{"id":3594,"date":"2023-08-14T12:04:39","date_gmt":"2023-08-14T10:04:39","guid":{"rendered":"https:\/\/www.antenno.com\/?p=3594"},"modified":"2023-08-14T14:01:03","modified_gmt":"2023-08-14T12:01:03","slug":"branding-onder-vuur","status":"publish","type":"post","link":"https:\/\/www.antenno.com\/en\/branding-onder-vuur\/","title":{"rendered":"Branding onder vuur?"},"content":{"rendered":"<style>.kb-row-layout-id_e300c4-04 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id_e300c4-04 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id_e300c4-04 > .kt-row-column-wrap{column-gap:80px;row-gap:var(--global-kb-gap-md, 2rem);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:repeat(2, minmax(0, 1fr));}.kb-row-layout-id_e300c4-04 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id_e300c4-04 > .kt-row-column-wrap{grid-template-columns:repeat(2, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id_e300c4-04 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id_e300c4-04 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column_7d131f-ff > .kt-inside-inner-col,.kadence-column_7d131f-ff > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column_7d131f-ff > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column_7d131f-ff > .kt-inside-inner-col{flex-direction:column;}.kadence-column_7d131f-ff > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column_7d131f-ff > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column_7d131f-ff{position:relative;}@media all and (max-width: 1024px){.kadence-column_7d131f-ff > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column_7d131f-ff > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.kadence-column_7d131f-ff, .kt-inside-inner-col > .kadence-column_7d131f-ff:not(.specificity){margin-right:0%;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column_7d131f-ff inner-column-1\"><div class=\"kt-inside-inner-col\"><style>.wp-block-kadence-advancedheading.kt-adv-heading_645aba-23, .wp-block-kadence-advancedheading.kt-adv-heading_645aba-23[data-kb-block=\"kb-adv-heading_645aba-23\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_645aba-23 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_645aba-23[data-kb-block=\"kb-adv-heading_645aba-23\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading_645aba-23 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading_645aba-23[data-kb-block=\"kb-adv-heading_645aba-23\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading_645aba-23 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_645aba-23\">Mini-merk<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ik fiets dagelijks heel wat reclameborden voorbij, en ze weten zelden mijn aandacht te trekken. Tot ik een affiche van automerk Mini zag. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Autoreclame zegt me niets, maar de operationele <em>promise <\/em> \u2018snelle levering\u2019 deed me deze keer wel halthouden. <strong>Levering als onderscheidend energie-element? Serieus? <\/strong>Mini als de GLS van de premium automerken?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Weg met purpose!<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Niet lang daarna passeerde op LinkedIn <a href=\"https:\/\/www.tijd.be\/dossiers\/de-prullenmand-2023\/weg-met-purpose\/10484160.html\">deze opinie van Frederik Anseel<\/a>, toch niet van de minsten, waarin hij even de vloer aanveegde met <em>purpose<\/em>: <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2018Vandaag leven we in een post-purposewereld. Aanvaard dat mensen zelf zin geven aan hun leven en stop met idiote purposeverhaaltjes op te dringen.\u2019<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dat zijn twee <em>jabs<\/em> naar de hartstreek van branding op korte tijd \u2013 daar staan we dan met onze <a>websessie employer branding op vrijdagochtend<\/a>. Met deelnemers uit organisaties die duidelijk <em>purpose-driven<\/em> zijn.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Weg met branding!<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nee. Maar laten we wel ophouden met fragmenteren. Purpose blijft het kloppende hart van uw organisatie, maar leg die dan geloofwaardig en slim op de juiste plek. Dat hoeft niet \u2018de goede zaak\u2019 te zijn (tenzij u het nieuwe Patagonia bent, of Seepje).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beste Frederik, <strong>u kunt purpose ook leggen op uw cultuur (zo werken we als geen ander aan de binnenkant), of op competence (we worden de besten in dit domein)<\/strong>: blijf alleen alert voor de afstand met de andere hoeken, eens u er een koos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vanuit die geloofwaardige purpose bouwt u uw corporate en employer brand, die laatste met een onderscheidende EVP, sterk ge\u00ebnt op waar u staat, en waar uw ambities liggen.