The Arthur & Brent Impact Model

Brand strategy from positioning to activation — in one integrated approach

Let us help you achieve better results and make you an authority in your industry.

Let's get acquainted

Your brand can do more than it does right now.

Strategy with one party. Campaigns with another. Recruitment with HR. Everyone good at their job — but nobody watching the whole. Arthur & Brent connects brand strategy, communication and activation as one integrated approach. That's what we call the Impact Model.

After the rebrand, our employees could finally tell the story of FPH the way it deserved to be told.

Erwin Ploegmakers, Director, FPH Ploegmakers

Does any of this sound familiar?

  • Customers, colleagues and partners all describe your organisation differently.
  • Every department communicates from its own logic. Nobody sounds the same.
  • Campaigns run — but they feel disconnected from the strategy.
  • You have a strong employer brand internally. It just doesn't come across that way externally.
  • You've tried more posts, more vacancies, more budget. The results didn't follow.
  • Strategy sits with a consultant. Marketing with an agency. HR does its own thing. The brand is waiting for everyone to agree.
Introductie merk
Alex Abrahams Staand

Let's talk. Good conversation. No pitch.

Call Alex 06 45 44 01 02 or Stuur een e-mail

How we work, the Impact Model

Brand Building

The foundation. Where do you stand? What makes your brand distinctive, credible and relevant — for customers and for the people you want to attract?
We begin with your people, not a whiteboard. We ask the questions that haven't been asked internally yet. We find what makes your organisation genuinely unique. Then we build from there.

What we work on: Positioning · Employer branding · EVP / employer promise · Brand identity & tone of voice · Repositioning & mergers · Internal branding

Brand Translation

 Making it work. A brand strategy that only exists on paper changes nothing. We translate the brand direction into the systems and structures that make it live every day.
A communication plan your whole organisation can follow. A visual identity that works consistently. Dashboards that give real insight. Smart use of AI that strengthens the brand rather than diluting it.
 
What we work on:  Communication strategy · Brand identity · Data & dashboarding · Analytics Premium (GA4) · AI applications · GEO · Privacy & consent

Brand Activation

Reaching the right people. We make sure your brand reaches the right people — customers, candidates or partners. Data-driven and measurable, always grounded in the brand story.
Not standalone campaigns, but a logical extension of the brand foundation. For labour market communication, we work from a complete recruitment marketing approach: from employer promise to recruitment campaign, from job marketing to social media.

What we work on: Online marketing · Recruitment marketing · Job marketing · Recruitment campaigns · Content marketing · SEO · SEA (Google Ads) · Social advertising · Email marketing · B2B e-commerce

Our work

Alle cases

We start with the brand. Not the campaign.

 Most agencies start with the campaign and work backwards to the brand — if at all. Most employer branding bureaus treat the employer brand as separate from the corporate brand. Most strategy consultants deliver a positioning document and leave the translation to someone else.
 
Arthur & Brent connects all three.  Brand strategy → translation → activation as one movement, in one pair of hands. Because real impact only happens when brand, message and action line up.

Communicatiestrategie

Organisations that feel their brand should do more.

Not organisations that want to "do something with branding." Organisations that feel their brand should give direction to how they work, grow and make decisions.

The signal we listen for: "This can be stronger." / "There's more potential here." / "This needs to be right."

Our sectors: Healthcare · B2B · Semi-public (housing corporations, municipalities) · Culture & non-profit · B2B e-commerce

Our contacts: Communications managers, HR managers and board members — people with decision-making authority and the ambition to connect brand, story and activation.

Not for everyone. We're not the right fit for organisations that want a logo or a quick campaign fix. We're the right fit for organisations that want their brand to genuinely direct how they work.

Recruitment Marketing

We become temporary colleagues who help you position the brand sharply, distinctively and credibly — from the inside out.

Marcel Ploegmakers, Arthur & Brent

How we work together

Step 1 — One conversation.  We listen first. Marcel or Alex asks the question you probably haven't asked yourself yet. That's usually when it gets interesting. No obligations.
 
Step 2 — Shared diagnosis.  We identify where the real question lies — in the brand, in the communication, in the activation, or somewhere in between. And we're honest if we're not the right match.
 
Step 3 — Tailored proposal.  We don't sell standard packages. We propose what actually makes sense for your situation — one layer, two, or all three. With clear scope and clear outcomes.
 
Step 4 — In the work together.  We become temporary colleagues. Close enough to understand the organisation. Senior enough to push back when needed. Honest enough to say when something isn't working.