DVJ Research Group

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 largest private...

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 strategic focus are...

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 the rules of brand...