What is Brand Growth Platform?

The Brand Growth platform is a knowledge base providing unique learnings from science, research and practice for marketing and insight professionals looking to grow their brands.

The Platform consists of the following components:

  1. Following science and academic thinking: We combine academic experience with practice by cooperating with different universities through academic boards that we use for sparring and consultation, our PhD sponsorships to build extensive knowledge, and marketing programs to work with databases and validate insights and tools. We cooperate with marketing professors like Mark Ritson, Les Binet, and Peter Field.
  2. Vision interviews with market leaders. We conducted hundreds of interviews with CMOs, CMIs and CEOs from brands like VodafoneZiggo, Volvo, Cloetta, Nestlé, and Unilever.
  3. Quantitative study with marketing professionals: For 7 years, we have conducted a large-scale quantitative study among 2,000+ European marketers and professionals. These studies validate our insights and help us understand which strategy or tactics works best.
  4. Brand Growth Event that showcases best practices from leading brands and the most recent academic learnings presented by marketers and professors. The event brings together all the knowledge and learnings gathered from research, science, and practice over the course of the year. (2022 Event recordings)
Read the full Brand Growth story

Ingredients for Brand Growth

Based upon DVJ’s values to share the passion for research and our mission to help clients grow through the Brand Growth Platform we provide key ingredients for a winning brand strategy. Because we believe that there are many angles related to Brand Growth we choose one ingredient that we explore each year.

Our ingredients for Brand Growth: CSR, Moment of Truth, Data-driven decision-making, Creative Development, Innovation, Media, Brand

This year´s ingredient: Corporate Social Responsibility

Brand Growth Event 2023

We are excited to announce that on Thursday, May 11 2023, the seventh edition of the Brand Growth Event will take place. The Brand Growth Event is the peak of the whole-year-long ongoing DVJ Brand Growth theme: Corporate Social responsibility (CSR).

What can you expect?

  • Online programme  (16:00 – 18:00 CET; 15:00 – 17:00 GMT) you can join digitally via live stream 
  • Keynote speakers sharing their vision on CSR in relation to Brand Growth and how to succeed with CSR marketing strategies from different angles:
    • The academic angle from science professor dr. Jenny van Doorn from Rijksuniversiteit Groningen who has expertise in service technology, customer engagement, sustainability, and food waste.
    • Practitioner´s view by companies Tony’s Chocolonely and Versuni (formerly Philips Domestic Appliances) with successful approaches to CSR.
  • Exciting insights into the development of marketing CSR strategies. 
  • Presentation of the results of our European Brand Growth study from 2300+ marketers and 3000+ consumers

 

Stats from the past years

  2,000+ attendees

 

 

   230+ interviews
with CMOs and CMIs

 

 

 

7 years of research into Brand Growth key drivers

 

 

7 Events

 

 

 

Theme of 2023: Corporate Social Responsibility

The Brand Growth theme for 2023 is ‘Corporate Social Responsibility’.

This edition provides insights into the role of marketing for CSR and how successful marketers contribute to the CSR initiatives or strategy of the firm.

Whereas growth is often equated with financial growth and profits it can mean much more than that. Growing by doing something good for society and caring about the environment is much more beneficial in the long run.

Businesses have a responsibility to consumers and the environment, and social responsibility is a valuable marketing asset. However, this is not something new as CSR goes a long way back. For example, Lavidge pleaded this already in 1970 and world-famous Kotler –  often mentions the importance of CSR in his publications.

 “Companies must balance more carefully their growth goals with the need to pursue sustainability.” – Philip Kotler (2011)

 

Opportunities to implement CSR strategy

Nowadays, brands have many opportunities to implement CSR into their strategies. Some are already making a difference like Tony Chocolonely, Apple, Coca-Cola or Mondelez International, which score very high on ESG goals (Environmental, Social, and Governance) according to IBD.

During the webinar, marketing, strategic and science experts will provide us with great practical learnings about how companies can benefit society and the environment and how to incorporate CSR strategy into the business strategy.

What can we learn from socially and environmentally responsible businesses and marketers?
How can we all start behaving and consuming in a more sustainable way?
How to include CSR in business strategy?

That will all be the centre of DVJ´s focus in 2023.

 

Brand Growth Study

This year’s European Brand Growth Study will be unique in that, in addition to 2,300+ marketers, we will interview 3,000+ consumers to learn about the different perspectives on this topic.

How do consumers perceive CSR strategies?
What brands do they consider to be successful?
How do marketers communicate CSR in their marketing strategy?

By comparing responses from both consumers and marketers, we hope our data will result in interesting insights that could fill in some potential perception gaps.

 

Order Brand Growth CSR Study 2023

STAY UP TO DATE

All insights from the interviews and the Brand Growth Study will be shared during the seventh edition of the Brand Growth Event on Thursday, May 11, 2023.

Brand Growth Interviews and articles can be found on the website and Linkedin throughout the year.