Sophie Konings

𝙰𝚗 𝚎𝚖𝚘𝚝𝚒𝚘𝚗𝚊𝚕 𝚙𝚘𝚜𝚝. Because emotion is important. Crucial even, to a brand. I work with a lot of brands in the B2B and financial sectors. Except they often don’t think like brands. More often, they act as mere service or product providers. Rational purveyors of things people need, done well, priced fairly. It all sounds fine. But how is it different to any competitor? And more importantly, how does it make people feel? And that’s the emotional part. What is the reason customers choose you more than once? How do they feel about recommending you? When you work for them do they experience reassurance? Inspiration? Excitement? Satisfaction? Delight? These are human traits. And, whether we admit it or not, every buying decision is an emotional one. We can justify it with rationale but that’s not the whole truth. Something beyond those bulletpoints gets you over the line. Emotion. I’m often reminded of the old Carling Black Label advertising, “I bet he drinks Carling Black Label” https://lnkd.in/eDHGT886. The ads always included the line, “Your best bet for a fuller flavour”. It allowed people to convince themselves they’d chosen this particular generic cooking lager for a rational reason (‘fuller flavour’). Whereas in reality, the emotion of the brand idea was the only difference between this pint and half a dozen others. If people don’t feel anything about your brand –affection, enjoyment, trust, comfort, confidence – they won’t care, nor will they have any loyalty. Humans are like that. How does this make you feel?

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Well done Grant Hillary on this new agency venture. I know this venture is going to fly, Ai is here to stay and why not utlise it to do things better, more efficiently and cheaper too. #futuredrivenagency #humaine #Aimarketing

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150 YEARS OF WHATEVERKEN – HEINEKEN (LEPUB MILAN) Retrofitting Brief ------------------ Finding: Heineken is the most misspelled beer brand in the world. Consumer Problem: For the past 150 years, people have been misspelling the HEINEKEN brand, thinking it’s a German beer and calling it Hineken, Haneken, or Heneken. Some even drink it with a straw! Brand Truth: What matters to HEINEKEN is that people are having a good time with their beer, no matter how they spell it. Strategy: Turn people's mistakes into global celebrations. Consumer Goal: Make people see Heineken as a symbol of freedom celebration. Link: https://lnkd.in/gqzGefu3

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I'm very happy to share that I have succesfully completed the INSEAD Online Programme: Driving Digital Marketing Strategy! It has been a very exciting learning journey that has helped me to better understand how to maximize the impact of an integrated online and offline marketing strategy. Do you know what steps your (potentially new) customers go through when they are considering making a purchase or contracting a service? Do you know how you can best support them? And what digital data can you use to build a stronger connection with your customers, for example; leveraging their feedback? If you're interested to hear more about how these insights could benefit your company, let me know!

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🌟 Friday Reflections: Tired but Inspired! 🌟 As the week comes to a close, I find myself reflecting on the hard work and dedication that went into every project and campaign we tackled at NewGen. It’s been a week full of challenges, creativity, and collaboration, and as always I couldn’t be more proud of what we’ve achieved. Here are a few highlights that kept me inspired this week: 🔹 Optimising our workflows: This week we onboarded a new reporting system, bringing all our efforts into one place, saving the team many hours on manual reporting, and giving them more time to focus on the important part - insights, learnings and optimisations! 🔹 Team Collaboration: The synergy and support within the NewGen team have been incredible. We’ve tackled tight deadlines, brainstormed brilliant ideas, and celebrated each win together. It’s this team spirit that makes the hard work so rewarding. 🔹 Client Success: Seeing the positive impact of our work on our clients' brands always recharges my motivation. Helping our clients achieve their goals and watching their brands thrive is what drives us forward. 🔹 Continuous Learning: Every week is an opportunity to learn and grow. Whether diving into new social media trends, analysing data for insights, or finding creative solutions, the journey of learning never stops, and I'm so thankful NewGen sets us up with an environment that facilitates this always-learning culture. As I head into the weekend, I’m feeling a mix of exhaustion and exhilaration. The passion and dedication we pour into our work at NewGen make every moment worth it. Here’s to resting, recharging, and coming back even stronger next week! Wishing everyone a restful and inspiring weekend! (Picture of me with just some of my many many call notes) #FridayFeels #HardWork #TeamWork #Inspiration #NewGen #MarketingMagic #SocialMedia #LovesAPostIt

