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

Brand growth is often seen as a mix of strong marketing, innovation, and consumer engagement. However, according to Sunita Sharman, Head of Business Intelligence UK & Ireland at Ferrero, execution plays an equally critical role. Distribution, in-store visibility, and last-mile execution can determine whether a brand thrives or disappears.   In this interview, Sunita shares her insights on the fundamentals of brand growth, the role of innovation, and how AI is shaping the futu

When everyone already knows your brand, the challenge is no longer awareness; it’s affection. For Hanneke Berghoef, Head of Marketing at Audax Retail, the company behind Bruna and Read Shop, brand growth starts with building an emotional connection. In this interview, she shares how Bruna is working to evolve from a “cold” brand into one that people love, despite limited budgets, legacy store formats, and the changing dynamics of retail media. From Well-Known To Well-Loved Fe

What does it take to grow a brand in a category dominated by private labels, shifting consumer habits, and ever-increasing commercial pressure? For Jeroen Stirnberg, Marketing Director at GranFood, the answer lies in disciplined decision-making, sharp consumer relevance, and unwavering strategic clarity, not in flashy campaigns or chasing trends. In this conversation, Jeroen shares how Grand’Italia, the Netherlands’ leading pasta and sauce brand, navigates brand growth throug

Taylors of Harrogate, the family-owned company behind the UK’s number one tea brand, Yorkshire Tea, sells tea and coffee in 50 countries...

Managing hundreds of SKUs with a lean team might sound like a logistical nightmare to some, but for Aleks Fiege, Marketing Director at...

“Travel retail is a dynamic, fast-growing industry, and still thrives on relationships and visibility,” says Berend-Jan van Egmond, Head of Global Travel Retail at Cloetta. In a sector where traditional shopper data is limited and buying behaviours differ from domestic retail, Cloetta has managed to carve out a path to growth through clarity of purpose, in-store innovation, and a sharp focus on understanding the mindset of the modern traveller. At the heart of this strategy i

In the advertising world, the role of creativity is both celebrated and scrutinised. With budgets under pressure, channels multiplying,...