<\/p>\n\n\n<style>.kb-image_5d00fd-d4 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-kadence-image kb-image_5d00fd-d4 size-large\"><img decoding=\"async\" width=\"1024\" height=\"587\" src=\"https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/08\/ZZ33_4-scaled-e1692007858486-1024x587.jpg\" alt=\"ZZ33 Hasselt lijnen laten samenlopen\" class=\"kb-img wp-image-3597\" srcset=\"https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/08\/ZZ33_4-scaled-e1692007858486-1024x587.jpg 1024w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/08\/ZZ33_4-scaled-e1692007858486-300x172.jpg 300w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/08\/ZZ33_4-scaled-e1692007858486-768x440.jpg 768w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/08\/ZZ33_4-scaled-e1692007858486-1536x880.jpg 1536w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/08\/ZZ33_4-scaled-e1692007858486.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption><em>Hoe lukt aligneren vandaag? (Z33, Hasselt)<\/em><\/figcaption><\/figure>\n<\/div><\/div>\n\n\n<style>.kadence-column_3a866d-4d > .kt-inside-inner-col,.kadence-column_3a866d-4d > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column_3a866d-4d > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column_3a866d-4d > .kt-inside-inner-col{flex-direction:column;}.kadence-column_3a866d-4d > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column_3a866d-4d > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column_3a866d-4d{position:relative;}@media all and (max-width: 1024px){.kadence-column_3a866d-4d > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column_3a866d-4d > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column_3a866d-4d inner-column-2\"><div class=\"kt-inside-inner-col\">\n<div style=\"height:378px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<style>.kb-image_c2f141-90 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-kadence-image kb-image_c2f141-90\"><img decoding=\"async\" width=\"2560\" height=\"1707\" src=\"https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/8F31D261-9AC3-4F8E-B7AF-F97DBD5F689F_1_201_a-scaled.jpeg\" alt=\"\" class=\"kb-img wp-image-1922\" srcset=\"https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/8F31D261-9AC3-4F8E-B7AF-F97DBD5F689F_1_201_a-scaled.jpeg 2560w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/8F31D261-9AC3-4F8E-B7AF-F97DBD5F689F_1_201_a-300x200.jpeg 300w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/8F31D261-9AC3-4F8E-B7AF-F97DBD5F689F_1_201_a-1024x683.jpeg 1024w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/8F31D261-9AC3-4F8E-B7AF-F97DBD5F689F_1_201_a-768x512.jpeg 768w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/8F31D261-9AC3-4F8E-B7AF-F97DBD5F689F_1_201_a-1536x1024.jpeg 1536w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/8F31D261-9AC3-4F8E-B7AF-F97DBD5F689F_1_201_a-2048x1365.jpeg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><figcaption>Als purpose authentiek wordt gedragen, wordt sustainability reporting straks de groene ader van uw organisatie (Verbeke Foundation, Stekene)<\/figcaption><\/figure>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-_6a1834-86 .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-_6a1834-86 .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-_6a1834-86\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Purpose is de basis van uw cultuur, en onderbouwt keuzen en gedrag elke dag. Het staat niet ergens op een pagina of in een brand boek geparkeerd.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Daar houdt u zich aan, en mijdt u opportunistische uitstappen zoals \u2018snelle levering\u2019 wanneer die niet on brand zijn. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Blijf linken tussen afdelingen en doelstellingen vanuit uw merk.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading_a84535-e1, .wp-block-kadence-advancedheading.kt-adv-heading_a84535-e1[data-kb-block=\"kb-adv-heading_a84535-e1\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_a84535-e1 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_a84535-e1[data-kb-block=\"kb-adv-heading_a84535-e1\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading_a84535-e1 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading_a84535-e1[data-kb-block=\"kb-adv-heading_a84535-e1\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading_a84535-e1 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_a84535-e1\">Groene brug<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dus ook wanneer u zich dra aan sustainability reporting zet (<a href=\"https:\/\/www.tijd.be\/dossiers\/de-verdieping\/lawine-van-groene-rapportering-komt-op-bedrijven-af-wie-gaat-dat-lezen\/10485419\">en die lawine komt eraan<\/a> (betaalmuur), zegt De Tijd), zal het zaak zijn om daar geen apart grasveldje van te maken, maar eerder <strong>een groene ader die door uw hele organisatie loopt<\/strong>, van sales tot rekrutering, ook al zijn uw realisaties nog eerder bescheiden.