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👃The smell becomes the ad 🍟 McDonald's Nederland has decided to employ a unique strategy to generate buzz about the #brand. Normally, the visual and sound components are essential to any brand, but McDonald's has decided to voluntarily deprive itself of them. The brand used empty #billboards in shades of red and yellow that are vaguely associated with fast food and have the distinct aroma of McDonald's #frenchfries.🍟 Briefly, what is the central idea? Smell is the most effective sense for recalling exciting memories. One of the most intriguing aspects of McDonald's is its association with nostalgia and good times. The brand therefore asks itself if the smell of its iconic French fries is enough to trigger a positive reaction in passers-by. Apparently, the answer is yes; the brand has been able to establish itself in the general culture, and the results are as expected. Given the impressive campaign #coverage, McDonald's is likely to be satisfied with this result. It is great to see McDonald's not only have a global marketing system, but also encourage local teams to experiment. 😄

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Did you know that inclusive advertising can significantly boost business performance and have a positive impact on brand reputation? 📈 According to a global study conducted by Kantar, 62% of Dutch consumers claim that a brand's reputation for diversity and inclusion influences their purchasing decisions. And it's not just limited to the Netherlands! Around the world, 75% of consumers agree that diversity and inclusion play a pivotal role in shaping their buying choices. Inclusive marketing goes beyond just reflecting diversity; it is about actively embracing and celebrating differences. By #authentically representing various cultures, backgrounds, abilities, and identities in marketing campaigns, brands can resonate with a wider audience and foster genuine connections with consumers. This research debunks the myth of "go woke, go broke." Embracing inclusivity could be a game-changer for brands, as progressive and inclusive advertising leads to a significant increase in revenue of over 16% compared to less inclusive campaigns. Through my work, I have witnessed firsthand the profound impact of inclusive marketing. Brands that prioritize inclusion not only demonstrate a commitment to social responsibility but also stand out in a crowded marketplace by appealing to the values and beliefs of a diverse consumer base. Kantar's Brand Inclusion Index 2024, which surveyed 23,000 people across 18 countries, including the Netherlands, reveals that discrimination remains a prevalent issue. By not addressing discrimination, brands risk alienating a significant portion of their customer base. Moreover, inclusive marketing is not just a trend but a fundamental shift towards a more equitable and representative approach to communication. By listening to diverse voices, challenging stereotypes, and promoting inclusivity in all aspects of their brand messaging, companies can drive positive societal change while also driving profitability. In today's fast-paced and interconnected world, consumers are increasingly demanding authenticity, transparency, and social responsibility from the brands they support. Inclusive marketing is not only the right thing to do ethically but also a strategic imperative for businesses looking to thrive in an increasingly diverse and globalized marketplace.

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Do I refuse to make a profit for my clients? The triple bottom line is a sustainability framework that measures a business's success in three key areas: profit, people, and the planet. And yet I have been asked on more than one occasion if working with 'brands with purpose' means that I am not interested in making a profit for my clients. ⁉️ No, that isn't what it means. I exist to drive sales for my clients. That is what I do. It means the businesses I prefer to work with have a positive mission driving their operations. Examples include or have included: - A luggage company that helps children in care - A vegan chocolate company - A solar energy company - An architects practice with a focus on sustainability All of these brands exist to make profit but are also driven by strong values. So yes, I help clients increase their profit.

