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We had a meeting last week with Dandoy, one of the most iconic company of Brussels and an international symbol of success for Belgium entrepreneurship.

I’m a Dandoy-addict and went to one of their stores last weekend. Back home I realized that their products not only tasted great but we also particularly photogenic. I took some pictures just to realize that one of Dandoy’s cornerstones for success was at my fingertips. Do you see what I mean ?

My take

Dandoy means exclusivity and exclusivity can be translated in many different ways for a consumer. Craftsmanship is one way to convey exclusivity and tradition; look closely at the picture above and you will notice that all biscuits are different. I mean they are VERY different from each other which the consumer associates, from a cognitive viewpoint, to craftsmanship. And indeed Dandoy is all about hand-made biscuits.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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