DVJ Research Group

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 carefully balanced over...

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 for quality,...

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, Fiona shares her...