The Dominant Paradigm: Business Metrics and Operational Thinking in Segmentation In segmentation, there is rarely a clear “right” or “wrong.” Instead, segmentations are more or less useful depending on how effectively they help achieve business objectives. And those objectives are typically framed in familiar, measurable terms: growth, revenue, market share, or profitability. When defining success—and even more so when proving it — organisations tend to fall back on tangible

London, 20 May 2026 - DVJ Insights welcomes Nicola Ball as consultant in the UK, further strengthening its shopper and innovation expertise and supporting continued growth in the region. Nicola brings more than 20 years of experience in shopper research and consultancy. She started her career at Kantar Worldpanel before moving to Australia, where she held shopper and customer insight roles at Colgate-Palmolive and Lion. Most recently, Nicola worked at IGD, where she provide

Over the past decade, brand growth has become increasingly grounded in data, evidence, and structured decision-making. In this conversation, Alexander Dedovets, responsible for Marketing Effectiveness at Cloetta, a leading confectionery company in Northern Europe and home to some of the strongest brands on the market, shares how the company approaches growth through a clear focus on penetration, product quality, and evidence-based marketing. From prioritising “superbrands” an

In a category as complex and high-stakes as higher education, brand growth is no longer just about filling seats. It is about building trust, authority, and long-term relevance in a market where decision-making is increasingly fragmented, emotional, and influenced by a multitude of touchpoints. Ana Marín, Marketing Manager at Universidad Europea, sits at the centre of this transformation. Responsible for driving growth across strategic verticals within one of Spain’s larges

In a category where products are largely interchangeable and differentiation is difficult to sustain, brand becomes the primary growth lever. In this conversation, Teresa Hedlund, Head of Marketing at Telenor Sweden, shares how the company is navigating growth in a highly competitive telecom market. From driving consideration in a low-interest category to sharpening brand distinctiveness and adapting to changing consumer behaviour, she explains why consistency, reach, and str

Over the past two decades, few marketers have had the opportunity to build brands entirely from scratch, let alone do it twice in highly competitive categories. Oscar Santamaria, former CMO of Vueling and Iryo and now a board member of the Spanish Marketing Association, has done exactly that. In this conversation, he reflects on what it truly takes to grow a brand from zero, why marketing must be seen as a business investment, and how experience, data, and AI are reshaping th

What does it take to grow brands in a category where science, regulation and consumer behaviour intersect? For Jen Whyte, Front End Innovation Insights Director, and Shafik Saba, Global Lead for Innovation Capability at Haleon, the answer lies in a careful balance: combining FMCG-style brand building with scientific rigour, while building innovation capability through a more structured and consistent way of working. In this conversation, Jen and Shafik share how Haleon appr

In a marketing world shaped by fragmented media, growing pressure on short-term results and an endless stream of new tools, it can be tempting to believe that brand growth has become more complicated than ever. For Rik Keessen, Brand Tailor at Mountain, the opposite is often true. While the context has changed, the foundations of growth remain strikingly consistent. Brands still grow by reaching more people, being easy to recognise, and showing up consistently over time. From

At Achmea, brand growth is not just about standing out. For Madelon van Dijck-Scholte, Senior Manager Brand & Communication, it starts with being genuinely relevant in people’s lives. That means connecting brand purpose to customer relevance, building trust through meaningful themes, and making sure that societal impact also supports business growth. Brand Growth Starts with Relevance For Madelon, brand growth begins with a simple but demanding question: how do you stay truly

Utrecht, 5 May 2026 - DVJ Insights welcomes Jantine Cornel and Stefanie Pooyé as consultants in the Netherlands, further strengthening its local consultancy team and supporting continued growth in the region. Jantine brings over 10 years of experience in marketing research. She started her career at MetrixLab (now Toluna) as a researcher and, after around seven years, moved into a commercial role as Client Director. Throughout her career, she has developed a strong affinity f

