Building Brands In A World Of Noise: Why Time, Engagement And Courage Matter

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 strategic thinking, content creation, and data-driven marketing to help brands grow in an increasingly fragmented media landscape.

In this conversation, he shares a clear and sometimes critical perspective on what truly drives brand growth today. Moving beyond traditional metrics and short-term tactics, Bjørn argues that brands need to rethink how they measure success, how they engage audiences, and how they navigate a world shaped by AI and content overload.

From Awareness to Engagement: Rethinking Brand KPIs

When discussing brand growth, many organisations still default to familiar metrics such as awareness, recall, and consideration. While Bjørn acknowledges their relevance, he believes they only tell part of the story. The real question, he argues, is what actually drives those metrics in the first place.

For him, one KPI stands out above the rest: share of time. “If perception is to be formed, you need time to say something meaningful,” he explains. In a media landscape dominated by short formats and constant interruptions, the brands that win are those that manage to hold attention for longer.

Closely linked to this is engagement, which Bjørn considers the most important, yet often misunderstood, indicator of brand strength. “There’s a huge difference between choosing something and being force-fed something,” he says. This distinction is particularly evident when comparing channels like podcasts to traditional advertising environments. Where passive exposure may generate impressions, active choice creates real connection.

“There’s a huge difference between choosing something and being force-fed something.”

The Illusion of Metrics and the Limits of Data

Despite the industry’s increasing reliance on data, Bjørn is cautious about how metrics are used in practice. Too often, he argues, numbers are treated as definitive proof rather than as inputs for better thinking.

“Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital. The point is not that data is unimportant, but that it can easily be misinterpreted or used to justify pre-existing decisions.

This becomes particularly problematic when metrics such as impressions are elevated to the status of success indicators. “You can’t look at an impression in isolation and say that it builds your brand,” Bjørn explains. Being seen once is not the same as being remembered, and it certainly does not guarantee meaningful impact.

Instead, he points back to the fundamentals: brands grow when they create something that resonates, something people remember, and something that stands out in a crowded landscape.

“You can’t look at an impression in isolation and say that it builds your brand.”

Creating Impact in a Fragmented Media Landscape

The challenge of standing out has become significantly more complex. Where brands once relied on mass-reach channels like television, today’s media environment is highly fragmented, requiring a fundamentally different approach. For Bjørn, this means moving away from one-size-fits-all campaigns and towards content tailored to each specific channel. “You can’t just copy-paste across platforms,” he says. What works on LinkedIn will not work on Reddit, just as a TV ad cannot simply be repurposed for a podcast.

This shift places greater demands on marketers, not just in execution but in thinking. The key is no longer to produce more content, but to create the right content for the right context—content that feels native to the platform and relevant to the audience.

AI, Authenticity and the Future of Trust

As AI becomes increasingly integrated into marketing, Bjørn sees both opportunities and risks. While AI can enhance efficiency and enable new forms of creativity, it also raises important questions around authenticity and trust. “We are heading into a place where trust in brands becomes more and more important,” he explains.

For Bjørn, the danger lies in assuming that technology alone can solve creative challenges. “You can’t just prompt your way to great advertising,” he says. The idea must come first; AI should be used to enhance it, not replace it. He also observes a growing flood of mediocre content, driven by the ease of production. As barriers to creation decrease, the importance of strong ideas and clear brand positioning only increases.

“We are heading into a place where trust in brands becomes more and more important. You can’t just prompt your way to great advertising.”

Brand Building Is a Long-Term Game

If there is one theme that runs consistently through Bjørn’s perspective, it is the importance of long-term thinking. In contrast to the industry’s focus on short-term performance, he emphasises that brand building requires patience, consistency, and investment. “Branding is a long, tough process,” he says. It cannot be treated as an occasional campaign or an afterthought in a marketing plan. Instead, it demands continuous effort over time, building familiarity, trust, and relevance step by step.

This also means avoiding what he calls “random acts of marketing”—disconnected initiatives that lack a clear strategic direction. The brands that succeed are those that take a deliberate, consistent approach, reinforcing their positioning across every touchpoint.

The Role of Courage in Brand Growth

Alongside time and consistency, Bjørn highlights another critical ingredient: courage. In an environment where many brands are hesitant to take risks, he believes that standing for something has never been more important. “It’s very difficult to build a brand if you don’t stand for something,” he says. This requires making clear choices, not only about what to say, but also about who to target.

Rather than trying to appeal to everyone, brands need to define their audience and commit to it fully. “Have the courage to choose your audience, and the courage to deselect the rest,” he explains. By doing so, brands can become truly relevant to a specific group, rather than vaguely present for many.

“It’s very difficult to build a brand if you don’t stand for something. Have the courage to choose your audience, and the courage to deselect the rest.”

Making Media Work Harder

Finally, Bjørn stresses the importance of understanding the true value of different media channels. Not all exposure is equal, and marketers need to think carefully about what they are actually buying.

A low-cost banner may deliver reach, but does it create any meaningful impact? In contrast, a channel where consumers voluntarily spend 20 or 30 minutes, such as a podcast, offers a completely different level of engagement. “Use media channels on their own terms,” he advises. “By respecting the unique strengths of each channel, brands can create more effective and more meaningful interactions.”

“Use media channels on their own terms. By respecting the unique strengths of each channel, brands can create more effective and more meaningful interactions.”

A Shift Back to Fundamentals

Despite the rapid changes in technology and media, Bjørn’s perspective ultimately points back to the fundamentals of marketing. Brand growth is not driven by shortcuts or single metrics, but by a combination of time, engagement, relevance, and courage.

In a world where attention is scarce and trust is fragile, the brands that succeed will be those that invest in meaningful connections, create content that truly resonates, and commit to a clear and consistent strategy over time. Because in the end, being seen is not enough. What matters is being remembered and chosen.