Brand is one of the few assets that touches every part of our business. It influences pricing power, shapes media effectiveness, determines whether distribution drives sales, and even impacts talent and investor confidence. Brand is not a department. It is a multiplier. In our Brand Growth (BG) study, where we interview around 2,000 marketers each year, one theme keeps resurfacing: the increasing need to demonstrate marketing efficiency and profitability. Marketing is no long

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

Many organisations now operate with multiple software development models. One model follows a traditional engineering structure focused on stability, formal validation, and controlled releases. Another model uses AI-native workflows integrated into development environments, where generative systems assist or even lead coding tasks. Both models use the term done  to describe completion, but the meaning varies significantly. The difference arises from when uncertainty is absorb

Too Many Excuses - The Uncomfortable Truth About Human Behaviour How many New Year’s resolutions — exercising more, drinking less, socialising more — actually survive beyond the first few weeks? How often do we genuinely follow through on what we confidently promise ourselves or others, such as “I’ll sort out the tax return next week”? More often than we care to admit, well-intended or rationally necessary actions are postponed, diluted or abandoned altogether. Distractions a

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

Blog post based on the master's thesis of Giulia Cini

Blog post based on the master's thesis of Martina Sabba

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

This week, we received our fourth FD Gazellen International, recognising our continued international growth. The award is given to companies that not only qualify as a regular FD Gazellen, but also demonstrate strong growth outside their home market. Each year, around 700 companies receive an FD Gazelle, recognising the fastest-growing businesses in the Netherlands. Of these, only about 10% are awarded the FD Gazellen International. We are proud to once again be part of this

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

For a brief moment, chat felt like the natural endpoint of human–AI interaction. It was intuitive, flexible, and forgiving. You asked a question, the system responded, and you decided what to do with the answer. As long as AI remained an instrument for producing text, chat worked remarkably well. That logic breaks down the moment AI stops responding and starts acting. Once an AI system is capable of changing records, triggering workflows, deploying code, or modifying producti

When Advertising Consistency Kills Curiosity Distinctive Brand Assets (DBAs) have become the go-to tactic for many marketers. And rightly so. The theory is sound: use consistent, recognisable cues like colours, logos, sounds and characters to help people quickly identify your brand in a cluttered media world. The Ehrenberg-Bass Institute has made a strong case, and brands have listened. Recognition drives recall, and recall is a prerequisite for effectiveness.

For three decades, Línea Directa has stood out in Spain as a brand that dares to do things differently. Founded as the country’s first direct-to-consumer insurance company, it built its reputation on disruption, clarity and an unshakeable belief in the power of marketing. Today, under the leadership of Antonio Valor, Global Marketing Director, this spirit remains very much alive. During our conversation, one theme consistently emerged: Línea Directa grows because it never sto

The Advantages Of Survey Data — Why ''More Data'' Is Not The Answer We live in an age of data abundance. Sales figures, loyalty data, clickstreams, social media metrics, and behavioural tracking are available in unprecedented volume and speed. Against this backdrop, a seemingly reasonable question arises: why capture yet more data through surveys to guide marketing decisions?

Madrid, 5 February 2026 – DVJ Insights continues to strengthen its local presence in Spain with the appointment of Erika Mijares Márquez as Client Consultant. Erika will be based in Madrid and will work closely with DVJ’s local and international teams to support clients with insight-driven growth strategies rooted in a deep understanding of the Spanish market. Erika brings more than 15 years of experience in consumer and market insights across FMCG, QSR and retail, combining

Stockholm, 30 January 2026 – DVJ Insights strengthens its European presence with the establishment of a Stockholm office and the appointment of senior Client Consultant Peter Rosin. This step marks a further expansion of DVJ’s European network and underlines the company’s long-term commitment to the Nordic region. With Stockholm as an important hub for Nordic brands and decision-makers, DVJ Insights continues to invest in being physically present in the markets it serves. The

London, 29 January 2026  - DVJ Insights is delighted to announce that Lucy Burnham has joined the company as the latest Client Consultant in the UK, as of 1 January 2026. Lucy brings with her more than 20 years of market research agency experience across brand, communications and strategic consultancy. Lucy started her career at Kantar Worldpanel, where she spent her first decade working with shopper data and consumer behaviour insights. She then moved into brand and communic

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

“Did the campaign move the needle?” It’s the first question I’m asked when we present campaign results. Rightly so, if you’re spending millions on advertising, you want to know whether it’s working. But in all the excitement about impact on the brand, whether awareness, consideration, preference or otherwise, we often skip the first fundamental question:

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