.9. Brand idea, dia 34 .............................................................................................. 28
3. Gastles: House of Marketing (TBC) ............................................................................. 29
3.1. Positioning, a priority for the C-suite ................................................................... 29
3.2. Demystify brand positioning ............................................................................... 29
3.3. Main take-ways .................................................................................................. 30
Brand book: mentale merkidentiteit (merkarchetype, brand personality) + visuele merkidentiteit
............................................................................................................................................. 31
5. Les 5 – 21/10/2025 ......................................................................................................... 31
1. Mentale merkidentiteit ............................................................................................... 31
1.1. Visie .................................................................................................................. 31
1.2. Missie ................................................................................................................ 32
1.3. Waarden ............................................................................................................ 32
1.4. Merkessentie ..................................................................................................... 33
1.5. Merkbelofte ....................................................................................................... 33
1.6. Merkarchitectuur ............................................................................................... 34
1.7. Brand story / Manifest ........................................................................................ 35
1.8. Brand movie....................................................................................................... 35
1.9. Brand archetypes ............................................................................................... 35
1.10. Merkpersoonlijkheid........................................................................................... 36
1.11. Tone of voice ...................................................................................................... 36
2. Design / Experience ................................................................................................... 37
2.1. Logo .................................................................................................................. 37
2.2. Kleuren .............................................................................................................. 37
2.3. Typografie .......................................................................................................... 37
2
, 2.4. Iconen ............................................................................................................... 38
2.5. (Logo) animation ................................................................................................ 38
2.6. Fotografie .......................................................................................................... 38
2.7. Tone of voice ...................................................................................................... 38
2.8. Storytelling ........................................................................................................ 38
2.9. Gap analyse: merkidentiteit vs. merkimago ......................................................... 38
Creatieve brief + community canvas + brainstormtechnieken Gastles: The Brand Guys – Fight
The Average .......................................................................................................................... 39
6. Les 6 – 18/11/2025 ......................................................................................................... 39
1. Inleiding .................................................................................................................... 39
2. Visual identity ............................................................................................................ 39
3. Some UnAverage … we’ve built................................................................................... 41
4. UnAverage Framework ............................................................................................... 41
5. Les 6: Community canvas .......................................................................................... 44
5.1. The creative brief................................................................................................ 44
5.2. Strategieën ........................................................................................................ 44
Opbouw van een creatieve campagne Gastles (tbd) ............................................................... 47
7. Les 7 – 25/11/2025 ......................................................................................................... 47
1. Brand campaign ........................................................................................................ 47
1.1. Case: WONDR X Think Pink ................................................................................ 47
2. Pitch this! Hoe maak je een sterke pitch? .................................................................... 52
2.1. Aandacht ........................................................................................................... 53
2.2. Problem (struggle) .............................................................................................. 53
2.3. Oplossing (solution) ........................................................................................... 54
2.4. Voordeel ............................................................................................................ 54
2.5. Einde ................................................................................................................. 54
Type campagnes gelinkt aan de customer journey Gastles: Tim De Smet - Sonhouse ............... 56
8. Les 8 – 2/12/2025........................................................................................................... 56
1. Merkcommunicatie doorheen de customer & employer journey .................................. 56
2. Brand communication ............................................................................................... 56
3. Merkcommunicatie in de customer journey ................................................................ 57
3.1. Brand touchpoints wheel.................................................................................... 57
4. Belang van employer branding.................................................................................... 60
3.2. Employee journey .............................................................................................. 60
3
CREATIEVE CAMPAGNES:
STRATEGIE
Lesnotities
Schooljaar 2025-2026
,INHOUD
Introductie in het vak en het concept van branding & rebranding ...............................................5
1. Les 1 – 23/09/2025 ...........................................................................................................5
1.1. Stages of brand awareness ......................................................................................5
1.2. Brand identity & brand story .....................................................................................6
1.3. Brand building & activation .......................................................................................6
1.3.1. Brand building – ‘je eigen merk exposen’ ...........................................................6
1.3.2. Brand activation – ‘interactie of actie verwachten’ .............................................7
1.4. Brand awareness meten...........................................................................................8
1.5. Rebranding ..............................................................................................................8
1.5.1. slecht merkimago wegwerken...........................................................................8
1.5.2. Overname of fusie vraagt rebranding .................................................................8
1.5.3. Veranderingen in de markt ................................................................................8
1.5.4. Nieuwe afzetmarkt ...........................................................................................8
1.5.5. Het merk is verouderd ......................................................................................8
1.6. Case study rebranding – Barbie ................................................................................9
Wat is een strategisch dossier? – leren samenwerken – feedback & Case: tjoolaard ................ 11
2. Les 2 – 30/09/2025 ......................................................................................................... 11
1. Agency life ................................................................................................................. 11
2. Strategic plan ............................................................................................................ 12
3. Het dossier ................................................................................................................ 12
4. Let’s talk Ai ................................................................................................................ 13
4.1. De 6 C’s – zie nog eens dia 44-45!! ...................................................................... 13
