In a world where artificial intelligence is reshaping industries, international mobility is becoming more complex, and prospective students have more educational options than ever before, business schools face a growing challenge: how do you stay relevant and continue to grow? For Lucy McCulloch, Director of Digital Experience at Hult International Business School, the answer lies in combining a clear brand proposition with constant adaptation. As a globally focused instituti

For Rabobank, brand growth is not about becoming louder or simply more visible. It is about making the bank’s cooperative identity relevant in today’s world. For Chris Kersbergen, Head of Global Brand, and Esther Vernhout, Brand Strategist, that means building from Rabobank’s distinctive DNA: not just being a bank, but a cooperative bank with a role in society. With “Onze Bank” (Our Bank), Rabobank has found a platform that makes this idea simple, recognisable and flexible en

Marketing has gained more tools, more data and more channels than ever before. Yet for Hanna Riberdahl, CEO of Brand Marketing Sweden, the central challenge is not whether marketers can do more, but whether they are creating more value. As the independent trade organisation for Sweden’s marketers, Brand Marketing Sweden works to strengthen the role of marketing, improve effectiveness and support companies in building long-term, profitable growth. In a landscape increasingly s

For Pernella Geluk, innovation only drives brand growth when it starts with relevance and is followed through with discipline, adequate timing and entrepreneurship. As an independent marketing and innovation consultant, she helps food companies turn consumer and customer insight into concrete concepts, successful launches and long-term growth. Working mainly in FMCG food, both on the consumer side and increasingly in B2B, Pernella sees innovation not as a pipeline of new prod

Six years ago, Kia Netherlands stood on the verge of a major brand transformation. Since then, the brand has introduced a new global identity, strengthened its position in electric mobility and became market leader in the Netherlands. For Maaike Aarts, Manager Communications and PR at Kia Netherlands, that growth was not driven by one single factor, but by the ability to bring a global strategy to life locally supported by the right mix of products, a strong dealer network an

In just over a decade, Schysst Käk has grown from a small Swedish start-up founded by brothers Amir and Alex Kheirmand into a fast-growing food company that expects to reach close to SEK 800 million in turnover. Built around the idea of making kebab easy to prepare and enjoy at home, the brand has effectively created its own category, ”Home Kebab”, in Swedish grocery retail. For Alex Kheirmand, Founding Partner and Chief Commercial Officer, the growth has not come from inve

Marketing has never been more complex. Consumers move across countless channels, attention is fragmented, and businesses face constant pressure to deliver short-term results. Yet for Héctor Rivero, Senior Marketing Manager at McDonald's Spain, the fundamentals of brand growth remain remarkably simple: understand people, define a clear message, and stay consistent over time. In this conversation, he shares why marketing should be viewed as a company-wide capability, why shor

What does it take to grow a global brand in today’s complex, fast-moving landscape? For Philip Hambach, who has spent more than 18 years at adidas working at the intersection of brand strategy, insights and data, the answer lies in balance. Balance between global and local, between product and brand, and increasingly, between human judgement and machine intelligence. In this conversation, Philip shares how adidas has evolved its approach to brand growth and how data and AI ar

En solo diez años, Bizum se ha convertido en una parte habitual del comportamiento de pago cotidiano en España. Lo que comenzó como una iniciativa compartida por los bancos españoles para mejorar la experiencia de la banca digital ha evolucionado hasta convertirse en una marca que muchas personas utilizan casi de forma automática. Para Lorena Poza Díaz, responsable de comunicación, marketing y sostenibilidad en Bizum, esa familiaridad es tanto una fortaleza como un desafío. L

En un panorama mediático definido por la fragmentación, la reducción de la capacidad de atención y el rápido cambio tecnológico, las marcas se enfrentan a un reto cada vez mayor: cómo seguir siendo visibles, relevantes y elegidas. Para Fran Ares, CEO y fundador de Glocally, el crecimiento de marca no depende de una única palanca, sino de estar cerca del mercado, entender cómo se comportan los consumidores y ponérselo fácil a la gente para que te elija. A medida que Glocally

For Prasun Bose, Global Director of Insights at Essity, brand growth is no longer just a marketing question, but a systemic one. After more than eight years at the company, working on its flagship incontinence brand TENA, his role has evolved from traditional research into building a fully integrated insights ecosystem. The ambition is clear: to connect consumer understanding, market data, and business performance into a single source of truth that drives real growth. In a ca

Kneipp has been rooted in a clear philosophy for over 135 years. Built on the principles of water, plants, nutrition, movement and balance, the brand has evolved from a traditional bath product into a broader wellbeing proposition. In this conversation, Petra Oonk, Head of Marketing at Kneipp Benelux, shares how the company approaches brand growth through a combination of strong heritage, organisational alignment and continuous relevance in a competitive market. A Strong Ide

Para Beatriz Faustino, el crecimiento de marca comienza con un principio sencillo pero a menudo pasado por alto: el marketing debe estar al servicio del negocio. A partir de su experiencia como Chief Marketing and Digital Officer en destacadas marcas de retail, restauración y estilo de vida como Carrefour, McDonald’s, Burger King, Swatch e Imaginarium, concibe el rol del CMO como un puente estratégico entre el conocimiento del cliente y el crecimiento de negocio. En esta conv

In a market dominated by large players and tight category conventions, standing out is no easy task—especially for a smaller, family-owned company. In this conversation, Nina Hagman, Marketing & Innovation Manager at Herrljunga Drycker, shares how the Swedish beverage company has carved out a distinct position through bold innovation, strong internal alignment, and a willingness to challenge category norms while staying true to its DNA. From Idea to Market: Owning the Full

In today’s rapidly evolving events landscape, traditional venues are being challenged to redefine their role. In this interview, we speak with Tom van Kuyk, Head of Business Innovation at Royal Dutch Jaarbeurs, one of the Netherlands’ leading exhibition and conference organisations. In our conversation, we explore what brand growth means in this context, how live experiences are being redefined, and how innovation is shaping the future of the organisation. From Venue to Desti

Infrastructure is rarely discussed in the context of brand growth. Yet for Jenny Olsson, Marketing Director at the Øresund Bridge, the fundamentals of marketing remain strikingly familiar. In this conversation, she explains how a unique, cross-border connection between Denmark and Sweden is driven not just by traffic, but by brand, behaviour, and the ability to inspire people to travel more. A Different Product, the Same Marketing Fundamentals At first glance, marketing a bri

What makes brands grow? We spoke with Professor Koen Pauwels, who is referred to by Mark Ritson as “the best marketing professor on the planet”. In this conversation, Professor Pauwels shares a clear and practical view on the topic. From positioning and segmentation to data, differentiation and long-term effectiveness, his argument is simple: growth comes from making sharper choices, executing them consistently, and using data to improve decisions rather than just defend them

Bjørn Barfod Vestergaard is a Danish entrepreneur, marketing expert, and media profile, best known for his work within the podcast space and as the host of the business podcast Rollemodellerne (“The role models”). Alongside his podcast, he is the founder and CEO of Amp 99 which is a part of SuperSonic Collective, an AI-driven platform that connects brands with relevant podcasts. With a background spanning companies such as Danske Spil, DSV, and Ekstra Bladet, Bjørn combines s

Artificial intelligence is changing the marketing and creative industries at speed. But for Alistair Robertson, Creative AI Director, its real significance is not that it replaces creativity. It is that it could help brands get back to what has always driven growth: genuine distinctiveness, stronger ideas, and more effective brand building. With experience across FMCG, finance, healthcare and technology, Robertson has seen multiple waves of change in advertising. His perspe

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