Fons Van Dyck has led Think BBDO for over 15 years. Think BBDO is part of the worldwide BBDO communication group in Brussels. Fons advises brands and organisations (including not-for-profit and government) on brand and communication strategies, positioning, branding & re-branding, corporate reputation, stakeholder management, crisis communication and city marketing.
Fons teaches Brand Strategy and Marketing Communication at Vrije Universiteit Brussel. He approaches these disciplines with a sense for critical reflection in an area where economics and society meet.
Fons is also a successful author. In 2008, his book ‘Het merk mens: consumenten grijpen de macht’ (The Brand of Humankind: Consumers Are Seizing Power) was awarded the PIM prize for the most innovative marketing book in the Netherlands. In 2009, he also wrote ‘De kracht van wit’ (The Power of White) about the impact of the financial crisis on consumer behaviour and brands. In ‘Reclame: dood of levend’ (2013) he investigates the future of advertising in the digital age. The book was also published in English as ‘Advertising Transformed: The New Rules for the Digital Age’ (2014) and was translated into Turkish and Thai.
Fons’ latest work, ‘The Immortal Company’ (2019), examines how companies and their brands can achieve long-term survival in disruptive times. The book translates the 40-year success story of Apple into universal principles for all businesses and organisations and allows top entrepreneurs from Belgium and the Netherlands to give the reader an exclusive insight into their success formula. Technology guru and author Peter Hinssen previewed the manuscript and has already described it as a masterpiece.
Fons gained extensive professional experience in political marketing and communication from 1991 to 1996. He was one of the pioneers of start-up telecom company Telenet and was Communications Director for the iconic Telenet brand from 1996 to 2001.
Fons holds a doctorate in Media and Communication Studies from Vrije Universiteit Brussel (2016). His doctoral thesis ‘The longevity of brands’ examines the conditions brands have to meet in order to survive in the long term. It also discusses the history of the Apple brand in this respect in great detail.
Fons completed his Master’s degree in Political and Social Science at KU Leuven in 1981.
In 2009 he was elected ‘Master Marketer’ by the Belgian Marketing Foundation, the predecessor of the Belgian Association of Marketing. He is a very popular speaker on topics such as brands, strategy, media and communication in the media and for organisations in the profit and not-for-profit sectors.