What is CoCenTing?

CoCenTing was founded in June 2020 by Claude Nesser. With 37 years of experience in the communications and marketing sector, Claude took advantage of the period of confinement, brought on by the Covid-19 health crisis, to carry out some deep introspection..

What do I aspire to? What are my strengths?
How can I make the most of them?

In fact, it was right under my nose. 37 years of experience in the communications and marketing sector is enormous. With my in-depth knowledge of the field, and of Luxembourg’s particularities, I will now focus on a handful of clients who wish to be accompanied and consulted in the development and implementation of their marketing communication strategies.

Why CoCenTing?

“What is the right balance between brand communication and promotional actions? When, where, how, how often and in what proportion should I invest?” These are the questions that many advertisers ask themselves.

How should I position myself against my main competitors?

Is my company a leader or follower in its sector?

What is my brand USP?

What are the expectations of the market and those of my potential customers?

The literal translation being ‘the bait must please the fish and not the fisherman’, which in marketing terms means gathering as much information as possible from potential targets to ensure that the message planned to be delivered is perfectly in line with their expectations. Nowadays every euro invested counts. If ever my product, my positioning or my message are not in accordance with the expectations of my target market, the money spent will be lost.

Every responsible manager wants to avoid this at all costs. CoCenTing is there to accompany you. We explore the market, probe, forge and surround ourselves with partners specialized in the fields required to guarantee the success of your operations.


“Createam was a great first experience for me. For seven years I had the great opportunity to be able to trace the effectiveness of actions carried out. If all the ingredients were perfectly adjusted, then a return was guaranteed. Moreover, Mr Paul Leesch was very demanding and communication was his passion.”

PEP, IP’s integrated agency, was the first step, followed by Binsfeld, mad about (soul) and then BetoCee. During this long journey, Claude had the great opportunity to work for some excellent brands and to contribute to their development. Sources Rosport, Losch Luxembourg, Vins et Crémants de Luxembourg, Domaines Vinsmoselle, Spuerkeess, Enovos, Foyer, Tango and Lalux are just a few examples of a long list.

“The Luxembourg roots of Sources Rosport have always been a source of inspiration for me. Since 1993 I have contributed to the birth of all their sub-brands. Starting with Rosport Medium, followed by Rosport Blue, Viva, Rosport Pom’s and Rosport mat…”


More than thirty years of experience with the most beautiful brands established in the Grand Duchy, coupled with a passion for the particularities of the national market, form the basis of Claude’s expertise: brand communication for companies based in Luxembourg.

By adding a longstanding knowledge and passion for the Luxembourg media world, all the ingredients to ensure that my clients messages have an impact on the target audience are firmly in place.

Positioning of CoCenTing.

Why a picture of a bee? Bees transport pollen and thus enable the reproduction of flowering plants. This process guarantees the survival of plants as well as the preservation of biodiversity and the balance of ecosystems. Good Luxembourg honey, a gift of the bees’ work, is protected by an AOP (Appellation d’Origine Contrôlée). CoCenTing also has this attribute in its brand DNA. For CoCenTing ‘AOP’ is a contraction of some characteristics of its personality.

The metaphor with the world of bees can be explained by the fact that CoCenTing, Consumer Centric Thinking company, collects its information at places identified beforehand with its customers.This is another kind of (marketing) pollination.

Brand Communication or Promos?

The answer is unequivocal: focusing exclusively on branding does not yield results. Limiting yourself to promo only doesn’t lead to anything either. In difficult periods it is very tempting to opt for Promotions.

Promos lead to faster results but in the mid and long term there will be no positive impact on your Brand Equity. CoCenTing assists you in defining the right mix, the right frequency, the right budget and the right tone to sharpen your communication. Avoid zero impact!

They trusted CoCenTing.

