Carl De Gussem /

I've been a brand strategist for quite a few years now.

to work in a wide range of sectors, for household brands you'll find in every kitchen, or niche brands only insiders covet. For institutions and NGOs.

I've worked for major global communications networks, French and American, and small, lightly structured local creative agencies.

I've been lucky enough…

I specialise in strategic planning, brand positioning, strategic and creative communications, and a wide range of branding and content services.

In short, a Swiss army knife of strategy!

I have solid experience with national and international brands, and managing teams, which enables me to address complex situations and find effective, actionable solutions based on data and in-depth knowledge of consumers (insights).

My clients and colleagues say that my enthusiasm is infectious and that I always try to simplify complexity, encourage dynamic approaches within organisations and inspire creative teams. My clients and colleagues are friendly.

Would you like to share "brand or communication issues"?

Shall we have a coffee and talk about it?

References

Institutionnal

European Commission

I have two areas of activity: I work on Institutional Communication, to help European DGs, the European Commission or European agencies coordinate their communication efforts towards stakeholders and citizens.

This is a specific, non-commercial approach to strategy, designed to create coherence, determine the right messages and find common denominators for a variety of audiences of different nationalities and cultures.  This is the institutional side of my practice.

In this capacity, I have structured the strategy for communication campaigns such as the Campaign against Poverty and Social Discrimination, and a campaign against the Gender Pay Gap.

But also, in 2022 and 2023, the strategic approaches for major calls for tender, such as those by DG REA for the export of European agricultural products to China and India.

Europe is also an incredible cultural showcase. I had the honour of steering the strategy for the European Pavilion at the Shanghai World Expo (2010), and more recently, of conceptualising Italy's presence as Guest of Honour at the Frankfurt International Book Fair 2024.

Lastly, the assignment that probably counts most for me in this institutional section is the EUDA's (European Union Drugs Agency) complete rebranding strategy, carried out in 2023 and 2024 (see case story), and the subsequent work on positioning the Reitox Network (network of National Focal Points).

In Belgium, the strategy work for the Brussels Regional Public Service (SPRB), carried out in 2023, has been an exciting experience of internal structuring, with a great team.

Commercial brand strategy

My experience as a strategist is vast, and the list of brands and sectors I've been able to help is (very) long, which means that today I can easily 'jump' into a brief for quite a few different markets and sectors.

Without listing all the brands (there must be over a hundred), we can pinpoint specific areas of expertise.

Transport

Transport, first of all, because mobility has always been a fascinating subject. By working for several years for the STIB, but also for Eurostar, Thalys, the TGV and the SNCB, I have been able to accompany these brands on their journey towards mobility for a new generation.

But when we talk about mobility, we are also talking about cars, a sector undergoing profound change. I've had the pleasure of stimulating brands like Renault for nearly a decade, Ford, Maserati, Dacia and Land Rover, generalists and specialists, and helping car-related brands and services like Bardahl, Point S and Distrigo to find their 'right tone'.

Banking and insurance

Banking and insurance is another sector in which I have extensive experience. And diverse. As well as providing long-term support to BNPParibas Fortis, ING and AXA Insurance, the big generalist brands, I've had the pleasure of highlighting the specific features of Fortuneo, Keytrade Bank, the digital banks, as well as Candriam and Assurances Fédérales.

And, recently, the repositioning of Crédal (see case story), which is not a bank!

Telecoms

I began my work as a strategist with Mobistar, a fantastic adventure, and for 4 years I had the pleasure of being part of the brand strategic team that challenged the market.

And then I was able to help Belgacom, then Proximus, then Telenet to find their tone.

The major agencies where I have worked as a planner and strategy director (Havas, Young & Rubicam, Publicis) have also enabled me to develop in-depth experience in FMSG.

Danone, Devos Lemmens, Maredsous, Léo, as well as Maes, Grimbergen and Vittel, and retail chains: Delhaize, Cora, Carrefour, etc.

Over time

A strategist may become loyal to several brands, through various collaborations and several agencies.

I loved working for the Loterie Nationale and the Mutualité Chrétienne for around ten years, both of which are magnificent 'human laboratories of ideas', and whose marketing managers have been and become friends.

I trained as a journalist and was a copy writer for 3 years.

The press and the media have always been a strategic area of interest for me. I've had the pleasure of working for Le Soir, l'Echo, Arte, RTBF, Space and RMB.

I'm most proud of my work on the strategy and creation of the La Pointe web platform (see website).

It's a modern, committed approach that promotes an open and inclusive cultural vision!

And then, in no particular order, there are the brands that have left their mark on me, the sectors that I discovered with enthusiasm:

Earth observation with Sourse (see case story), the luxury of van Cleef & Arpels, Ideal Standard and the extimacy of living bathrooms, Continents Insolites, and made-to-measure travel, Louvre Hotels and the hotel trade, Fost Plus and civic education, Inami and mental health (see case story), Walibi, like a childhood dream.

I didn't work alone.

Strategy is like ping pong, it loses its salt on its own. I've been lucky enough to work with agencies, planners, accounts and creative people in all kinds of configurations.

I learned my trade in the big groups: Publicis, Havas, Young & Rubicam. I loved the Emakina years. I suffered happily at Mostra and ICF Next.

The Kitchen adventure with Véronique Hermans was a magical time. And then there are the heartfelt partnerships: Great (Good Morning), Dear Darling (formerly 1MD), Égérie, and the GetGoing! adventure that's just beginning. I love discovering teams, collective and emotional intelligence.

Every brand story is unique. Each solution and approach is unique

Let's have a coffee and talk about it?