THE BRAND BUTTERFLY

Bert Peleman
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  • MARKETING

Inspired by his book “The Brand Butterfly”, marketer Bert Peleman speaks to marketing – and business leaders across various industries on the key topic : how to find and keep your High Value customers. The list of interviewed leaders is quite impressive : - Peter Corijn, CEO of Vucastar Consulting, with a track record of top levels at various companies. He is also the writer of the acclaimed book “True Leaders Deliver”. - Luc Demeulenaere, senior VP at IntentAltech.com, a recognized global expert in shopper marketing and category management and the author of several industry books on these topics. - Sabine D’haen, a senior executive with extensive expertise in churn management. - Olivier Enthoven, brand strategy and marketing consultant, with a track record at top multinational companies, as well as founder of a wine retail business. - José Fernandez, CMO at D’Ieteren, elected CMO of the year in 2023, with a strong track record at leading advertiser and agency level. - Jacques Recourdon, a senior marketing- and business-leader who was internationally active in three sectors: FMCG, Telecom and Media. - Dieter Struye, former CEO of leading retail and FMCG companies. - Pascal Tack, a leading direct marketing expert, with significant expertise at both advertiser and agency level. - Koen Vandevyvere, senior data analyst with a particular focus on customer value and customer needs. Each podcast takes about 15 minutes. Theme music : “So High” by Paul Numi, used with permission.

Episodes

  1. 8. The Brand Butterfly - how to predict customers at risk, and how to keep your High Value customers?

    08/22/2025

    8. The Brand Butterfly - how to predict customers at risk, and how to keep your High Value customers?

    Rather than being reactive or even proactive, the best approach to retention is predictive. Bert Peleman gets inputs from Koen Vandevyvere, Sabine D’haen, Jacques Recourdon and Peter Corijn. And then summarizes how a new customer can evolve from a young cocoon to a “brand butterfly”.

    13 min
  2. 7. The Brand Butterfly – churn, and how to counter it?

    08/15/2025

    7. The Brand Butterfly – churn, and how to counter it?

    What is the difference between commercial and financial churn? And what is the best way to retain your customers? Bert Peleman finds out from Olivier Enthoven, Sabine D’haen and Koen Vandevyvere.

    12 min
  3. 6. The Brand Butterfly - how to surprise & delight your High Value customers?

    08/08/2025

    6. The Brand Butterfly - how to surprise & delight your High Value customers?

    Avant premieres, exclusive events, … Bert Peleman explores how leading Retailers, Cars and Wine distributors surprise and delight their best customers. With testimonials  from Dieter Struye, José Fernandez, Olivier Enthoven and Luc Demeulenaere.

    18 min
  4. 5. The Brand Butterfly – how to cross-sell?

    08/01/2025

    5. The Brand Butterfly – how to cross-sell?

    How to cross-sell across your Brand portfolio? Bert Peleman discusses the approach to cross-selling, with inputs from Luc Demeulenaere, Jacques Recourdon, Peter Corijn and Pascal Tack.

    12 min
  5. 4. The Brand Butterfly - how to put new customers on a High Value path?

    07/25/2025

    4. The Brand Butterfly - how to put new customers on a High Value path?

    How to find your High Value customers? Bert Peleman discusses how to put new customers on a high-value track.  With inputs from Peter Corijn, José Fernandez and Olivier Enthoven.

    19 min
  6. 3. The Brand Butterfly - how can brands work with their retail partners?

    07/18/2025

    3. The Brand Butterfly - how can brands work with their retail partners?

    How to find your High Value customers? Bert Peleman checks how brands can work with their retail partners or dealers, to better find and serve High-Value Customers. With contributions from Dieter Struye, Olivier Enthoven José Fernandez, Peter Corijn and Luc Demeulenaere.

    14 min
  7. 2. The Brand Butterfly - SCV and CLV, really?

    07/11/2025

    2. The Brand Butterfly - SCV and CLV, really?

    How to find your High Value customers? Bert Peleman discusses the two magical marketing concepts: Single Customer View (SCV) and Customer Lifetime Value (CLV).  With inputs from Pascal Tack, José Fernandez, Dieter Struye and Jacques Recourdon.  Theme music : “So High” by Paul Numi, used with permission.

    16 min
  8. 1. The Brand Butterfly – start with strategy

    07/02/2025

    1. The Brand Butterfly – start with strategy

    How to find your High Value customers? Bert Peleman explores how to start from strategy and how to define your High Value customers. With contributions from Jacques Recourdon, Peter Corijn, Luc Demeulenaere en Olivier Enthoven. Theme music : “So High” by Paul Numi, used with permission.

    14 min
  • 8 Episodes

About

Inspired by his book “The Brand Butterfly”, marketer Bert Peleman speaks to marketing – and business leaders across various industries on the key topic : how to find and keep your High Value customers. The list of interviewed leaders is quite impressive : - Peter Corijn, CEO of Vucastar Consulting, with a track record of top levels at various companies. He is also the writer of the acclaimed book “True Leaders Deliver”. - Luc Demeulenaere, senior VP at IntentAltech.com, a recognized global expert in shopper marketing and category management and the author of several industry books on these topics. - Sabine D’haen, a senior executive with extensive expertise in churn management. - Olivier Enthoven, brand strategy and marketing consultant, with a track record at top multinational companies, as well as founder of a wine retail business. - José Fernandez, CMO at D’Ieteren, elected CMO of the year in 2023, with a strong track record at leading advertiser and agency level. - Jacques Recourdon, a senior marketing- and business-leader who was internationally active in three sectors: FMCG, Telecom and Media. - Dieter Struye, former CEO of leading retail and FMCG companies. - Pascal Tack, a leading direct marketing expert, with significant expertise at both advertiser and agency level. - Koen Vandevyvere, senior data analyst with a particular focus on customer value and customer needs. Each podcast takes about 15 minutes. Theme music : “So High” by Paul Numi, used with permission.

Information

  • Creator
    Bert Peleman
  • Years Active
    2K
  • Episodes
    8
  • Rating
    Clean
  • Copyright
    © Bert Peleman