Callebaut Collective helps businesses that are facing change to choose among the many possibilities and challenges so as to arrive at a strategic business reorientation. Our approach is characterised by an explicit view of marketing as a strategic driver.
Collectively embracing chaos on the path to business reorientation. With an expansive, human-oriented marketing approach that builds long-term relationships.
We are proponents of a deeply people-focused marketing approach that takes the real person behind the customer, employee, society as its starting point. Indeed, as Jan Callebaut, after whom our organization is named and whose philosophy still unites the Callebaut collective today, always phrased it : “a brand is a metaphor for a relationship”.
This is what transforms us from marketers into Human Activators. We are convinced that deeper insight into the human psychology and into society allows organisations to increase their relevance and to accelerate their future growth. It is essential that a company’s solutions be in line with the relational story and that it nourish, support and amplify it. This is why successful organisations invest in long-term relationships. It is crucially important for organisations to obtain insight into the deeper needs of people (Human Drivers) and to respond with corresponding solutions. Marketing in other words means invoking and further developing existing interpersonal relationships. Marketing means activating people by appealing to their human drivers. Marketing means to “act human”.
