Ine Mariën
& Company
We are management consultants specializing in strategic communications. We help business, political and cultural leaders to build, maintain, and manage a strong and sustainable position in their political, economic and social environment.
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 Paul de Groeve, our expert in corporate storytelling and web writing has recently published a handy guide in Dutch, called Alles over webcommunicatie: van webwriting tot webmanagement (Everything about web communication: from web writing to web management).
This book provides an overview of all new communications means and analyzes how they contribute to the profitability of a company. E-mail, chat, direct messaging, websites, …: it extensively discusses all new online communications tools.
It focuses on the way the reader can efficiently start to work with these new means of communications: how to write targeted e-mails? How to present your company in online communities? What should you keep in mind when writing texts for the web?
The starting point of the author is his everyday practice, in which he looks for the most efficient ways of integrating these online communication tools in an organisation. His concrete tips are always supported by an in-depth theoretical knowledge and innovating, relevant insights.
You can order it here .
At the annual meeting of Febelfin which was held on 1 March 2010, Ine Mariën was appointed as Independent Chair of the Consumers Platform. The Consumers Platform is part of regaining of customer trust in the banking and financial system, one of the priorities of the financial sector. The main aim of the Platform is to ascertain people’s expectations and needs and on the basis of this make recommendations for new sector commitments. These new sector commitments should enable Febelfin to anticipate the plans of the European Commission.
Continue reading Febelfin asks Ine Mariën to be Independent Chair of the Consumers Platform
 On the 23rd of February, Ine Mariën was invited by the ‘AmCham Women Leaders’ to kick off a debate amongst women CEOs on the new challenges of top women in business. Ine was asked to unfold her personal recipe for successfully going into a leadership role and outline her vision on the new challenges of leading women in business. The event, titled ‘Women in Business, New Challenges for New Leaders’, was hosted by Mr. Howard W. Gutman, US Ambassador to Belgium.
Continue reading AmCham Women Leaders: Ine Mariën gives her outlook on the challenges of top women
Brands that connect with consumers: it appears to be the newest trend in communication. However, dialogue marketing is more than just another hype. Quite the contrary is true: if we want to reach a new generation of consumers, we need to switch from traditional one-way to two-way communication, and that’s were dialogue marketing comes in.
Meet the on-demand generation
The latest generation of consumers is a difficult customer. Or to be more precise, they are difficult to reach. Young consumers ignore traditional media, consider e-newsletters out of fashion and the 1-on-1 advertising trick doesn’t work for them either.
So, how do you reach these young consumers? The answer is quite simple: you don’t have to reach them; they will come to you. Because, when they need you, the on-demand generation goes online to look for the best and quickest solution. And when they do so, your brand should be ready to perfectly answer their questions and to solve their problems. And afterwards, you have a chat with them…
Continue reading Dialogue marketing, the newest buzzword in town?
This website is first and foremost a dynamic platform, completely in line with what we wish to offer, with our value proposition and objectives. We will be regularly updating you on our activities, our insights and opinions as regards reputation strategies, image management, master planning and management communication. Ideas which will contribute to the progress of businesses, managers and society.
On this website, you can find out more about our approach, which looks into your positioning and your business, or the perception of your policy, but also about our team and the external experts, who all excel at a particular element of our global vision.
So why not take the time to rediscover us, to get to know us better? And drop by regularly, when you are looking for new insights or have questions about your current reputation, communication or the management thereof. If it’s a sparring partner you’re looking for, then drop us a line or call us. We will be by your side in no time at all.
Thanks for taking a look and enjoy your visit to our site.
Ine Mariën, Sander Laridon and the company of experts
 For the ninth year running, the fundraising campaign, ‘Give a Smile’, set up by McDonald’s, ran in all its Belgian restaurants until November 2nd. The aim was to collect funds to financially support families throughout Belgium with children born with a cleft lip and palate malformation, affecting almost 200 Belgian children every year. Both the surgeries and the revalidation are a heavy financial burden for the families, and many parents are unable to raise the money for the necessary interventions or therapies.
This year, McDonald’s customers had the opportunity to buy ballpoints in order to support this societal initiative that has given a smile to 830 children all over Belgium, by raising more than one million Euros in nine years.
The concept and the implementation of this societal project, which ties in perfectly with with McDonald’s promise and values, was recommended and launched by Ine Mariën as part of her strategic positioning, community integration and internal motivation advice for this worldwide network brand. Continue reading McDonald’s ‘gives a smile’ to children again
Strategic advice for a future Music City in the historical Centre of Brussels
 Does Belgium, and more specifically its capital, love art? The question may seem surrealist or surprising, but it takes on a whole new meaning when you discover the predicament of the cradle of our musical and theatrical arts. The old Music Conservatory of Brussels is groaning under the weight of its friezes and classical pillars.
Today, several determined volunteers are joining forces to revitalize and re-inspire an architectural site and conservatory hat wishes to be so much more than another part of Brussels’ heritage. In the future, the restored Conservatory complex wishes to position itself as a unique platform for research, creation, training and excellent musical performances: a miniature Music City. The aim is to transcend the Conservatory’s preservative function and instead to turn it into a place where music blossoms and thrives; the place to be from a musical, tourist and economic point of view; an extension of the recently reinvigorated Mont des Arts in Brussels and the bridge between uptown and downtown Brussels. At the heart of Conservamus is the constant endeavor to bring about a renaissance of the place, as well as its integration in the best European music campuses.
Ine Mariën has committed to creating a vision of the Music City, and what the emblematic architectural site can become with strategic advice, while drawing on its network and personal conviction to mobilize the business world and public decision-makers.
www.conservamus.be
A reference publication by Ine Mariën & Company and SumProject
Initially destined to become an intimate and celebratory work on the occasion of the sixtieth birthday of architect, Jean-Pierre Mariën, this publication subsequently developed into a precious reference work about the body of an architect-builder through testimonials, his strong architectural vision and creation and the quality of graphic compositions. Continue reading LX, the heart of an architect
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