From Like to Love: The Power of
Brand Identity in Marketing
by Henk Campher
What you'll discover
when watching Henk's story
- Businesses must understand that brands are loved and not liked and that you have to be comfortable with being hated and having your own point of view.
- Customers are always flooded with boring content, but one of the best ways to connect with them is through entertainment and education.
- Great marketing leadership encourages a fun, accountable, and supportive culture.
- Prioritize understanding and connecting with customers over tools and channels.
- Artificial should complement human creativity, not replace it entirely in marketing.
- To understand your customers, you have to let them talk and let your people listen to every detail that matters.
- Startups should focus on solving genuine problems and building unique brands rather than relying on one channel or pleasing investors.
Meet Henk Campher - Chief Marketing Officer @ Deep Origin
Henk Campher is the Chief Marketing Officer (CMO) at Deep Origin, a biotechnology company that helps scientists solve diseases and extend health span by building tools that simplify R&D, simulate biology, and untangle the complexity of life.
Simply put, Henk is a slayer of boring marketing. He thrives in creatively combining the art and science of marketing to build a go-to-market strategy that stands out from the bland world of competition.
Henk has demonstrated his marketing expertise in different industries and companies. Some of the most notable brands that Henk has worked with include Hootsuite, Thinkific, Salesforce, and Arist.
Moreover, Henk also helped launch the Proudly South African campaign for then-President Nelson Mandela.
At Deep Origin, Henk spearheads the company’s marketing efforts to unlock life sciences and empower scientists to do the things that only they can do.
Check out Henk Campher's thoughts on content marketing
When it comes to creating engagement using marketing, Henk shares:
"It's like dating - start by listening. Show an actual interest - don't fake it. Talk about them and their problems - don't force your solutions. And go a little crazy as no one likes boring on a first date."
He also shares about how to keep your brand fresh over time:
"I set aside 10-20% of resources (money, time, headspace) to only think of disrupting what we are already doing. Use the Nando's Peri-o-meter to treat anything we come up with as bland and dial it up four times until we get to hot."
Henk also explains how marketing can support sales:
"IIt's more than simply support. It is about building a single go-to-market motion. One smooth flow from product to marketing to sales to customer success. It's more than simply managing leads - it's about standing out in bland world. And the end of boring AF pitches."
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