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"The creative process is one of human's most complex and beautiful parts. Creativity is messy, frustrating, enjoyable, and different for everyone. Being creative helps us understand ourselves and the world"...... We are changing business landscapes with technology and cutting-edge marketing techniques that are changing the meaning of branding and profit in every sales strategy! Join us....... it takes one call or email! #metgala #seo2sales #globaltech #marketing #branding #socialmedia #contentcreation #ceoinsights #cmosinsights #provisors #digitalmarketing

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🇳🇱 Why on earth am I sharing an image of Amsterdam? 🌍 Why is this relative to the digital landscape I hear you say? Well, simple, the number of online stores in the Netherlands has more than tripled since 2014! 🚀 Even more interesting is that there were over 101 thousand active online stores at the beginning of this year!! That's a huge increase right?, basically shows the rapid growth of the eCommerce industry in this country. But what does this mean for brands and agencies? It presents a tremendous opportunity and while the Netherlands already has its fair share of agencies, the surge in online stores indicates a growing demand for digital marketing services. Businesses are looking to establish and expand their online presence, which opens up a vast market for agencies to thrive. The data also reveals that the eCommerce industry is among the top 10 sectors where the number of small and medium-sized enterprises (SMEs) has grown the strongest in the past decade there. Wouldn't it be great to have a client over there and an excuse for a business expense to go there? #DigitalMarketing #eCommerce #NetherlandsOpportunity #BusinessGrowth #netherlands

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"🏀Samsung's Slam Dunk: New AI Tool Gives Dutch 3x3 Basketball Team an Edge at the Olympics! 🥇 💡Samsung recently unveiled its latest AI-powered sports analytics tool, ShotControl, developed in collaboration with Cheil Benelux. This ground-breaking tool is set to change the game, already proving a game-changer for the Dutch 3x3 Basketball team at the Olympics. 🤔 Mixing technology and sports always offers fascinating outcomes, and this combination by Samsung is nothing short of that. It's an intriguing indication of how far tech can push sporting performance and strategy planning. 🌍 The technology undoubtedly has the potential to revolutionize the sports industry. For any business working in sports analytics, this is a wake-up call: AI isn't just in the realm of tech giants. It's filtering into every single industry, changing the way we work, play, and compete. What are your thoughts on this surprising AI-sports interaction and its implications for various industries? Share your insights in the comments.💬 For more exciting AI news, sign up for my FREE newsletter, The Real World AI: https://lnkd.in/e5jBQ5ev 👈"

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In April, I had the privilege of delivering a talk at The Future of Entrepreneurship Festival in Antwerp. My session, "Innovation Beyond Borders: The Role of Diversity and Future-Proofing Business," aimed to challenge the audience's perspectives on gender, race, and sex. The talk focused on three key points: - Community - Creativity - Curiosity These elements are crucial for success and for nurturing irreplaceable talent in the future. Diversity goes beyond superficial differences; it's about embracing what truly sets us apart. During my talk, I referenced inspiring founders like Maeva Heim, Conna Walker, Olamide Olowe, and Whitney Wolfe. These entrepreneurs have successfully cultivated communities, applied creative solutions to problems, and embraced curiosity to drive innovation in their ventures. Diversity in business is not about mere compliance or altruism; it is a fundamental driver of innovation. It challenges us to look beyond identities and understand the true value of being different. Culture in business is not something external; we actively shape it through our language, tone, and perspectives. Embracing diversity is not about fitting into a box; it's about fostering a culture of inclusion and innovation. To drive meaningful change and progress, we must prioritize curiosity, creativity, and community in all our endeavors. Let's embrace the power of difference and pave the way for a more inclusive and innovative future.

