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Bio

Koen is an entrepreneur with a restless mind and contagious enthusiasm. His career is a mix of corporate executive functions with startup experiences. His areas of focus are customer centricity, community building and marketing automation. As CMO of Joyn, he brings digital marketing tools within the reach of local merchants.

 

Abstract

Connecting brands with local economy 

Brands are the new religion, but they fail to build a local church. When people are looking for authentic and personalised experiences, they expect real-life interaction. A social media campaign or app does not create loyal customers. Based on the experience of Joyn with 7.500 merchants and 2.000.000 Belgian consumers, we present a model and a few cases of how brands can become more relevant for consumers through local merchants.