{"id":199,"date":"2020-09-21T07:51:48","date_gmt":"2020-09-21T07:51:48","guid":{"rendered":"https:\/\/cocenting.lu\/?page_id=199"},"modified":"2024-10-17T10:07:21","modified_gmt":"2024-10-17T10:07:21","slug":"home-englisch","status":"publish","type":"page","link":"https:\/\/cocenting.lu\/?lang=en","title":{"rendered":"CoCenting.lu English"},"content":{"rendered":"

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\"\"What is <\/span><\/span>CoCenTing?<\/span><\/b><\/p>\n

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..<\/span><\/p>\n

What do I aspire to? What are my strengths?<\/span>
\n<\/span><\/span><\/span>How can I make the most of them?<\/span><\/b><\/h4>\n

In fact, it was right under my nose. <\/span>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<\/span>.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>

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\"\"<\/span><\/span><\/strong>Why<\/span> <\/span>CoCenTing?<\/span><\/strong><\/p>\n<\/div>

<\/i><\/i><\/span>CoCenTing, a small enterprise without overhead costs, is intended for companies that ask themselves how to strategically invest so as to ensure a solid return on their investment (ROI).<\/span><\/a><\/h4><\/div>
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“What is the right balance between brand communication and promotional actions? <\/span>When, where, how, how often and in what proportion should I invest?” These are the questions that many advertisers ask themselves.<\/span> <\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

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How should I position myself against my main competitors?<\/span><\/h4>\n<\/div><\/div><\/span><\/blockquote>
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Is my company a leader or follower in its sector?<\/span><\/h4>\n<\/div><\/div><\/span><\/blockquote>
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What is my brand USP?<\/span><\/h4>\n<\/div><\/div><\/span><\/blockquote>
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What are the expectations of the market and those of my potential customers?<\/span><\/h4>\n<\/div><\/div><\/span><\/blockquote>
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<\/i><\/i><\/span>CoCenTing, the Consumer Centric Thinking company, operates under the motto \u00ab Der K\u00f6der mu\u00df dem Fisch schmecken und nicht dem Angler \u00bb.<\/span><\/a><\/h4><\/div>
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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.<\/span><\/span><\/p>\n

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.<\/span><\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div>

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\"\" Experiences<\/span>.<\/strong><\/strong><\/p>\n<\/div>

<\/i><\/i><\/span>Claude Nesser began his career with Createam, the integrated agency of Cactus supermarkets.<\/span><\/a><\/h4><\/div>
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“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.\u201d<\/p>\n<\/div><\/div><\/div>

<\/i><\/i><\/span>On the strength of these teachings, Claude then moved on to the field of agencies.<\/span><\/a><\/h4><\/div>
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PEP, IP’s integrated agency, was the first step, followed by Binsfeld, mad about (soul) and then BetoCee. <\/span>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 Cr\u00e9mants de Luxembourg, Domaines Vinsmoselle, Spuerkeess, Enovos, Foyer, Tango and Lalux are just a few examples of a long list.<\/span><\/p>\n<\/div>\n<\/div><\/div><\/div>

<\/i><\/i><\/span>My favourite?<\/span><\/a><\/h4><\/div>
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“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…\u201d<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>

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\"\"Expertise.<\/strong><\/p>\n

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.<\/p>\n

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.<\/p>\n<\/div><\/div><\/div>

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\"\"<\/span><\/span><\/strong>Positioning of <\/span><\/span><\/strong>CoCenTing.<\/span><\/strong><\/p>\n

Why a picture of a bee? <\/span>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\u2019Origine Contr\u00f4l\u00e9e). CoCenTing also has this attribute in its brand DNA. For CoCenTing ‘AOP’ is a contraction of some characteristics of its personality.<\/span><\/p>\n

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.<\/span>This is another kind of (marketing) pollination.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>

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\"\"Brand Communication<\/span> or Promos?<\/span><\/span><\/strong><\/strong><\/strong><\/p>\n

