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Recent Markitects' posts

January 31, 2020

"Tipping point" is being used in sustainable jargon to define the moment in which climate change becomes self-alimenting and unstoppable. But a positive change in society’s attitudes is surfacing. Can we stimulate its speed? Make it reach critical masses? Can 2020 be a tipping year?

The double 2 and the double 0 in 2020 create an interesting tension. But 2+2=4, and 4 asks us to focus on what we are 'for'. Hence we summarized a series of positive changes into 4 pillars to argue humanity is capable to tip things the other way. The list isn't exhaustive, but an invitation to add yours!

Scientists have long gathered the facts, but we see knowledge isn't...

May 15, 2019

4 interesting facts, science to aliment our strategies to accelerate the shift to sustainability. They also serve to kickstart some pretty interesting debates with our clients! 

1. Innovation adoption is slow

Adoption of alternative eco-solutions follow the same curve as any innovation.  

The Markitects' aim with Soosteo is to help responsible projects scale up & reach the 'early majority' as soon as possible.

In order to do that, one needs to accept that the tools & arguments to reach the first two groups might be different than the one needed to reach the famous 34% of mass-customers. This majority is more cautious, needs reassurance, has a low...

March 22, 2019

Behavioral science shows : we need feedback. Feedback is an efficient ‘nudge’ in order to help decision-making. We adapt our way of doing stuff, see the impact & fine-tune if necessary.

The issue : Feedback of climate change is rare. Mostly the damage we inflict on the planet is slow, far away, hence invisible. We don’t immediately suffer from the 2° temperature rise, the melting icebergs or rising sea levels. Not just yet. Human reaction is then (unconsciously): “It wasn’t me”, “What difference will my little efforts make?”, “What’s the link between not taking my car today and the planet in 2030?”, etc.

Last summer delivered a precious message to th...

January 1, 2019

Do you find evidence on these essential habits that trigger many others, as described by by Charles Duhigg in 'the Power of Habits'?

If jogging is a good habit, it's more than that, it leads to the development of multiple good habits.

Keystone habits start a chain effect that produces a number of positive outcomes: From jogging, to better sleep, to better eating, to stop smoking, to less disease, less stress, etc. It has a domino-effect! 

The question for this debate : Which habits trigger a stream of #sustainable planet-conscious #habits? 

One cannot hope that the masses jump from hyper-consumerism to zero-waste zero-meat, in one fluid move...

Last october, Richard H. Taler received the Nobel Prize for Economics for his work on psychological and social mechanisms which enter into action in our decision-making. In his book 'Nudge' with Cass Sunstein he lays out his theory behind nudge marketing.

Nudges? They’re little influences that softly and subtly steer a consumer choice, based on fine understanding of human decision mechanisms.

Softly as no one likes being forced or manipulated. This choice architecture takes into consideration how people chose before building any choice context. Examples? It can be an opt-out that gets a trillion times more conversions than an effortful opt-in (Defaul...


Differentiation is how your brand is set apart from competition. Without differentiator consumers have no basis for choosing you over competitors (or maybe just price?). “Differentiation is the essence of strategy, the prime source of competitive advantage.1High-growth firms are 3x more likely to have a strong differentiator”.2

To have an impact on growth, differentiation must be perceived. It only becomes a Unique Selling Proposition (USP) if you’re able to communicate it.

But before we talk ‘being different’, we need to tick all the boxes of “Relevance”. Do you have what it takes to play in this category? To be relevant as a car bran...

March 16, 2017

After the new year wish-rush & Feb 14th love-declarations, we wanted to show you our affection by sending you one wish for your 2017. One single spring-wish : 

Create debate in your head.

Too much thoughts in my head already, you’ll say. Our always-on connectivity forces us to battle through 200 daily emails, WhatsApp’s, continuous streams of social media. In between the 6000+ commercial messages that fight for our attention… it never ends. A study published in the journal Memory looks into the process of “cognitive offloading” (Risko, Gilbert): We necessarily filter what we allow our attention to focus on. A means of mental survival! But, here’s a w...

March 8, 2017

The Markitects joined the team to contribute to Orange’s crucial transition to multi-product convergence in a very competitive market. Their external view onto telco challenged our thinking and reframed our mindset. Going beyond telecom-thinking was key for me, as Orange wants to be a bolder challenger and pushing for a clear differentiation vs our usual competitors is a necessary ingredient for this.

Cristina Zanchi, Chief Consumer Officer, Orange Belgium


The telecom market is very dynamic and aggressive, hence Orange has developed speed and reactivity to respond to competition and make sure its services are constantly responding to customer ne...

When thinking of marketing strategy, we think of media plans, digital omnipresence, events, packaging or a website. People don’t often think of Marketing when considering the customer experience (CX). Isn’t that Sales’ responsibility? Or customer service? Or for B2B, isn’t technical assistance or the maintenance guys that are most in touch with customers?

Brands have a variety of touchpoints at disposal, but these touches are not sent out by 1 team. They are handled by different silo’s. The problem is that for customers, the brand = the brand. Whether on the phone, website, facebook, in shops or franchises, in an ad or through interim sales boys at...

October 4, 2016

The root problem of “St Môret” in Belgium was low brand awareness, little consumer understanding of its naturality USP, and heavy competitor investment in innovation.

In the Netherlands “Paturain” was also impacted by aggressive competitive activities. Due to limited internal resources to work on additional strategic projects & the recognisable time-pressure, the Markitects were asked to take on the launch of a new segment of “whipped cheese” in both markets in a way to:

  1. reinstall the whole “St Môret” brand in Belgium.

  2. refresh & regain market share with “Paturain” in the Netherlands.

They quickly jumped into our category, analys...

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