Barentz’s Post

The latest data from TRA's Fairness survey shows that one in eight interactions with organisations are seen as unfair. Find out which sectors are doing well and which not so well along with insights on how organisations can act to shore up their fairness rating. Wellington you will be the first to hear the insights from this TRA survey. #fairnessmatters #wellingtonmarketing Marketing Association

Our Strategic Pillars The mission of the Heineken Collection is to preserve and present the heritage of The HEINEKEN Company. From storytelling in all shapes and forms, and the preservation of historical objects and digital files, discover how we position ourselves as HEINEKEN's historical information hub and how our strategic pillars bring this mission to life. https://lnkd.in/gYSsBfKu #StrategicVision #HeinekenFuture #CorporateStrategy 

Corporate social responsibility is at the center of our efforts to become a sustainable corporqtion.

🚨Big News from LURE: Carlsberg's Brand Transformation in Germany 🚨 Dear friends, colleagues, and fellow visionaries, Today is a big day at LURE, as we lift the curtain on a project that has been months in the making. We are immensely proud to reveal that we've spearheaded a comprehensive repositioning strategy for Carlsberg in the German market. 🎯 The Challenge & Our Approach Carlsberg, a brand with a rich heritage dating back to 1847, approached us to deepen its relevance among German consumers. Our mission? To infuse Carlsberg's core DNA with a modern twist that resonates with a younger generation—those fueled by creative self-expression. The strategy culminated in: "Creative Pioneers." 🎬 The Streaming Series: A First Execution To celebrate this new positioning, we are launching a groundbreaking digital series "Creative Pioneers." The series is not just a campaign; it's a testament to the power of creativity and a platform for emerging talent. It's the first of many steps under this vibrant new brand philosophy. 📺 Carlsberg YouTube Channel For a deeper dive into this narrative, I invite you all to visit our Carlsberg YouTube channel. This platform will serve as a hub for all future content that encapsulates Carlsberg's renewed spirit. Check it out: 👉🏼https://lnkd.in/ezTVwiF7 ✨ What's Next? The brand repositioning and first three episodes in the series are just the start; expect more captivating campaigns, experiences, and digital art initiatives. We're thrilled to be leading Carlsberg Germany into this exciting new chapter and can't wait to share more of our journey with you. #CreativePioneers #Carlsberg #BrandRepositioning #DigitalStrategy #LUREAgency #NewBeginnings David Incorvaia Susanne Biermeir Maike Schröder Nils Rudel Ramona Stoecker Agnes Landen #creative Carlsberg Group @Anke Conrads Vanessa Völker Bianca Mittelstaedt @Christoph Boneberg @Gunnar Fischer

🎬🌟 Unlocking Creativity: The Bominarae Oh Story 🌟🎨 Greetings, my esteemed LinkedIn network! I'm thrilled to share our latest film production within our campaign for Carlsberg that delves into the captivating world of creativity, freedom, and innovation. In our ever-evolving landscape, the art of storytelling remains paramount, and I'd like to shed light on why it's essential, especially in the realm of branded entertainment. Our recent project takes you on a journey through the life of Bominarae Oh, a Korean artist who has shattered boundaries, redefining artistry in the most unique way. Bominarae not only creates abstract paintings but also transforms them into living pieces through tattooing. What sets her apart is not just her exceptional talent, but the courageous choice she made – to find her creative freedom amidst the vibrant and open-minded streets of Berlin, a stark contrast to the artistic constraints she faced in Korea. Why does this story matter, you ask? Because storytelling transcends mere entertainment; it's a powerful tool that connects us emotionally and intellectually. In Bominarae's narrative, we see the universal themes of self-discovery, self-expression, and the pursuit of one's passion – themes that resonate with audiences worldwide. Now, let's tie this all back to the world of business. Our film intertwines the story of Bominarae with the ethos of Carlsberg, a brand renowned for exploring new possibilities and embracing innovative thinking. Just as Bominarae discovered her artistic freedom, Carlsberg has consistently broken barriers in the brewing industry, challenging norms and inspiring change. This film is not just about entertainment; it's about the power of partnership and synergy. It showcases how, when brands align with authentic narratives and creative personalities, they can create meaningful connections with their audiences. It's a reminder that true innovation doesn't happen in isolation – it emerges when we come together to celebrate diversity and creativity. So, I invite you to watch EP3 of our latest production, and immerse yourself in a world where art, freedom, and brand values intersect. 🎥  https://lnkd.in/eG-YgAKh 🎬🌟 #BrandedEntertainment #Storytelling #Innovation #Creativity #BominaraeOh #Carlsberg David Incorvaia Maike Schröder Agnes Landen Vanessa Völker Bianca Mittelstaedt Anke Conrads Carlsberg Group

