Isabel Verstraete
The C A R E Principles reach deep into the structure of your company, touching your people, your clients, your communities and the world. The C A R E Principles are not a quick fix for a specific business problem. They are the key to your company’s long-term success — and even survival. The many case studies in this book from companies big and small, national and international, prove that taking C A R E of something or somebody is a winning strategy.
Ann Caluwaerts, Executive Vice President Telenet
Turbulence will be the new normal. This also implies a shift in attitude towards how we do business. This book conveys a new methodology for helping brands to prepare for these extraordinary times. Caroline Pauwels, Rector Vrije Universiteit Brussel
Isabel Verstraete worked in advertising and marketing in the Netherlands, France and Belgium before setting up her own strategic consultancy in 2011. She is president of FAM, Belgium’s Female Association of Marketing.
ISBN 978 94 014 7503 7
9 789401 475037 www.thecareprinciples.com www.lannoocampus.com
Isabel Verstraete
The CARE principles bridge the gap between People and Marketing. They are the two sides of your company’s identity. This book will spark great conversations between Marketing and HR, making your company and brand more authentic, agile and simply better.
DOES YOUR BRAND CARE?
If there’s one thing we have learned in recent times, it’s that we live in a fragile world. In the midst of the pandemic, brand expert Isabel Verstraete researched companies that seemed to deal better with the crisis and discovered a pattern behind their success. This pattern turned out to be a shift in attitude towards how they do business. These newly gained insights are bundled together in The C A R E Principles: Collaboration, Agility, Reliability, Empathy.
DOES YOUR BRAND CARE? building a better world with the Principles