In the ever-evolving landscape of brand building, the secret to standing out is not just about having a high Intelligence Quotient (IQ) or Emotional Quotient (EQ) but integrating these with a crucial third element: the Networking Quotient (NQ). This approach has been pivotal in the creation and rise of the House of Communication Benelux, a venture I co-founded a decade ago, starting from scratch in the mature, competitive communication agency market in Brussels and Amsterdam.

Before embarking on this entrepreneurial journey, my career as a Chief Marketing Officer at a Belgian bank-insurance company honed my marketing acumen, embedding the essence of strategic brand building deep within my DNA. Launching an advertising company in such a saturated market was a formidable challenge yet thrilling. Facing international giants, the question loomed large: how do we carve out a unique space in the minds and hearts of top advertisers?

The answer lay in a comprehensive conversion funnel strategy, from brand awareness to brand preference, through brand comprehension. Three marketing priorities emerged as cornerstones for success: maintaining a rich, up-to-date database; engaging in relentless public relations, including digital channels; and consistently delivering exceptional brand experiences to our B2B audience, but in a modern way and this is where the NQ allows you to differentiate yourself.

Inspiration came from the Serviceplan Group, renowned for its innovative event formats over 50 years in Germany, designed to engage and enlighten marketers. We adopted three of their hallmark events for our market: Best Brands (the only award based on a consumer study and not on the subjective opinion of a jury), unMISSable (a tailor-made inspiration and networking event for a top female elite) and the CMO Council (a platform for qualitative exchange made available to the best CMOs).

Reaching local consumers - Palion’s concert in ING City

In February 2023, ING Bank in Poland launched the second season of ING City on Roblox. Players could interact within the game, undertaking various role-play tasks aimed at increasing awareness of cyber threats and promoting the ING banking account for teenagers. To kick off the game's release, the bank hosted the first Roblox concert in Poland, featuring the popular Polish YouTuber Palion. The event attracted around 200,000 players, with a peak of over 55,000 active participants in the game. The campaign earned various accolades, including the prestigious recognition of two Effie Awards.

IQ, EQ – and now NQ

The mid-1990s introduced us to the concept that EQ might be as critical as IQ for personal and marketing success. Today, we go a step further, emphasizing the importance of NQ or relationship intelligence. This concept is about building and maintaining strong connections, a vital skill in today's fast-paced business world, especially for B2B brands.

People and brands with high NQ maintain diverse interests and friendships, effortlessly connecting across various societal and digital platforms. Conversely, those with low NQ often struggle with relationship management, leading to confrontational behaviors, distrust, and stress—hardly the traits of a successful individual or brand.

High NQ individuals see themselves and others as equals, striving for meaningful, mutually beneficial relationships. In a digital era, enhancing your NQ, along with IQ and EQ, is crucial for personal branding and corporate value creation.

Thus, the branding experience championed by Serviceplan Group through its events underscores the synergy of IQ, EQ, and NQ. By fostering quality interactions within a community, we not only elevate our reputation but also pave the way for sustained, positive brand engagement. In a digital world, mastering the three Qs of intelligence can create unparalleled value for both individuals and their businesses.

Customer Engagement

Adding to the narrative of unlocking brand power through the integration of IQ, EQ, and NQ, the significance of this triad becomes even more apparent when examining the transformative impact it has on brand storytelling and customer engagement. In an era where consumers are bombarded with countless marketing messages, the ability to weave a compelling narrative that resonates on an intellectual, emotional, and social level is what sets a brand apart. This storytelling prowess, powered by a deep understanding of IQ, EQ, and NQ, enables brands to connect with their audience in a meaningful way, fostering loyalty and advocacy.

Our House of Communication leveraged this approach by creating campaigns that not only informed and educated but also emotionally engaged and built communities around brands. By tapping into the collective intelligence of IQ (knowing what to communicate), EQ (understanding how it affects the audience), and NQ (knowing who to connect with and where), we crafted messages that resonated deeply with our target audiences. This strategic alignment of the three Qs transformed our approach to brand communication, making it not just a broadcast of information but a dialogue that enriches relationships between brands and their communities.

Furthermore, this holistic view of intelligence in branding emphasizes the importance of adaptability and continuous learning. As markets evolve, so do the ways in which we can effectively utilize IQ, EQ, and NQ to maintain a competitive edge. It challenges brands to be more agile, empathetic, and connected than ever before, pushing the boundaries of traditional B2B marketing to embrace a more integrated, human-centric approach. Thus, mastering the balance between these three elements is not just beneficial but essential for any brand looking to thrive in the dynamic landscape of modern marketing.

Author: Nancy Delhalle, CMO of the House of Communication Benelux

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