DVJ Research Group

In a category where products are largely interchangeable and differentiation is difficult to sustain, brand becomes the primary growth lever. In this conversation, Teresa Hedlund, Head of Marketing at Telenor Sweden, shares how the company is navigating growth in a highly competitive telecom market. From driving consideration in a low-interest category to sharpening brand distinctiveness and adapting to changing consumer behaviour, she explains why consistency, reach, and strategic focus are...

Over the past two decades, few marketers have had the opportunity to build brands entirely from scratch, let alone do it twice in highly competitive categories. Oscar Santamaria, former CMO of Vueling and Iryo and now a board member of the Spanish Marketing Association, has done exactly that. In this conversation, he reflects on what it truly takes to grow a brand from zero, why marketing must be seen as a business investment, and how experience, data, and AI are reshaping the rules of brand...

What does it take to grow brands in a category where science, regulation and consumer behaviour intersect? For Jen Whyte, Front End Innovation Insights Director, and Shafik Saba, Global Lead for Innovation Capability at Haleon, the answer lies in a careful balance: combining FMCG-style brand building with scientific rigour, while building innovation capability through a more structured and consistent way of working. In this conversation, Jen and Shafik share how Haleon approaches brand...