Merging and clearly structuring the activities of Garage MCM and the Carolux, atelier de carrosserie, was the first challenge CoCenTing was faced with.
The ‘new’ Carolux was born from the merger of the company ‘Motor Center Miersch’ known as ‘Garage MCM/Hyundai’ and Carolux on January 4th 2021.
The close collaboration between the two companies over the years indicated the way forward to Georges Thill, founder and shareholder of both companies.
Georges Thill: “The back and forth between Erpeldange and Roost made it difficult for us to organize our daily work. Bringing the two companies under one roof was a real added value for us and for our customers.
A single address, streamlined work processes and a complete range of services around the automobile, this is the new offer that we propose at Bissen / Roost.
The new Carolux logo highlights our two professions. We are indeed atelier de carrosserie & Garage Mécanique, two complete and distinct professions, which require in-depth and specific knowledge “.
In parallel to this first project, a second very enriching experience started. Ville Neuve, Distrikt and Ville Neuve+ are the three brands operated by François Hardy and Leslie Otto. Established in the Grand Duchy and in the province of Luxembourg, these three brands offer an eclectic range of clothing. François Hardy contacted me saying that he was looking for a coach for his Marketing Manager, who had just been hired and came from a totally different sector. Upon further analysis of the situation, I told François that I felt that the task went far beyond that, as the three brands were not clearly positioned and their respective targets not identified. A thorough introspection work started, with the owners, the teams and the existing and potential customers. This led to a thorough restructuring and a clear and focused Brand Hierarchy. After a year and a half of coaching, the existing team can now build on a solid foundation and develop its marketing and communication plans. In the meantime, a new flagship store has been opened in the Retail Park in Waterloo.

The mayor of Kopstal challenged me to develop a communication strategy adapted to the needs and specificities of the municipality. “The current communication is irregular and unstructured”, he said. In order to be able to clearly identify the characteristics and particularities of the municipality, CoCenTing applied its ‘Consumer Centric Thinking’ approach and questioned 27 inhabitants of the villages of Kopstal and Bridel in 1to1 interviews. The synthesis of the information gathered during these interviews allowed us to clearly define the personality, the DNA, the strengths and weaknesses of the community. After this work, which consisted in giving a solid basis to all future actions, the communication plans were established with full knowledge of the present facts and taking into account the available budgets. Today, the two communication officers can use these foundations to plan, realize and produce the defined materials and organize the upcoming events. A redesign of the logo, which will be used slightly different for administrative or communication purposes, will underline the new wind blowing through the two villages. This new Brand Universe was developed in collaboration with freelance graphic designer Zoë Mondloch. In the meantime, the new communication magazine as well as the KoBri Flash are regularly distributed to all households.

With a first experience in institutional communication of small and medium-sized municipalities, the one of Goesdorf started from other premises, since its communication was, so to speak, non-existent. CoCenTing used its ‘Consumer Centric Thinking’ methodology and questioned the citizens of the municipality. This approach allowed us to determine the personality, the identity / DNA of this municipality, which is made up of 7 different villages. It will come as no surprise to anyone to learn that the inhabitants of the different villages in the municipality have different concerns and are mainly interested and concerned by everything that is related to their village. The central school in Dahl, which has been operational since the beginning of the school year 2022/2023, will be one of the elements that can be described as binding the 1,700 inhabitants of the municipality together. A Schoulbuet was produced and distributed to all households on 6 and 7 September 2022, thus representing the first media of the municipality, to which the Geisdrefer Lanter, the new communication bulletin, has now been added. A new Brand Universe was created, represented by a new logo, declined as a Living Logo. CoCenTing worked together with freelance graphic designer Zoë Mondloch. Apart from its main representation, the logo will evolve with the 4 seasons. One of CoCenTing’s goals is to coach the existing team so that they can take over the communication strategy as of 2024.

CoCenTing and Tom Baumert, the director of the clc, face a major challenge. Which are the services to be promoted, what are the assets of the clc? What’s it’s USP, his value proposition? During the interviews with members and non-members, Tom Baumert and Claude Nesser quickly realized that the clc’s missions were only very briefly known. This is not surprising, given that the clc operates partly in the shadow of the Chamber of Commerce and due to the fact that humans have great difficulty in memorizing acronyms and identifying them with specific and precise functions.
The condensed information obtained from the interviews will help to more clearly identify the missions and value proposition of the clc and to communicate its real strengths to its current and potential members, as well as the stakeholders.
Guy Feidt, the director of the eponymous company, is passionate about sandpits. However, his interest goes far beyond it’s simple exploitation. He persists in giving back to nature, after its exploitation phase, ideal living spaces, guaranteeing that fauna and flora can fully blossom.
CoCenTing, in collaboration with other specialized actors, is in the process of realizing flexible supports, allowing an easy visualization, wherever and whenever you want to consult them.
Once these supports are completed, they will be integrated into the website, which will undergo a complete overhaul in 2023.


Dear company boss, devote yourself to your core business and entrust the communication-marketing to a specialist to make your business flourish!