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What if at the core of every organisation lay the question: How can we create value for the wider ecosystem? 🌐 With this question at the heart of the business, a wide range of marketing practices can start being questioned, challenged and transformed. 🦋 Check out a blog post I wrote some time ago on honest and empathic campaigning 👉🏼 https://lnkd.in/eSqEN_ws Some questions we can ask ourselves: ❓How can we add real value to the lives of the communities and more-than-humans in our ecosystem? ❓Is this content/service/offer really free (with data being one of the biggest currencies of our society)?  ❓Is this really urgent? Are we steering away from scarcity and urgency campaigns that take advantage of people’s FOMO and loss aversion? ❓Are our promises grounded in reality and being kept along the way?  ❓Is there an accountability framework in place to keep track of the real progress?  ❓Are we transparent about our mistakes, taking responsibility for them and using them as learning opportunities? ❓Is impact shared as it is: no exaggerated benefits and inflated results; no data and stories taken out of context? What practices are you using (or unlearning) to foster empathy, transparency and authenticity in your marketing efforts? Let’s learn from each other in the comments below 👇🏽

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Naming matters. A gravy train involves neither gravy nor trains. A coat of arms isn't something Lady Gaga might wear. A Dutch oven wouldn't be great for prepping a meal in The Netherlands. Performance marketing doesn't 'perform' in the financial long run, and is mostly devoid of any captivating performance in its content. In a new ad effectiveness course, Advertising Principles Explained, Orlando Wood & Paul Feldwick suggest an alternative term: 'salesmanship' (vs. showmanship for long-term, fame-focussed, brand-building) and talk about which you should prioritise for commercial success. https://lnkd.in/eqjMY3xh #marketing #advertising

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Media Buying + Beers + Amsterdam + New Friends = Fun times! 🍻 Last week, I had a chance to meet some of the smartest digital marketers in Europe & beyond. I attended a Foxwell Founders event in Amsterdam, where +50 members of the community gathered to discuss all things media buying, brand building and more. We also had some amazing food, beers and wine, and explored a few of the city's pubs. 😂 If you're not familiar with Foxwell Founders, it's a community of founders and marketing pros mainly focused on all things media buying, founded by Andrew Foxwell & Gracie Foxwell. I've been a part of it for almost a year and it's by far the most valuable community I'm part of. The value their courses provide is insane. Not only that, you can also access the best minds in media buying, creative, brand building and more in the community's Slack channel. Everyone is super helpful and friendly, and I've learnt A LOT from the discussions in the group. Meeting other members face-to-face was super inspiring. Lots of smart people doing very well and sharing strategies, ideas and experiences. If your brand or agency has anything to do with media buying or want to learn from the best, I 1,000% recommend you join the group – DM me and I'll intro you or reach out to them directly. Looking forward to attending the next event. Next time in the US! 🇺🇸 #marketing #agency #digitalmarketing #brand

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The magic of macro to micro thinking: Exhibit 1 bellow: the new ad for Heinken by LePub => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team scored => called wife => repeat calling wife to ensure future wins => invite others to call wife for more luck Exhibit 2 in the first comment: the 2023 Cannes Lions award winning Tide ad by Saatchi & Saatchi (We Are Saatchi) => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team won => lucky jersey => can’t wash jersey to keep the luck inside => repeat wearing lucky stinking dirty jersey Same starting point. Different brand narrative. Different thinking destination. One of many destinations. Lovely to see it in action. Every macro observation is just the beginning of a magical journey to a unique micro observation which leads to a different savvy insight. KEEP DIGGING! 😊 #StructuredCreativeThinking #MicroCreativeThinking #Macro2Micro #KeepDigging #Insights #Creativity Cannes Lions International Festival of Creativity The HEINEKEN Company #HardcoreFans

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Why should brands integrate purpose into their strategy? The fundamental reason is that it drives profit. Today is King's Day, a national holiday in the Netherlands. Every year, we're at the Oranje market with our kids, selling some of their toys to make room for new ones. But today, my daughter Evi made the most profit. Evi's brand purpose is to bring joy and happiness. Embodying authenticity, sharing music, and fostering a sense of belonging within the Orange community for visitors, making them feel part of something bigger. This is our core belief at The Beverage House: crafting meaningful brands for consumers and partners in the beverage industry. P.S. Super proud of my daughter! #branding #purpose #marketing #activations #brandbuilders #beverageindustry

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Lesson 8: Eight steps to understanding Gezelligheid🧐

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