Isabel Verstraete worked both on the corporate side of the fence as on 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. Since 2011 she runs her own strategy consultancy and has been leading strategic assignments in brand strategy, marketing, and product innovation. 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 is a strategic framework for companies and organizations that want to grow in a caring and sustainable way. You can measure how well your organization scores on the Care Principles and there is a whole toolkit to actively become a more caring organization. Want to know more? Get inspired, get going or get educated.