Isabel Verstraete

Isabel Verstraete worked both on the corporate marketing side of the fence as on communication agency side in France, The Netherlands, and her home country Belgium. Her biggest driver in her job has always been the ability to help brands transform to keep up with the many and fast changes in society.

Since 2011 she runs her own strategy consultancy and has been leading strategic assignments in brand strategy, strategic marketing plans, and brand repositioning processes. During the pandemic, she researched why certain companies deal better with a crisis and discovered there is a pattern behind their success. She wrote a book about it called: ‘Does your brand care? Building a better world with the C A R E Principles. The C A R E Principles urges companies to place C A R E for people and the planet at the core of the business strategy.

C A R E also stands for 4 shifts in the way you do business: Collaboration, Agility, Reliability & Empathy.

Applying the C A R E Principles starts internally by taking better C A R E of your employees. The strategic model extends to C A R E for clients, stakeholders, and C A R E for the planet. The C A R E Principles were developed to help companies create a positive impact on people and the planet. Also, to prepare your brand for the new demands and desires of your future customers and/or employees. The C A R E Principles are very simple and can be applied by anyone and any brand, no matter how big or small and in any sector.

Next to being an author and brand strategy expert, Isabel is also a keynote speaker, host of a business podcast in which she invites caring companies. She also gives guest lectures and Masterclasses at universities in the Benelux.