Janneke Schmidt 

In this long read you'll find my views and advice on how to establish an emotional connection between your brand and your customers.

We switch back to the mountain metaphor (the target), we have set the goal, determined a strategy and agreed on attributes and rituals....

Rituals are part of our history, but the most important ritual is probably storytelling. The spirit of stories can still be felt in...

The second step is perhaps more difficult. The brand target has already been determined (the mountain top), but the road to it is...

The first step to an emotional connection with your customers and to achieve brand authenticity is determining a brand target. If you are...

Are your acquisition results lacking? Are customers already leaving after the first contract term? Then you probably don't know your...