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

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

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\"\"They trusted CoCenTing.<\/span><\/strong><\/strong><\/p>\n<\/div>

<\/i><\/i><\/span>Ville Neuve<\/span><\/a><\/h4><\/div>
\"\"In parallel with a first project, a second, highly rewarding experience was getting underway. Ville Neuve, Distrikt and Ville Neuve+ are the three brands operated by Fran\u00e7ois Hardy and Leslie Otto. Established in the Grand Duchy and Belgium, these three brands offer an eclectic range of clothing. Fran\u00e7ois Hardy contacted me saying he was looking for a coach for his Marketing Manager, who had just been hired and came from a completely different sector. As I analyzed the situation in more detail, I told Fran\u00e7ois that I felt the task went far beyond that, since the three brands were not clearly positioned and their respective targets not identified. An in-depth process of introspection began, involving owners, teams as well as existing and potential customers. The result was a thorough restructuring and a clear, focused Brand Hierarchy. After a year and a half’s coaching, the existing team was than able to build on a solid foundation and develop its marketing and communication plans. In the meantime, a new flagship store has opened at the Retail Park in Waterloo.<\/div><\/div><\/div>

<\/i><\/i><\/span>Municipality of Kopstal<\/span><\/a><\/h4><\/div>
\"\"The mayor of the commune challenged me to develop a communication strategy tailored to the commune’s specific needs. Existing communications are irregular and unstructured,” he explained. CoCenTing applied its ‘Consumer Centric Thinking’ approach to clearly identify the characteristics and particularities of the commune, and interviewed twenty-seven residents of the villages of Kopstal and Bridel in 1to1. The synthesis of the information gathered during these interviews enabled me to clearly define the personality, DNA, strengths and weaknesses of the commune. Following this analysis, which provided a solid basis for all future actions, the communication plans were drawn up with full knowledge of the facts and taking into account the available budgets. Today, the two communication managers can rely on these foundations to plan, realize and produce the defined media and organize future events. A redesign of the logo, including administrative and communication logos, underline the new wind blowing through the two villages. The new Brand Universe was developed in collaboration with freelance graphic designer Zo\u00eb Mondloch. In the meantime, the new communication magazine and KoBri Flash have been launched, and are distributed to all households and available online.<\/div><\/div><\/div>

<\/i><\/i><\/span>Municipality of Goesdorf <\/span><\/a><\/h4><\/div>
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\"\"Having already gained experience in institutional communications for small and medium-sized communities, the work for the municipality of Goesdorf started from a different premise, since its communications were virtually non-existent. CoCenTing drew on its Consumer Centric Thinking methodology and questioned the municipality’s citizens. This approach helped to determine the personality, identity and DNA of this commune, 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 commune have different concerns, and are mainly interested in and concerned by everything to do with their village. The central school in Dahl, which has been operational since the start of the 2022\/2023 school year, will be one of the elements that can be said to bind the commune’s 1,700 inhabitants together. A Schoulbuet was produced and distributed to all households at the beginning of September, representing the commune’s first communication medium, to which has now been added the G\u00e9isdrefer Lanter, the brand-new communication newsletter. A new Brand Universe has been created, represented by a new logo in the form of a Living Logo. CoCenTing worked with freelance graphic designer Zo\u00eb Mondloch. Aside from its main representation, the logo will evolve over the course of the four seasons. One of CoCenTing’s aims is to coach the existing team, so that they can take over the communications strategy from 2024 onwards. Last but not least, a song was created for the commune, based on the slogan “Hei w\u00ebll ech bleiwen”. It’s a slogan that was obvious from the interviews we conducted. For the song, which is largely inspired by Colette and Fernand’s mythical song “Hei kann ech net bleiwen”, CoCenTing collaborated with Jo\u00ebl Heyard. Here’s the link to listen to it…<\/p>\n\nhttps:\/\/cocenting.lu\/wp-content\/uploads\/2023\/11\/Hei-we\u0308ll-ech-ga\u0308r-bleiwen-copy.mp3<\/a><\/audio>\n\n\t\t