The Meaningful Marketing labs

Dates: 5th of March, 12th of March, 16th of April and 23rd of April 2024

Timing: 09:00 AM - 05:00 PM

Location: Media Arena - Zone1 Research Park 30, 1731 Asse


BAM Members: € 2000 excl. VAT

BAM Non-Members / Friend of BAM: € 2500 excl. VAT

# 4 days

BAM is on a mission: turning marketing into a meaningful practice that leads to customer-centric and sustainable innovation and transformation of companies and organizations.

With the Meaningful Marketing Laboratory BAM, supported by more than 10 Marketing Professionals, offers a training program for marketers who want to make a difference.

Business models are changing, brand and value propositions need to be innovated, data and marketing technology are opening new opportunities, investments in sustainability needs to be valued by customers, etc…. The world is changing at the speed of light and so is Marketing.

Don’t stay at the side line. Turn your Marketing capabilities into meaningful capabilities by subscribing to this unique training program and become a BAM certified Meaningful Marketer.

Learning outcomes

  • How to become and stay customer-centric and innovative in a marketing context that is increasingly technology-driven 
  • How to integrate sustainability in your marketing plan
  • How to develop and implement ethical, diverse and inclusive marketing activities to gain and keep the customer’s trust
  • How to develop marketing activities in a multi-stakeholder networked business environment.


Intro by Alain Mayné, Hoet&Hoet

  • Module 1 - Purpose and Shared Value - 05/03/24 (09:00 AM - 5:00PM)

    Session 1. Integrating Sustainability in your Marketing Plan

    • Understand WHAT Sustainability means for marketers.
    • Understand WHY Sustainability is a strategic stake for marketers.
    • Integrate a sustainable approach in your marketing plan.
    • Translate into KPIs in the marketing plan.

    Teacher: Nathalie Erdmanis (AG Insurance & Ageas)

    Session 2. Inclusive Marketing Leadership

    • Be aware of bias, identify the pitfalls & the impact on your team.
    • Learn why D&I is a crucial part of your marketing process.
    • How to avoid brand back lash or inclusivity- washing.
    • How to become an inclusive leader in I&D and how to inspire your organisation and marketing to become I&D leaders too.
    • Using assessment tools to test your ideas, create a healthy work environment and tackle differences in your team.

    Teacher: Soraya Hayani (FutureKind)

    Session 3. Brands today: a leadership tool for better futures

    • Leverage empathy for value creation, and competitive advantage;
    • Move from building brands through myths to building brands based on utopia;
    • Move from sustainability and mainstream purpose to a regenerative mindset;
    • Understand how transparency, abundance and community are the new key building blocks for future-fit branding;
    • See the full potential of a brand as a leadership tool and value driver.

    Teacher: Arnaud Tasiaux (Innate Motion)

  • Module 2 - Collaboration and Holistic - 12/03/24 (09:00 AM - 5:00PM)

    Session 1. Creating Brand Purpose and Brand Value in an accelerating world

    • Define a brand purpose.
    • Know how to involve the necessary stakeholders (and avoid pitfalls).
    • Know how to roll it out in your entire marketing plan.
    • Create an actionable marketing roadmap to deliver to your purpose.

    Teacher: Kristel Vanderlinden (FutureKind)

    Session 2. Shifting towards a service logic

    • Understand what a service logic could contribute to your business
    • Identify levers to succeed in your service logic shift
    • Know the potential routes towards service logic

    Teacher: Sarah Steenhaut (Callebaut Collective)

    Session 3. How to (really) change people’s behaviour for sustainable outcomes ?

    • The psychology of sustainable behaviour.
    • Why it takes more than ‘communications’ to change behaviour.
    • Which broader, more holistic approach should be used.

    Teacher: Fred Dorsimont (Behaven)

  • Module 3 - Personalisation - 16/04/24 (09:00 AM - 5:00PM)

    Session 1. Data are the new Gold – How to maximize your Marketing ROI using data ?

    • Demonstrate how data can contribute to the realization of your marketing & company objectives.
    • Understand the different types of data, their sources, evolution and importance in the future.
    • Understand the different technologies available to store, aggregate and action marketing data.
    • Draft a high level data strategy in function of your data and marketing maturity.

    Teacher: Kathleen Peeters (Deloitte Belgium)

    Session 2. : Let’s discover how open data can be used in marketing to gain insights into consumer

    • Let’s discover how open data can be used in marketing to gain insights into consumer (and company)  profile, market trends, and competition.
    • This information can be used to inform and optimize marketing strategies, such as targeting specific demographics, personalizing advertising messages, and measuring the effectiveness of campaigns.
    • 5 use cases of this data that will surprise and inspire you

    Teacher: Albert Derasse

    Session 3. Navigating the expanding marketing technology landscape:

    • Overview of the different types of tools
    • Best of breed vs full stack
    • Which are the emerging trends within marketing technology
    • How to tackle the most common challenges & pitfalls
    • How to get the most out of your MarTech stack

    Teacher:  Ken Borremans (CoMark)

    Session 4. Finding & implementing the right MarTech tool(s) for your company

    • How do I identify my business needs?
    • How can I translate those needs into technical requirements/features?
    • Finding the right vendor/partner in the extensive Martech landscape
    • Tip & tricks for a successful implementation
    • The importance of a good adoption of your MarTech tool(s)

    Teacher: Ken Borremans (CoMark)

  • Module 4 - Related to Trust - 23/04/24 (09:00 AM - 5:00PM)

    Session 1. Building trustful relationships with customers through ethical marketing

    • Recognize unethical marketing practices when you see or consider them.
    • Integrate ethical components into your marketing strategy and practice to gain customer trust and respect.
    • Build strong meaningful and authentic brands and solid customer relations.

    Teacher: Prof. Patrick De Pelsmacker (University of Antwerp)

    Session 2. Privacy by Design: between challenge and opportunity

    • Understand the evolution of Privacy Management.
    • Understand the 7 principles of “Privacy by design”.
    • Test your compliance with a checklist.

    Teacher: Florent Diverchy (Produpress)

    Session 3. Trust, the new marketing currency in a collaboration world!

    • How collaborations are crucial for business survival.
    • What are “metasystems” and what is their importance.
    • The “trust equation”, a simple formula valid in all human relationships
    • How to drive consumer trust.
    • The SAY-DO principle
    • Success factors for trust and transparency through examples
      o Trust and transparency in the end-to-end supply chain
      o Trust in the innovation development process
      o Trust in communicating with consumers

    Teacher: Kris Michiels 

    Session 4. Can labels contribute to your sustainability strategy ?

    • Understand the fundamental role of labels and certification.
    • Distinguish between the various types of labels/certifications.
    • Understand the strengths and limitations of using labels.
    • Get more information about the most common labels available in Belgium, including key figures about awareness etc.
    • Understand better how consumers perceive labels, how they use them etc.
    • Know how to integrate them in your company / brand story.

    Teacher: Nicolas Lambert 

Information sheet

Download here the information sheet.



All participants who attended the full Meaningful Marketing cycle, consisting of 14 sessions, grouped into 4 modules, will receive a BAM certificate ‘Meaningful Marketer’.


If you are not already a member of BAM, this registration allows you to obtain a free membership as a Friend of BAM. Here you will find more information about the benefits of membership.



Do you want detailed information about the trainings and which of them best suit your profile?

Nathalie Prieto

Contact Nathalie Prieto, Event manager. 

+32 472 10 20 85 - nathalie.prieto@marketing.be