“A well-written, thought-provoking book that explains how brands can survive and even prosper in these difficult times. Inspiring and challenging.”
Tom De Smet, news manager, Gazet van Antwerpen
“I would give this book a “Triple- A” rating since it is Authentic as its gives a true account of the current scenario; Accountable as it makes you think to be responsible to what and how you communicate to your customer and various stakeholder and Activates your mind as it simply makes you take stocks of your current operational and management style and makes you reactivate your business model in an authentic and accountable manner to ensure your brand stands out in the clutter of umpteen wanna-be brands popping up every day.”
Abdulla Mahmood, General Manager MARCOM, RAK Ceramics
“The case for creativity for today’s brands has surely never been more prevalent, as the communication industry undergoes possibly it’s biggest every change. Those brands that go through the Triple-A process, are surely bettered prepared to react and adapt to the needs and wants of today’s consumers, who now more than at any other time, can engage directly with them in an instant. Opportunity and disaster await at each turn, however Erik and Nicolione provide insights that can help navigate these turbulent times.”
Steve Latham, Head of Talent & Training, Cannes Lions
“For a modern day diplomat, reading this book is a real pleasure, particularly because it provides clear guidance for creating a better image vis-à-vis his fellow citizens. Many of the principles explained in this book have proven their worth in my previous job as a banker. They are useful tools for growth and prosperity. Integrity, Accountability, Authenticity, Activation and Trust are all integral parts of maintaining healthy and strong relationships with customers. The authors of this book displayed considerable creativity in constructing an easy-to-read document. It’s a true Triple-A enterprise.”
H.E. Sulaiman Hamid Almazroui Ambassador of the United Arab Emirates to the Kingdom of Belgium, EU and Luxembourg
“In an increasingly virtual world, sometimes people think you can be whoever you want to be, and change as you see fit. This book explains that in reality we are all facing the opposite: who you are as a brand (or as a company!) needs to be backed up more than ever by reality and activation, which means an identity driven, consistent and holistic approach engaging the entire company, not just the facade. So read this, because it is a test many brands will fail in the near future.”
Frans Cornelis, Group CMO, Randstad
“This publication puts your mind to work on nearly every page! How strong is my brand? How can I make my brand more relevant, successful, profitable? The book offers contemporary insights to help you uncover the answers. The examples used make it a relevant tool for every CEO and ambitious brand marketeer!”
Jacques Kuyf, CEO FD Mediagroep
“With this book, Erik Saelens proves that he knows a lot about brands, and looks beyond the thin layer of varnish that some brand managers apply to help their brands survive. Erik’s writing comes from his sharp and creative mind, complemented by years of experience in brand building. Easy to read, the book provides plenty of pearls of wisdom drawn from his own experiences. The close link between identity and authenticity may be clear to everyone; however, Erik shows that there is still a lot of work to do on and around this idea. Building a Triple-A brand requires vision!”
Mirjam van Zuilen, Director Communication & Public Affairs DELTA
“Transparency, simplicity and immediacy. These are three big challenges brands are increasingly confronted with even though the business models they are associated with are sometimes complex. Redefining our values and re-explaining our fundamentals seems to be the key to enable this requested dialogue with our customers, prospects and even the entire community. There is no doubt authenticity, accountability and activation are needed to establish a discourse that’s true and verifiable.”
Emilie Jacqueroux, Head of Advertising, Branding & Sponsoring, BNP Paribas Fortis
“If marketing today is all about what brands DO instead of what brands SAY, than this book can help you find the True North for your brand. It can act as a good source of inspiration to sharpen the correct match between business (results) and brand (behaviour), using three simple and strong brand philosophies.”
Kurt Frenier, Senior Marketing Director, PepsiCo Middle East Africa
“Brands are autonomous living beings, which interact with the environment and history. Like every living being, brands want to be cared for, understood, challenged, and stimulated. This brand roadbook written by Brandhome, could become a turning point. While businesses with classical sales patterns and marketing strategies lose a considerable part of their efficiency, thinking about our relationships with brands will create new dynamic business models based on what really matters in brand management.”
Luc Rademakers, General Editor in Chief VRT, Public Broadcast Company Belgium, Former Managing Director Concentra Media Company
“To build a powerful brand you don’t need big words or complicated theories. You build it consistently, from within an organization, together with all the employees of your company or organisation, the stakeholders, suppliers and last but not least the customers. Building a Triple-A brand requires a long-term vision. In this clear and handy little book the authors show you the way to make this vision a reality. This book is required reading material for everyone who loves brands!”
Jan Creten, Marketing Director, VAB
“Why is Apple more successful than Nokia? Or Virgin than British Airways? How come some very well known brands have difficulties to survive. The secret is the difference between A-brands and Triple-A brands. To survive this digital age, brands have to be more attentive to their authenticity, accountability and activation. In this very concise and ready to read book, Erik and Nicoline explain why brands have to become Triple-A brands and how they can achieve this status. I recommend it highly.”
Mark Anthierens, Chief Editor, PUB.be
“Is anyone aware of a business that is more despised today than banking? A sector in which more brands have disappeared or been devalued? An activity that has more craving for authenticity, accountability and activation than finance? Brandhome helps us to make Bank J.Van Breda & C° grow faster than the market, as a balanced and trusted brand; not affected by the crisis, not supported by the government, but recommended by customers, employees and shareholders. Meetings with Brandhome in which we discuss the Triple-A questions are no picnic, but they sharpen the saw and keep us alert to marketing threats… and opportunities.”
Luk Lammens, Marketing and Communications Director (since 1989), Bank J.Van Breda & C° (since 1930)
“Identity defines a brand. Where does a brand come from, where is it going and why? These existential questions often arise too late, when the market share is already plummeting or when the trust in the brand is vanishing. Like a pair of real Brand Whisperers, Erik and Nicoline put the question of identity at the core of the brand. Reading this book will help you to better understand why and how to appropriate the Triple-A philosophy.”
Thierry Moens, Head of Marketing & Communication, scarlet
“In this insightful book Erik and Nicoline capture the importance of connecting brands with people and connecting the dots between old and new media. Brands are not what you say they are; they are defined by your actions. The book shows you how to tap into the critical elements to capture an audience. It also explains how to sustain this relationship to a brand. Triple-A presents a clear plan to make a brand a success in today’s market.”
Rudolph Regter, award winning double triple play marketeer (2011), and former director Television at UPC Corporate
“Brands are like people: they must give in order to receive. Recession or not, caring leads to closing. Brands that truly care will be themselves. No matter what. They make genuine connections and keep promises to all their stakeholders. Thanks to social media they realize – more than ever – that window dressing is out and being naked is in. What you see is what you get. That is why only brands that care have the chance to be Triple-A brands. Authentic, accountable and activated brands make more friends and fans. Your brand can be a Triple-A brand, too. Read this book, powered by Brandhome, and you will discover how. There is always a brand going that extra mile, so don’t fall behind and start today!”
Aline van Keulen, Manager Marketing Communications, KPN
“The marketing book of Brandhome reads as it looks. It’s easy, funny and practical. But above all it gives the advices that every marketer needs today. With Triple-A Nicoline and Erik, expose the core values that have a direct impact on the image of brands, and that influence the purchasing behavior of consumers worldwide: authenticity, activation and accountability. As a brand, if you score well on this, your size doesn’t matter. Even more: it is thanks to this guide that you as little Triple-A-brand can beat the big A-brands.”