Our Approach
Customer-centred growth starts with insight
Whether you want to enter a new market, improve the customer experience, make your brand communication more relevant or deliver a marketing campaign, sustainable growth requires more than a series of separate activities.
It requires insight into the customer and alignment between market, brand, customer experience and execution.
That is why Remarqué uses a single customer-centred framework. Depending on the challenge, we select the right route through the framework and bring together the capabilities required.
The Customer-Centric Branding Framework
The customer at the centre. Always.
Remarqué’s Customer-Centric Branding Framework connects an organisation’s brand promise and communication with customers’ needs, expectations and actual experiences — and brings them into alignment.
We map the brand, the customer, the customer journey and the market. We then identify where the moments that matter to the customer intersect with the moments that matter to the brand. It is at these points that we align the brand promise, brand communication and actual customer experience.
The Customer-Centric Branding Framework helps organisations to:
- understand customers and their needs more clearly;
- map customer journeys and decision points;
- test assumptions against genuine customer insight;
- identify and assess opportunities for growth;
- make brand communication more relevant and consistent;
- approach new products and markets from the customer’s perspective;
- align marketing more closely with what genuinely motivates customers.
This means that decisions are based not only on product knowledge, internal convictions or assumptions, but on a clearer understanding of the people and organisations that ultimately need to choose the brand.
This contributes to a better customer experience, a stronger brand experience, greater customer loyalty and sustainable growth.
You needs determine the route
The framework provides the foundation for every engagement, but not every organisation needs to follow the same route.
Sometimes the challenge concerns a specific element, such as researching a customer profile, improving the customer journey or aligning brand communication. In other situations, a broader, integrated approach is required, for example when entering a market or developing an existing market position.
Remarqué works through four routes. They can be used independently or combined when the challenge requires it.
Go-to-Market & Market Development
For brands that want to enter the Dutch market or develop their existing market position further.
We combine local market knowledge with research into customers, competitors, positioning and sales channels to define the most effective route-to-market strategy. We look beyond initial market entry or distribution. Availability is essential, but sustainable growth only develops when customers understand the product, experience it, choose it again and ultimately adopt the brand.
Customer Experience
For organisations that want to understand more clearly what customers expect and actually experience.
We map the customer journey, collect and analyse customer feedback and investigate where expectations, processes and actual experiences diverge. These insights show where improvements can make the greatest difference.
Customer-Centric Branding
For organisations that want their brand communication to connect more effectively with the customer journey.
We investigate where the brand promise, communication and customer experience intersect. We then bring them into alignment, so that a positive customer experience goes hand in hand with a recognisable and memorable brand experience.
Marketing Activation
For organisations that want to translate strategy into concrete execution.
We support the delivery of marketing campaigns and activities, translating brand and sales strategy into concrete, brand-consistent local actions. This can form part of a wider programme or provide additional delivery capacity for a specific marketing project.
Go-to-Market & Market Development in four phases
Within the Customer-Centric Branding Framework, we use a four-phase model for Go-to-Market & Market Development. It goes beyond initial market entry or distribution, covering the journey from market insight to market adoption and continued growth.
Making a product available is essential, but availability does not automatically give a brand a position in the market. Customers first need to discover, understand and experience the product — and then choose it again.
1. Market insight
We investigate the market, customer segments, needs, competitors, sales channels and relevant developments.
This creates an evidence-based view of the opportunities, potential obstacles and customer groups for which the product is genuinely relevant.
2. Route-to-market strategy
We turn market insight into decisions about target customers, positioning, proposition, sales channels, partners and the most appropriate route-to-market strategy.
The result is a focused route into the market that reflects both the brand and the customers it wants to reach.
3. Market launch and activation
We support the process of making the brand visible and its products available, translating the chosen strategy into concrete marketing and sales activities suited to the local market.
This brings distribution, communication, sales support and brand experience together as part of one coherent launch.
4. Market adoption and continued growth
Following the initial launch, we examine how customers, retailers and other market participants respond to the brand.
We use customer feedback, sales experience and market insight to improve the strategy further. The aim is not simply to secure an initial purchase, but to progress from awareness and product experience to repeat purchases, brand adoption and a sustainable market position.
This phase is equally relevant to brands that have operated in the Netherlands for some time and want to strengthen their position. An engagement does not therefore always need to begin with phase one. The starting point depends on the brand’s existing position and current growth challenge.
Not a standard programme, but the right combination
The models provide structure, but they do not prescribe a fixed package.
A challenge may be limited to customer research, a CX Scan, improving a customer journey or aligning brand communication. Another engagement may require a combination of market insight, positioning, activation and local execution.
We therefore begin with three questions:
- Where is your organisation or brand today?
- Where do you want to go?
- What do we need to understand more clearly about the customer and the market to get there?
The answers determine which route, capabilities and activities are required.
The result is not a collection of separate marketing activities, but a coherent approach suited to the challenge, the organisation and the market.
From assumptions to focused growth
When customer insight becomes the starting point, strategy, brand, customer experience and marketing become more closely aligned.
You gain a clearer understanding of:
- which customers you want to reach;
- what genuinely matters to them;
- where the strongest opportunities for growth lie;
- which decisions deserve priority;
- how to translate strategy into action.
This enables you to invest more purposefully in market development, customer experience, brand communication and marketing — and to achieve growth that is not only visible but sustainable.
Which route best fits your needs?
Do you want to enter the Dutch market, strengthen your existing market position, understand your customers more clearly, improve your brand communication or add extra delivery capacity?
Together, we clarify your starting point, growth challenge and most appropriate route.