Once again, the second edition of SKINN TALKS, brought inspiring speakers and branding experts together in Amsterdam.
What is the power of sound for your brand? How does psychology fit into branding? What makes an experience memorable? What is the importance of a human touch in the creative process? How do you scale from start-up to scale-up? At SKINN TALKS, experts and professionals delved into these intriguing questions, resulting in an inspiring afternoon filled with valuable insights about branding and intelligent design.
We were taken on an auditory journey through the world of sonic branding by Sacha Stoffers from Massive Music. While visual communication can be swiftly filtered by consumers, sound and music have a direct impact on the emotions. As a result, an increasing number of companies are investing in how their brand sounds. Sacha provided us with insights on how to give that sound a distinctive character and integrate it into the brand identity.
Is it enough to just make
'If you really want to make an impact, you must first understand human behavior' - said Yves Plees, SKINN's Chief Growth Manager, during his presentation. He meticulously explained the various psychological aspects that affect our consumer behavior and emphasized the importance of placing psychology at the forefront of the branding process to prevent 'blandification'.
What is the anatomy of a memorable digital brand experience?
Vincent Pauwels, the co-founder of November Five, delivered a keynote that left a lasting impression. He provided insights on how brands can enhance customer trust, connection, and loyalty by prioritizing meaningful and distinctive digital brand experiences. The presentation highlighted a noticeable shift from functional to more empathetic choices while designing memorable apps and websites.
What makes a brand made by humans different from a brand made by AI?
The swift emergence of A.I. tools is expected to revolutionize every industry, including the field of creative experts. Marieke Bremer, a Brand Consultant at SKINN, advocated for the significance of our gut feeling. She emphasized that the 'human touch' is crucial, now more than ever, in designing the brands of the future.
How do you grow from
start-up to scale-up?
At SKINN TALKS, we were captivated by two intriguing entrepreneurial accounts. Jean-Paul Godfroy, the CEO of Huswell, and Glenn Verhaege, the Founder of Homegrown Ventures, conversed with Yves Plees, sharing their experiences and perspectives on developing a delicate yet powerful concept into a robust and scalable product or service. They emphasized the critical significance of a well-planned branding strategy and the appropriate positioning in the fiercely competitive start-up landscape to achieve intelligent growth from start-up to scale-up.