Thecla Schaeffer: ‘Purpose marketing has almost become a necessity’

Learning from the best: As CMO, Thecla Schaeffer has helped a number of great brands grow, such as G-Star and Tony’s Chocolonely. She has been praised for several campaigns. Marketing and branding can be used to do something good for the world, with the brand serving as a value creator. You have to move your own boundaries and be prepared to look beyond them. How do you do that and where do you start?

What are the two most surprising insights you’ve gained in recent years when it comes to value creation with marketing?

“Real value creation is in the product or service you provide. Marketing and communications are just tools to let people know what you do or make. It’s more about what you do than about what you say. Therefore, the best marketing projects, as far as I am concerned, start with product innovation.

Showing how your company contributes to a better world, in other words ‘purpose marketing’, has almost become a necessity. However, it is important to always attach a personal benefit to it for the consumer. I learned some interesting lessons about that at Tony’s that I will share during the keynote.”

For you, what are the most fun challenges that come up within organisations once you start working on value creation as a brand?

“Because for me the best marketing starts with product innovation, as a marketer you have to look beyond the boundaries of your own department – especially if you also want to innovate in the field of sustainability. You will have to understand, for example, how a supply chain works, where the money is really made and what challenges the sales department or the field staff are facing, for example. And you will have to talk to all these departments and people, to get everyone excited and on board, and to actually implement the innovation. When you manage to do that, and you get to work toward a common goal with the entire company, it gives you a tremendous buzz and energy.”

What tips would you give fellow marketers from the travel industry, with a focus on the now and also on the long term?

“Branding is not just a matter of consistent communication and design. Branding is about true value creation. Start a marketing or branding project with the question what you can really do for your consumer to add value for them.”

Can you tell us a bit about the main points of your presentation at Travel Congress? What can travel professionals inside and outside the marketing domain expect during your keynote?

“My keynote will be about how brands can contribute to change. Brands and doing good sometimes seem to be at odds with each other. But brands nowadays do not only have the responsibility, but also the creative power to make the world a better place. In this keynote I will be sharing some inspiring examples and a few (hard) lessons that I learnt myself.”

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