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

Ferrero is one of the world’s largest sweet packaged food companies, with iconic brands such as Nutella, Kinder, Tic Tac and Ferrero Rocher enjoyed in more than 170 countries. Fabrizio Testa, Senior Insights Manager at Ferrero UK & Ireland, has spent over eleven years working across different markets and roles within the company, from testing new products directly in-market to leading consumer and shopper insights. In this conversation, he shares his perspective on what truly

Fernando Cobos leads Consumer Insights, Growth Planning and Digital Insights at Essity, a global hygiene and health company operating across both consumer and professional markets. In this conversation, he shares how Essity approaches brand growth through a structured global framework that combines data, investment discipline, and local market flexibility. From managing penetration and product mix to navigating growth in commoditised categories, Fernando explains why consiste

Brand growth is one of marketing’s most talked-about ambitions, and one of its least clearly defined concepts. Ask ten marketers how to achieve it, and you will likely hear ten different answers. Ask academia, and the answer becomes even more nuanced. In a conversation with Tammo Bijmolt, Professor of Marketing Research at the University of Groningen, one thing becomes clear: brand growth is not a single lever to pull, but a system of interconnected forces that must be carefu

Lantmännen is an agricultural cooperative and Northern Europe’s leader in agriculture, machinery, bioenergy and food. The group is owned by 17,000 Swedish farmers and is operating across the whole value chain, “from field to fork”, with a portfolio of well-known product brands within food such as Scan, AXA, Vaasan and Kungsörnen. Yet the Lantmännen brand itself does not sell products directly to consumers. Instead, the brand functions as a powerful endorser brand; a guarantor

In this conversation, Fiona Naughton, Chief Marketing Officer at CoinZoom, reflects on how brand growth has evolved across her career in technology-led businesses including PayPal and Robinhood. At CoinZoom, a regulated digital currency exchange and fintech platform operating across nearly 169 countries, Fiona focuses on bridging the gap between crypto and everyday financial behaviour. Drawing on decades of experience across mobile technology, gaming and financial services, F

BUUT is a newly launched Dutch neobank focused on teenagers and, soon, young adults. Built from scratch by the makers of Tikkie and backed by ABN AMRO, the brand has a bold ambition: to build the strongest financial generation ever. We spoke to Sanne van Kuijk-Evertse, Head of Growth at BUUT, about purpose-driven brand building, native content, and why financial brands need 13 touchpoints before conversion. Purpose Embedded in the DNA For Sanne, brand growth begins long befor

With over 25 years of experience in commercial and marketing roles at companies such as Unilever, Grolsch, and now Asahi, Ard Bossema, General Manager EMEA & Latin America, has seen the marketing landscape evolve dramatically. Yet despite the changing tools and technologies, the fundamental drivers of growth remain remarkably consistent. In this conversation, he shares how Asahi approaches brand growth through a clear framework, how the beer category is adapting to shifting c

In banking, growth is never just about campaigns. It is shaped by reputation, regulation, trust and public opinions. For Tanja Bom, Head of Marketing Communications at ABN AMRO, brand growth starts with one clear metric, brand consideration, but achieving it requires much more than communication. It demands emotional creativity, disciplined data use, organisational alignment and, above all, living up to what you promise. In this conversation, she reflects on the realities of

Valerie van Schaick, Chief Marketing Officer at Alpine Hearing Protection, leads the global brand strategy for one of Europe’s fastest-growing companies in the hearing protection category. From sleeping better at night to protecting hearing at festivals or on motorcycles, Alpine develops solutions for moments when sound becomes a challenge. In this conversation, Valerie shares how the company drives rapid international growth through a combination of problem awareness, fast e

With more than seven million customers per week and 125,000 employees across its stores, Albert Heijn operates at a scale few retailers can match. But scale alone does not guarantee growth. In a category where consumers can switch supermarkets every single week, growth must be earned continuously. For Johan van der Zanden, Chief Marketing Officer and member of the executive board at Albert Heijn, brand growth is not about a single lever. It is about orchestrating a system and

In retail, the moment of truth is often described as the instant a consumer decides whether or not to buy. In pharmacy, however, that moment is fundamentally different — and more complex. According to Alba Labarca León, Head of Pharmacy Division at Avizor and former Colgate-Palmolive leader with more than 22 years of experience, brands do not win or lose at the shelf alone. They win, or disappear, through recommendation, availability and focus. A Dual Moment of Truth in Pharm

Signify is the world leader in lighting, shaping the way people, cities and businesses experience light. María López, Global Brand Marketing and Audience Manager at Signify, sits at the crossroads of brand strategy, consumer understanding and cross-functional collaboration. In this interview, she discusses the accelerating pace of innovation, the growing influence of AI, and the integration of sustainability into every stage of development. Innovation as a Value Driver, and a

After more than two decades working in media, Alberto Morente has seen the advertising industry evolve from a world dominated by GRPs and fixed media plans into a fragmented, fast-moving ecosystem where attention is scarce, and certainty is rare. His experience spans traditional TV advertising, interactive formats, connected TV and experimental brand initiatives, giving him a unique vantage point on what really drives brand growth today. Engineer Memory, Not Just Impressions

For many organisations, brand growth is still closely linked to visibility, differentiation and creative impact. But what if growth does not start with what brands say, but with what people actually do? For Willemijn Sterk, Adjunct Director at Behaviour Club, that distinction is crucial. From road safety to waste reduction and public space behaviour, her work focuses on one fundamental question: how do you design interventions that genuinely change behaviour – and what can br

Durante tres décadas, Línea Directa se ha destacado en España como una marca que se atreve a hacer las cosas de manera diferente. Fundada como la primera aseguradora de venta directa del país, construyó su reputación sobre la disrupción, la claridad y una firme creencia en el poder del marketing. Hoy, bajo el liderazgo de Antonio Valor, Director Global de Marketing, ese espíritu sigue muy presente. A lo largo de nuestra conversación, un tema emergió de manera constante: Línea

How do you grow a brand in today’s fragmented media world? For Femke Hendriks, Business Development and Advertising Strategist at both NS Advertising and Insiders, the answer lies in connecting with audiences in meaningful moments. From travellers in the train to long-term destination branding, she sees firsthand how new channels, fresh ideas, and strong evidence of effect can make the difference. A New Channel For Advertisers For many brands, trains are more than just a way

For Boudewijn van der Kroft, Managing Director at TerraSana, growth isn’t about chasing the next big thing but about staying true to purpose. The Dutch organic brand has built its success on pure ingredients, honest production, and sustainable choices. In this interview, Boudewijn shares how integrity, focus, and collaboration drive innovation and brand growth at TerraSana. Purpose Before Performance For Boudewijn, growth is not about chasing numbers but about staying true to

With a mission to make the alcohol-free world “more beautiful, better, and sexier,” World of Nix is redefining what it means to raise a glass. Founded nearly five years ago by Frederike de Groot and Wim Boekema, the Amsterdam-based brand offers a curated range of premium non-alcoholic wines, spirits, and elixirs. In this interview, Frederike shares how World of Nix is growing a movement built on taste, authenticity, and the long-term challenge of changing habits, not just mar

Growth in personal care does not happen by chance. It requires a balance between building on what is already strong and daring to try what is new. For Laurens-Jan Duvigneau, General Manager Beauty & Wellbeing Benelux at Unilever, this means balancing a solid core focus with the agility to innovate and explore new media approaches. In this article, he shares how Unilever Personal Care is reshaping its growth strategy — from protecting the core to embracing a social-first minds