interviews

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 ...

Recently I had a chance to chat with Gisela Rule, the new Marketing Director of Grolsch, who joined the Grolsch Brewery in February 2013. Prior to Grolsch she led the SABMiller innovation team as Group Innovation Director where her task ...

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 ...

Bandi Vaczi, Manager Marketing Communications of Apollo Vredestein, takes a holistic view on the company communication strategy. Vredestein product brand originating from Holland is best known for an amazing product design and very good quality. Vredestein was bought by the ...

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. ...

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 ...

Conrad van Tiggelen is marketing director of NBTC Holland Marketing, the organization that is responsible for promoting the image of Holland as a desirable destination for  Leisure and business travelers. Although this might seem straightforward, in reality his organization is ...

Randstad is one of the leading employment/staffing organizations in the world. It controls about 6% of worldwide staffing, which is a sizable number within a highly fragmented business, and it has a $6 billion market cap. Randstad revenues mainly come ...

Patrick Stal, managing director of Interbrand Amsterdam, talked with me about economic growth, leadership and brand vision in leading Dutch companies. Interbrand recently published the ranking of Best Global Brands, and 3 of them are Dutch brands: Philips, Shell and ...

Lambert van Asselt, Marketing Director of Prominent, the best known chair brand in the Netherlands, is one of the most sophisticated marketing strategist I have ever met. He shared with me how optimizing marketing channels resulted in gaining the  leading ...