What does it take to grow a brand in a category dominated by private labels, shifting consumer habits, and ever-increasing commercial pressure? For Jeroen Stirnberg, Marketing Director at GranFood, the answer lies in disciplined decision-making, sharp consumer relevance, and unwavering strategic clarity, not in flashy campaigns or chasing trends. In this conversation, Jeroen shares how Grand’Italia, the Netherlands’ leading pasta and sauce brand, navigates brand growth throug

Brand activation is evolving, shifting from short-term sales drivers to essential tools for long-term brand growth. In this interview, we speak with Sanne Demir, Communication & Behavioural Strategist at De Combinatie van Factoren (DCVF), a Dutch activation agency known for combining creativity, behavioural science and retail design into impactful brand experiences. From developing concepts to 3D retail design and production, DCVF helps brands bring their strategies to life w

Mikael Olsson, CEO at Ridgeback Business Development, is a prominent entrepreneur and strategist, renowned for his work in business development, brand- and concept strategy. He joined Ridgeback Business Development nearly two decades ago and has since played a pivotal role in building the company alongside its founder, Ulf Dahlin. Ridgeback Business Development, a Swedish company established in 2007, excels in holistic business development by partnering with owner-led compani

In today’s market research landscape, attending a conference without encountering a presentation on AI is akin to embarking on a quest...

The importance of setting prices optimally has evolved into a discipline applying advanced methods and solutions. The importance of...

“Is our commercial experiencing wear-out?” is a question I come across often. The threat of wear-out is something that concerns...

Client’s challenge The retail landscape is changing rapidly. Providers are disappearing and at the same time more and more online...

Client's challenge Every brand wants to increase its turnover and grow its brand. But how do you find the KPI to focus on? Which KPI...

Client's challenge One of our clients is very successful within a specific subcategory. This subcategory makes up 50% of the total...