Why too many Flemish entrepreneurs misunderstand marketing, and why it matters

Many Flemish entrepreneurs do not have a clear understanding of what marketing really is or what it can mean for their business. They lack the background, training and often the curiosity to recognise the power of a strong brand-led approach. As a result, marketing advice can feel like giving a crash course in CPR to a complete beginner while the patient is already lying on the floor convulsing.

There is an additional challenge: competing with an army of self-taught marketers who all have very strong opinions about marketing and what needs to happen, yet may never have heard of Byron Sharp. They work without a real interest in what matters to consumers or customers, and without a deep understanding of how brands actually grow. For more professional marketers, this is often deeply frustrating. It becomes more about having the right sales approach than mastering the technical aspects of marketing.

The stark contrast with leading companies

Listen to a podcast such as Uncensored CMO and you hear thoughtful, strategic marketers discussing their vision, cases and approaches. It raises a question: how do these people secure support within their organisation for such strong marketing strategies?

Is it because they work at larger companies, where:

✔ More is at stake and marketing makes a fundamental contribution to growth?

✔ They have the scale to hire the right people, with a sound marketing background, and operate within an established marketing process where marketing actually owns marketing, rather than the salesperson, the COO or whoever happens to have been appointed marketer?

✔ Discussions are more fact-based instead of relying purely on gut feeling?

These businesses take a completely different approach. Marketing is not a 'nice extra', but a fundamental part, or even the heart, of business strategy. Terms such as brand personality, cultural relevance and distinctive brand assets are seen as essential building blocks for long-term growth rather than vague marketing language. An image or a word first goes under the marketer's microscope before being released to spread.

The SME paradox: fear of brand building

Say “brand personality”, “distinctive brand asset” or “researching category entry points” to a Flemish SME owner and there is a good chance they will tense up. Their reaction?

🚫 “We don't have the time or budget for that.”

🚫 “We focus on direct sales, not all that image stuff.”

🚫 “Category entry points are for big companies. We just need to sell our products.”

🚫 “It worked this way before. Why should we do things differently now?”

What they miss is that the strongest brands are not strong by accident. Behind every strong brand you will find, among other things:

✅ A clear brand vision that does not change with every passing breeze.

✅ Rigorous 360° discipline in consistently developing branding and communications.

✅ The use of distinctive brand assets that strengthen recognition and mental availability.

✅ Innovations launched with the right resources, for the right reasons.

This is not just marketing jargon. These are the principles on which the world's biggest brands are built, and they apply just as well to an SME if given the chance.

The reality: not every client understands

Sometimes you can bridge the gap and convince an SME owner of the value of strong brand thinking. Sometimes you cannot. Sometimes a client is simply too short-sighted, too focused on the short term or simply uninterested in brand building. Or, as happens all too often, a marketer carefully builds an entire plan in which each element supports the others, only for the client to choose the cherry on top. And then that cherry has to be painted blue instead of red. Not because customers or consumers want it, but because the boss happens to prefer blue.

That is unfortunate, but probably the reality for most marketers. Not everyone is ready to invest in the long term. Not everyone has the patience to build mental and physical availability. Not everyone trusts their marketer, even though they hired that person to do precisely what they are supposed to be good at. This is not about subtle differences of opinion. It is about daring to move forward with the strategies and tactics that knowledgeable marketers often put on the table.

Listen and learn

For anyone curious about how marketing really works in businesses that do use it strategically, here is the latest episode of Uncensored CMO:

🎧 Episode #181

Listen with an open mind. Pay attention to the playfulness, creativity and, above all, the discipline and strategic insight behind building Oreo. That is marketing at the level we like to see: open minds and plenty of discussion.

👉 Are you ready to take a truly strategic approach to your brand? Contact BrandQs and discover how we help businesses grow through strong brand strategy. Let's go up!