Interviews

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
  •  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 the love for design and baseball
  • With 45 K followers and a daily average of + 36 tweets, He is called by Dutch Media a Twitter star
  • Thomas Marzano’s favorite car brand and model is the Audi A8
  • He often speaks on conferences related to marketing and design
  • He led a team of designers and consultants responsible for the recent Philips logo re-design

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.

In 2016, Takeaway.com debuted on The Amsterdam Stock Exchange.

I talked with Jitse about how being an early adopter of new technology has helped him to expand his business by 60 percent year after year.

Jitse is not a newcomer in the takeaway business. As a student, he started Thuisbezorgd.nl 12 years ago, and now he is CEO of a leading company in the Netherlands, and they work hard on reaching the top position in 10 other countries.

What looks simple to customers, ordering a meal via a website and get it delivered 20 minutes later, is, in fact, a complicated process that involves the most advanced internet technology, call centers, delivery services and of course most important, overall coordination. …

Bandi Vaczi, Vredestein CMO

Bandi Vaczi, Manager Marketing Communications of Apollo Vredestein, takes a holistic view of 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 Indian company Apollo Tires Ltd in 2009.

Today Apollo Vredestein is a company that combines market orientation, creativity, and flexibility in a unique way. Vredestein’s strategy is absolutely clear: produce beautiful, quality tires that will not harm your budget.

As a medium-sized tire manufacturer, Apollo Vredestein chooses a flat organizational structure to ensure the best way to implement this strategy. Decisions can be made quickly and confidently, which accelerates the development of original products, says Bandi Vaczi.

Thanks to large investments in recent years, the headquarters of the company in Enschede has the most modern production equipment. The company is perfectly suited for the production of a complex-wide range of tires, carried out in one place for summer tires, winter tires, all-season tires and SUV tires. The production also includes tires for vintage cars, tractors and a wide range of applications in agriculture and industry. …

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 took DSM more than 2 years but the result is astounding. Not only is the new logo visually appealing, the perception of DSM changed too. I talked with Jos about the art of rebranding.

DSM started the process of rebranding from research that indicated how DSM was perceived versus what they really offered and how they wanted to be perceived.  Interbrand, a global branding consultancy, interviewed multiple stakeholders around the world and came up with a verdict that was clear: DSM was perceived as a very Dutch diversified chemical company with a strong technical focus, a company which was regarded as ‘stiff’, inward-looking and failed to optimally connect and engage with its external …