Samenvatting

This research paper contains improvements for Jilster B.V.’s marketing communication. Jilster is
losing out on revenue opportunties because visitors to their websites’ don’t understand what
Jilster is for, and this may be due to the current marketing communication methods.
Jilster has had some success with word of mouth marketing in the past,and is looking for ways to
increase their customer communication by improving the customer journey for target groups of
differing cultures. Due to the nature of the past successes, the methods explored in this research
paper are storybranding, and storytelling marketing, since these methods are effective at
increasing word of mouth marketing.