Random bits and pieces of perceived marketing- and brand building wisdom, collected over a number of years in CPG and tech industries, Europe and America, operational and strategic roles. Mostly fun. Ask me anything.
Work
Business success, arguably, roots in a basic rule of three: Brands connect Products with People. The most successful companies in the world make it a mission to not simply consider, but to excel in all three domains. Over the years, I’ve been lucky enough to work with, and learn from some of the most accomplished professionals and thought-leaders in these domains. All of the work shown here is the sum-product of many brilliant minds at work, brought together through shared passion and expertise, diligent collaboration, and a bold vision to go after. The best work emerges in service of people, the products they need and love, and the brands they trust to deliver them.
People
Everything starts with people. Great companies and leaders make it a habit to continuously and deeply understand people, and emphasize with their evolving needs, attitudes and behaviors. This cannot stop with customers, but must translate into skills building for employees and partners, and other stakeholders. And it has to feed back into strategy design and of course product development.
Products
Superior people understanding is a prerequisite for delivering exceptional digital or physical products, services or entire ecosystem experiences. Yet, meeting people’s needs or wants often doesn’t start or stop with a product or service delivery. Great companies and leaders carefully consider a number of customer journey stages preceding and following purchase (and even usage).
Brands
A brand is the sum of all perceptions about a company, product or service. Great leaders build brands beyond reaching the right people with the right message, when and where they are receptive. Connecting people with products means delivering the brand promise coherently, across the end-to-end experience — from marketing inspiration to customer service, and return/recycling.
Brands
Works include the complete modernization of a $40bn brand, global cross-channel marketing campaigns, a complete ground-up development of a small NGO brand, and more…
Products
Works include “tools over rules” digital brand guidelines experiences, CPG product- and packaging development, process management workflow tools, and more…
People
Works include full-scale regional marketing academy curriculum, brand positioning guest lectures at INSEAD, #artsci presentation at MIAMI AD SCHOOL, and more…