Thomas Marzano, Head of Brand Design at Philips
Jun02

Thomas Marzano, Head of Brand Design at Philips

Thomas Marzano is Head of Brand Design at Philips. Earlier he was responsible for Philips’ Online Brand Communications  He is 37 years old  Thomas Marzano was born in Italy and came to the Netherlands as a teenager because his father got a job at Philips His father was Head of Philips Design for 20 years (1991-2011) Thomas Marzano is listed as one of Twitter’s 30 Most Eligible Bachelors He has a 10 year-old son who shares with Thomas...

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Rory Sutherland What Changed in Brand Branding
May29

Rory Sutherland What Changed in Brand Branding

Measurbation –shifting responsibility Rory Sutherland often talks about measurbation as the obsession with metrics and the tendency of measuring objective reality, while the perceptual reality might be different. He says that focusing on KPIs (key performance indications) is sometimes used as a way for offloading responsibility for making decisions – it has to do with loss aversion. People tend to go the whole length to avoid...

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Jos van Haastrecht, DSM  Creating Shared Value Strategy
Apr12

Jos van Haastrecht, DSM Creating Shared Value Strategy

Creating Shared Value (CSV) is a recently developed corporate strategy that encourages leading companies to identify new areas of growth and profitability while building sustainable, scalable solutions for challenges such as access to healthcare, education, and nutrition, alleviating poverty, while simultaneously promoting environmental sustainability. This strategy was introduced by Harvard strategy guru Michael Porter in cooperation...

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Jitse Groen, Takeaway.com -using technology to grow business
Mar30

Jitse Groen, Takeaway.com -using technology to grow business

Jitse Groen is the founder and majority shareholder of the biggest takeaway ordering service in the Netherlands: Thuisbezorgd.nl, operating in other countries under the name takeaway.com. In January 2012 Jitse was approached by venture capitalist firm Prime Ventures that invested 13 million in Thuisbezorgd.nl and since then he got ongoing offers from other venture capitalists. I talked with Jitse about how being an early adopter of...

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Frans Cornelis, CMO of Randstad
Oct28

Frans Cornelis, CMO of Randstad

For global brands such as Randstad, brand consistency is one of the most important factors related to positive brand experience, says Frans Cornelis, CMO of Randstad. While many people might think that brand consistency is about logo and touchpoints, Frans is certain that brand consistency is more than a logo, it is actually a company culture. Brand consistency begins with people, it is an inside-out approach, he says. If you want to...

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Nathalie Quéré, Akzo Nobel Corporate Branding
Mar27

Nathalie Quéré, Akzo Nobel Corporate Branding

Can you introduce yourself, Nathalie? What’s your background? What are the most important tasks you have as the head of corporate communication? My name is Nathalie Quéré and I have been of Head of Corporate Branding at AkzoNobel since March 2012. I am essentially responsible for all aspects of the AkzoNobel brand, which includes raising global awareness and ensuring that our businesses all over the world use and promote the brand in...

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VDL Groep-Family-Owned Business Sustainable Growth
Jun20

VDL Groep-Family-Owned Business Sustainable Growth

VDL Groep is one of the most powerful family-owned businesses in The Netherlands. It is a global industrial and manufacturing company that focuses on producing, innovating and marketing semi-finished products, buses and coaches and finished products. An interview with the Corporate Communication Department about the leadership of Wim van der Leegte and the involvement of the new generation and working culture: What is the VDL...

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Jos van Haastrecht, DSM Rebranding
Jul17

Jos van Haastrecht, DSM Rebranding

Jos van Haastrecht, Director of Company Branding at DSM, has been responsible for the DSM rebranding approach that resulted in an entirely new corporate identity system in 2011. The transformed DSM brand is symbolic of the new strategic positioning of the company. It is not just about a new relevant positioning, logo, tagline and visual identity system, it also reflects DSM’s strategy and DSM’s culture. The whole rebranding process...

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