Mosquito CEO Hans Van Eemeren doesn’t believe in marketing trends so much as really knowing and understanding your brand.
“I think we focus on innovation too fast and use it as an excuse for just doing new things,” he says. “I like the companies who go back to the core and work from there.”
That’s why Mosquito spends so much time focusing on their client’s DNA. Here, Hans discusses why this strategy is so important in today’s marketplace and who does it best.
Tell us about Mosquito. What services do you offer? Who should be using them?
Mosquito is a full service agency. We help companies and brands that want to grow. Our company focuses on strategy and implementation. This means we use insights and have a clear plan of what brands should be doing, and make sure the theory also works in real life – bringing results companies are looking for.
Your mosquito mascot makes us itchy. How does this bug represent your marketing philosophy?
Our philosophy, “People who believe their behavior can not be influenced by others, have never slept in a room with a single mosquito,” explains really well what you can expect from us as an agency, as well as what kind of people we are looking for when hiring.
Why is knowing your brand’s DNA so important?
You have to speak the voice of the brand. People will recognize when something is real and authentic. By starting from the DNA, you always make sure you stay close to what the brand stands for.
How can brands go about developing a strong awareness of their identity, both for themselves and their customers?
Repetition is crucial. We tend to forget this. In combination with a clear message and a distinctive creative approach, you can make a big difference.
What are the most common problems or frustrations your clients come to you with? How do you help them?
They need results fast. We help them in the short term without losing focus on the DNA, insights and long-term strategy. We love helping companies by looking at what keeps them awake at night, and they love our proactive approach which creates value.
What piece of advice do you find yourself repeating over and over again – the one thing brands most often overlook or undervalue?
Make clear choices and stick to them. Don’t spend too much time and money on things your customers will never see.
What brands are you following today that you believe have a strong grasp on their identity and brand message? What can we learn from them?
Telenet, Audi, Dove, M&M, Fanta … They have made clear choices, stay close to their DNA and have found a creative way to repeat the same message over and over.
What are some of your favorite avenues for marketing today? What strategies do you think don’t work as well as they have in the past?
Thanks to digital, you can measure lots of things. I love this, but we should never forget about the emotional aspect of communication. The things we feel always create more value because they reach our heart and soul. You also have to think about getting the same message to all your stakeholders. Don’t overestimate social media, and make sure you have a clear vision before you start doing all kinds of things.
What do smart brands do differently to manage their customer/client relationships?
They really care and take care. They have the right strategy and the right people to follow up. People feel it when something is genuine and creates convenience.