From market leader to brand leader
In a changing world, where digital becomes the new reference, each brand must think about its role tomorrow.
Are factors that made a brand leader today still relevant for tomorrow?
Is current success an indication of a company’s future longevity?
AG has chosen to face these challenges and to become THE reference insurance brand. In other words: how does a market leader become a brand leader?
Why make this move when all is going well?
What ambitions lie behind this fundamental change?
How to get employees on board?
What impact on B2C and B2B target groups?
Nathalie Erdmanis – Strategic Marketing & Branding director, AG Insurance
Nathalie Erdmanis graduated as Commercial and Management Engineer at the École de Commerce Solvay (ULB).She started her career at Danone as Brand Marketer
Afterwards she went to Winterthur Europe Insurance, as Market Manager Personal Lines, before joining the Group of mineral waters SPADEL, where she assumed the responsibility for BENELUX/FR as Group Brand Manager for the brands of sparkling waters (Spa and Bru) , and afterwards for the whole range of SPA products for Belgium.
She then started at McDonald’s Belgium as Director of Marketing, where she also took the responsibilities of Corporate Communication in the function of Marketing and Communication Director.
In June 2013 she joined the world of telecommunication and became Marketing Director B2C at Mobistar, then between July, 2014 and December 2016 she was Vice President Marketing of Brussels Airlines …
Nowadays Nathalie is Director Strategic Marketing, Branding & Data Analytics at AG Insurance.
She has won 2 Effie awards.