5. Casevoorbeelden ...................................................................................................... 15
Doelgroepenalalyse en insights Case: Visit OOstende ............................................................ 16
3. Les 3 – 7/10/2025........................................................................................................... 16
1. Strategie: think, do, change ........................................................................................ 16
2. DISCOVER-fase ......................................................................................................... 16
3. Context-analyse ........................................................................................................ 16
4. Concurrentie-analyse ................................................................................................ 18
5. Insights ..................................................................................................................... 20
6. De kracht van teamwork ............................................................................................ 21
merkpositionering en merkontwikkelingsstrategieën Gastles: House of Marketing (tbc) ........... 24
4. Les 4 – 14/10/2025 ......................................................................................................... 24
1
, 1. Verschillende strategische merkmodellen .................................................................. 24
2. Brand Key Model ........................................................................................................ 24
2.1. Root strength, dia 8 ............................................................................................ 24
2.2. Competition, dia 12 ............................................................................................ 25
2.3. Target, dia 15 ..................................................................................................... 26
2.4. Inzichten (consumer insights), dia 18 .................................................................. 26
2.5. Beneftis, dia 23 .................................................................................................. 27
2.6. Values & personality, dia 29 ................................................................................ 28
2.7. Reasons to believe (RTB), dia 30 ......................................................................... 28
2.8. Discriminator / USP, dia 33 ................................................................................. 28
2.9. Brand idea, dia 34 .............................................................................................. 28
3. Gastles: House of Marketing (TBC) ............................................................................. 29
3.1. Positioning, a priority for the C-suite ................................................................... 29
3.2. Demystify brand positioning ............................................................................... 29
3.3. Main take-ways .................................................................................................. 30
Brand book: mentale merkidentiteit (merkarchetype, brand personality) + visuele merkidentiteit
............................................................................................................................................. 31
5. Les 5 – 21/10/2025 ......................................................................................................... 31
1. Mentale merkidentiteit ............................................................................................... 31
1.1. Visie .................................................................................................................. 31
1.2. Missie ................................................................................................................ 32
1.3. Waarden ............................................................................................................ 32
1.4. Merkessentie ..................................................................................................... 33
1.5. Merkbelofte ....................................................................................................... 33
1.6. Merkarchitectuur ............................................................................................... 34
1.7. Brand story / Manifest ........................................................................................ 35
1.8. Brand movie....................................................................................................... 35
1.9. Brand archetypes ............................................................................................... 35
1.10. Merkpersoonlijkheid........................................................................................... 36
1.11. Tone of voice ...................................................................................................... 36
2. Design / Experience ................................................................................................... 37
2.1. Logo .................................................................................................................. 37
2.2. Kleuren .............................................................................................................. 37
2.3. Typografie .......................................................................................................... 37
2
, 2.4. Iconen ............................................................................................................... 38
2.5. (Logo) animation ................................................................................................ 38
2.6. Fotografie .......................................................................................................... 38
2.7. Tone of voice ...................................................................................................... 38
2.8. Storytelling ........................................................................................................ 38
2.9. Gap analyse: merkidentiteit vs. merkimago ......................................................... 38
Creatieve brief + community canvas + brainstormtechnieken Gastles: The Brand Guys – Fight
The Average .......................................................................................................................... 39
6. Les 6 – 18/11/2025 ......................................................................................................... 39
1. Inleiding .................................................................................................................... 39
2. Visual identity ............................................................................................................ 39
3. Some UnAverage … we’ve built................................................................................... 41
4. UnAverage Framework ............................................................................................... 41
5. Les 6: Community canvas .......................................................................................... 44
5.1. The creative brief................................................................................................ 44
5.2. Strategieën ........................................................................................................ 44
Opbouw van een creatieve campagne Gastles (tbd) ............................................................... 47
7. Les 7 – 25/11/2025 ......................................................................................................... 47
1. Brand campaign ........................................................................................................ 47
1.1. Case: WONDR X Think Pink ................................................................................ 47
2. Pitch this! Hoe maak je een sterke pitch? .................................................................... 52
2.1. Aandacht ........................................................................................................... 53
2.2. Problem (struggle) .............................................................................................. 53
2.3. Oplossing (solution) ........................................................................................... 54
2.4. Voordeel ............................................................................................................ 54
2.5. Einde ................................................................................................................. 54
Type campagnes gelinkt aan de customer journey Gastles: Tim De Smet - Sonhouse ............... 56
8. Les 8 – 2/12/2025........................................................................................................... 56
1. Merkcommunicatie doorheen de customer & employer journey .................................. 56
2. Brand communication ............................................................................................... 56
3. Merkcommunicatie in de customer journey ................................................................ 57
3.1. Brand touchpoints wheel.................................................................................... 57
4. Belang van employer branding.................................................................................... 60
3.2. Employee journey .............................................................................................. 60
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