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 worldwide. Over the last 15 years, Yorkshire Tea has risen from fourth to first place in the UK black tea market in both value and volume market share. This achievement reflects not only the consistent quality of the product but also the brand’s bold and memorable marketing, most notably the award-winning “Where Everything’s Done Proper” ca

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