Alain Thys

Five Questions with Rob Markey

Later this month September, Fred Reichheld and Rob Markey are launching their new book The Ultimate Question 2.0, a sequel to the earlier bestseller that brought us the Net Promoter Score and the knowledge that “happy customers make you more money”. 

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Storytelling and TV Advertising (No Story, No Glory)

When I was cleaning out my hard-drive earlier this week, I came across this presentation I did last April at the VTM Day (where I had the honour of sharing the stage with my hero Luc Besson :-)

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Introducing Helge Tennø

It’s been a while, but there’s a new blogger on the Futurelab block. His name is  Helge Tennø, and he’s currently a planner at an Oslo design agency.

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Innovation in Publishing: A Short Interview with Jan Van Mol

A number of people these days are exploring new ways of publishing. Seth Godin has launched his Domino Project, Ted is doing Ted Books, and some time ago Alexander Osterwalder had some great ideas on Business Model Generation.

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So You Want To Be Customer-centric?

On the face of it, customer-centricity is easy.  All you need to do is figure out what your customers need, and give it to them.  But anyone who's attempted to make his business act on the voice of the customer knows better.  Silos, policies and KPI's get in the way.

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About Vampires, Warlocks and Audience Engagement

It was Kevin Kelly who once said that to make a living an artist would only need 1000 fans. After all, if every fan generates $50 of income a year and convinces two or three of his friends to also purchase the occasional book, song or T-shirt the math works.

The corollary of this is that creative artists should stop thinking in terms of big audiences and mass media success.  Instead, they should focus on getting to know and engaging their fans on a virtually individual basis.

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Futurelab Brussels Is Open for Business

Today is a happy day. With the setup of Futurelab Brussels, we will finally become active in the Belgian market. Even though we’ve been based here for years, we’ve only had a handful of Belgian customers and never really engaged in any prospecting.

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Can Marketing Save the World?

Last weekend I had an interesting experience.  On Friday and in part Saturday I participated in the International Marketing Congress in Ghent.  On Monday, I was at TEDxBrussels, which by now has become the biggest TEDx in the world.  The two events couldn’t have been more different.

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How Relevant Are You? Really?

It’s official, marketing is irrelevant.  At least, it looks that way when you look at the topic of this year’s International Marketing Congress.  After all, if all was in good order, would a thousand marketers gather to discuss the ways they can increase the relevance of their profession?

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Five Ways to Sense-check Your 2011 Marketing Budget

From our experience in optimizing about €5 billion in media funds around the world, we know that between 2 and 40% of any marketing budget delivers absolutely no value to the business.  If you’d take a (kind) mean of 10%, this would mean that – globally – annually about $50 billion goes down the drain.  Not counting the parts which deliver “little value” and the opportunity cost of lost commercial impact.

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