In the news ! The Spirits Business has featured A. de Fussigny in an article exploring the shift towards sustainable packaging in the spirits industry. Discover how we're embracing eco-friendly materials without compromising the luxurious essence of our products. Join the conversation! What are your thoughts on sustainability and luxury coexisting in the spirits world? Share below! 👇 #SustainableSpirits #AdeFussigny #LuxuryInnovation

🎉 My team won 2nd place in Heineken Taiwan's Business Contest! 🎉 I am grateful to Heineken Taiwan for hosting such a meaningful event. I enjoyed challenging myself with the business problem, and it was inspiring interacting with the enthusiastic Heineken employees in the well-planned workshop. Through qualitative and quantitative market researches, my team were able to complete the persona of the 18-30 years old customers, identify their needs and key pain points, and form a 1-year strategy that drives on-trade sales of Heineken Silver in a creative and sustainable way. At the national finals, one thing I noticed that had made the top teams truly stand out was their ability to build up their unique "vibes" during the presentations. Whether it was a cool and chill summer vibe, or an elegant and stylish kind of vibe, they all left us with a clear and memorable impression of who they are and what their value propositions are. It made their proposals more attention-grabbing, more distinctive, and more convincing. I've noted down how these teams built their unique vibes and stood out: 💡 They had one clear and concise value proposition, it was coherent and they emphasized it the whole presentation. 💡 They mastered the art of opening and ending. They started the presentation with an surprising story/question/fact related to their value proposition, instead of "Good afternoon ladies and gentlemen". They ended their presentation with a colorful vision, rather than "Thank you for your attention". 💡 They spent quite some time telling stories and describing scenarios, enabling the audiences to picture and "feel" their impact. (In contrast to only showing the analyses and KPIs) 💡 They embedded music and videos, which did an outstanding job on delivering the theme and concepts. I loved these creative and business savvy presentations, and I look forward to turn the inspirations I have gained from Heineken and the contestants into actions in my future contests and presentations.

Branding's seamless integration into culture is exemplified by products like Vimto and Orange Tang, which have transcended their original purpose to become synonymous with Ramadan. These beverages, initially consumed for their refreshing qualities, have evolved into cherished traditions during the holy month, reflecting how branding intertwines with cultural habits and history. Similarly, Patchi, once a luxury chocolate brand, has embedded itself into the fabric of gift-giving and hospitality. Despite not being the priciest option today, Patchi stands out due to its rich history and associations with quality. It has become a symbol of generosity and sophistication, illustrating how #branding, beyond mere monetary value, is deeply connected to the narratives and rituals that shape societal practices. These examples highlight the enduring power of brands to weave themselves into the cultural tapestry, influencing habits and traditions across generations.

Hallo Austria!🇦🇹 To all our Austrian dreamers: we’re now live in your country - and couldn’t be more proud. Yumeko started with a dream. To make true impact. To show that we could change the world together. And to show that impact-driven companies can be profitable. Over the last decade, we became a true pioneer in the Netherlands and became the biggest sustainable bedding brand in our country.   But the wish for truly sustainable bedding alternatives extends beyond our national border. Therefore, we decided to go international. A few years ago, we already launched a German and Belgian webshop. This year, we aim to launch our webshop in four new countries. Besides France, Sweden and now Austria, we will soon have another country to reveal before the year ends. 🎉 Let’s start making environmental impact in all Austrian bedrooms: https://www.yumeko.at/. #bcorp #changetheworldsleeping #duurzaamondernemen #businessforgood #transformation #socialimpact #positiveimpact #purposedriven #purpose