In an increasingly competitive and digital-first insurance landscape, growth requires more than just strong branding or sharp performance marketing alone. In this conversation, Ron Adams, Tribe Lead Marketing & Sales at Allianz Direct, shares how the company approaches brand growth through a combination of data, agility, and customer-centric innovation. From building visibility in a crowded online environment to redefining the role of brand in an AI-driven world, Ron explains

In an industry shaped by uncertainty and rapid transformation, the role of brand building in insurance is being redefined. In this conversation, Rubén Gallardo, Marketing Director at Mapfre, shares his perspective on driving brand growth within Spain’s leading insurance company. With over eight years at Mapfre and recently stepping into a role that unifies digital and traditional marketing, Rubén reflects on how the organisation is evolving its positioning, capabilities, and

As DVJ Insights celebrates its tenth anniversary of Brand Growth, this special edition takes a step beyond the practitioner perspective and into academia. In conversation with Dennis Herhausen, Professor of Marketing and Head of the Marketing Department at Vrije Universiteit Amsterdam, one thing becomes clear: while marketing tools and technologies evolve rapidly, the fundamentals of growth remain strikingly consistent, yet increasingly complex. Dennis brings a strategic an

København, 30. april 2026 – DVJ Insights byder Lars Brix Bendtsen velkommen som Client Consultant i Danmark, og styrker dermed virksomhedens lokale konsulentteam yderligere og understøtter den fortsatte vækst i Norden. Lars har næsten 20 års erfaring inden for insights, markedsanalyse og forretningsudvikling. Han startede sin karriere hos et GroupM-mediebureau og har siden arbejdet som partner hos Communication Research samt som selvstændig konsulent hos Loyalty House. Deru

“What we sell is only a good feeling.” That is how Saskia Divendal, Manager Brand & Marketing at the Netherlands Red Cross, describes the challenge of driving growth in a category where trust, emotion and reputation matter at least as much as visibility or conversion. In this Brand Growth Interview, she explains what that means in practice, from positioning and KPI management to creative choices that help the brand stay both credible and effective. When Your Brand Is The Pr

In a recent article, I argued that there is no such thing as a “right” or “wrong” segmentation — only those that are more or less useful for marketing. That point is worth reiterating. Because it leads to a second, equally important conclusion: There is no single best way to segment a market. The right segmentation depends entirely on the decisions it is meant to inform. Or, put differently: segmentation is not a model. It is a tool. And like any tool, its value lies in how w

In an era where retail is increasingly defined by omnichannel complexity, the instinct is often to expand: more channels, more touchpoints, more innovation. Yet according to Els Breugelmans, Full Professor at KU Leuven and expert in retail and consumer behaviour, this is not where true growth is found. Instead, the real driver of success is much more fundamental. Retailers grow not by doing more, but by doing what matters most for the customer. Reflecting on her research, Els

When Maaike Maagdenberg joined Go-Tan as Marketing Director, she stepped into a business already enjoying remarkable momentum. The Dutch family-owned brand had achieved strong double-digit growth in recent years, not through heavy marketing investment or sophisticated data systems, but through instinct, speed, and a deep connection to emerging food trends. Now, as Go-Tan sets its sights on further European expansion, Maaike’s challenge is clear: to build on that entrepreneuri

Madrid, 21 April 2026 , - DVJ Insights welcomes Ariane Längsfeld as a client consultant in Spain, further strengthening its local consultancy team and supporting continued growth in the region. Ariane brings more than 15 years of experience in market research. She has previously held roles at Kantar Insights, MetrixLab, EssenceMediacom and WPP Media, where she supported clients in translating consumer understanding into informed strategic decisions in dynamic and evolving env

The Uncomfortable Truth: A Great Product Is Not Enough There is a widely held belief in product development: if you carefully craft a product – optimise its features, sharpen its proposition, fine-tune pricing and packaging – you are setting yourself up for success. And to a certain extent, that’s true. Robust product development processes –rooted in consumer insights, concept testing, iterative design optimisation, etc. – are indeed a necessary condition for success. They ma