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">U raadt het al: purpose is uw bindmiddel.<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id_8cbb4e-24 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id_8cbb4e-24 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id_8cbb4e-24 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id_8cbb4e-24 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id_8cbb4e-24 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id_8cbb4e-24 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id_8cbb4e-24 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column_6746e8-f9 > .kt-inside-inner-col,.kadence-column_6746e8-f9 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column_6746e8-f9 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column_6746e8-f9 > .kt-inside-inner-col{flex-direction:column;}.kadence-column_6746e8-f9 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column_6746e8-f9 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column_6746e8-f9{position:relative;}@media all and (max-width: 1024px){.kadence-column_6746e8-f9 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column_6746e8-f9 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column_6746e8-f9 inner-column-1\"><div class=\"kt-inside-inner-col\"><style>.wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8, .wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8[data-kb-block=\"kb-adv-heading_fd338d-c8\"]{text-align:center;font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8[data-kb-block=\"kb-adv-heading_fd338d-c8\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8[data-kb-block=\"kb-adv-heading_fd338d-c8\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading_fd338d-c8 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_fd338d-c8\">Leg uw vragen over employer branding voor aan Gerrit<\/h2>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">Verbanden zien, verbindingen leggen, bruggen bouwen \u2013 tussen strategie en uitrol, tussen mensen en merk, tussen purpose en actie - wij doen niet liever. Geef een seintje en ik analyseer snel uw vraag<\/p>\n\n\n<style>.wp-block-kadence-advancedbtn.kb-btns_bb87ee-41{gap:var(--global-kb-gap-xs, 0.5rem );justify-content:center;align-items:center;}.kt-btns_bb87ee-41 .kt-button{font-weight:normal;font-style:normal;}<\/style>\n<div class=\"wp-block-kadence-advancedbtn kb-buttons-wrap kb-btns_bb87ee-41 text-xl\"><style>ul.menu .wp-block-kadence-advancedbtn .kb-btn_d68405-18.kb-button{width:initial;}.wp-block-kadence-advancedbtn .kb-btn_d68405-18.kb-button{color:#fff8ef;background:#53cd92;font-size:13px;font-family:Sora;font-weight:400;border-top-left-radius:30px;border-top-right-radius:30px;border-bottom-right-radius:30px;border-bottom-left-radius:30px;border-top:0px solid;border-right:0px solid;border-bottom:0px solid;border-left:0px solid;padding-top:8px;padding-right:20px;padding-bottom:8px;padding-left:20px;}.wp-block-kadence-advancedbtn .kb-btn_d68405-18.kb-button:hover, .wp-block-kadence-advancedbtn .kb-btn_d68405-18.kb-button:focus{background:#5b77ec;}@media all and (max-width: 1024px){.wp-block-kadence-advancedbtn .kb-btn_d68405-18.kb-button{border-top:0px solid;border-right:0px solid;border-bottom:0px solid;border-left:0px solid;}}@media all and (max-width: 767px){.wp-block-kadence-advancedbtn .kb-btn_d68405-18.kb-button{border-top:0px solid;border-right:0px solid;border-bottom:0px solid;border-left:0px solid;}}<\/style><a class=\"kb-button kt-button button kb-btn_d68405-18 kt-btn-size-standard kt-btn-width-type-auto kb-btn-global-inherit kt-btn-has-text-true kt-btn-has-svg-false wp-block-button__link wp-block-kadence-singlebtn\" href=\"https:\/\/www.antenno.com\/contact-boek-meeting-mariska-gerrit\/\"><span class=\"kt-btn-inner-text\">Contacteer Gerrit<\/span><\/a><\/div>\n<\/div><\/div>\n\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Mini-merk Ik fiets dagelijks heel wat reclameborden voorbij, en ze weten zelden mijn aandacht te trekken. Tot ik een affiche van automerk Mini zag. Autoreclame zegt me niets, maar de operationele promise \u2018snelle levering\u2019 deed me deze keer wel halthouden. Levering als onderscheidend energie-element? Serieus? Mini als de GLS van de premium automerken? Weg met [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":3597,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","ngg_post_thumbnail":0,"footnotes":""},"categories":[101,86,87,89],"tags":[],"class_list":["post-3594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bijtanksessies","category-duurzaamheid","category-employer-branding","category-organisatieontwikkeling"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding onder vuur? - Antenno<\/title>\n<meta name=\"description\" content=\"Twee jabs naar de hartstreek van branding op korte tijd \u2013 daar staan we dan met onze websessie employer branding op 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