Wander Bruijel

Aug 5, 2024 | the-media-leader.com | Wander Bruijel

When marketers focus on short-term revenue-harvesting, it causes them to take their eye off the ball when it comes to driving longer-term business success. As the Peter Drucker aphorism goes: what gets measured gets managed. With the emergence of more digital channels and more data to track over the past two decades, combined with tightening budgets and increased financial scrutiny, many marketers feel pressured to focus their efforts on performance marketing.

May 27, 2024 | thegrocer.co.uk | Wander Bruijel

The world is on fire. We’re lurching from existential crisis to existential crisis, and operating in a leaderless vacuum. Daunting, I know, and not something you expect to read in The Grocer – but bear with me. In this world of crisis, people are looking for safety, comfort, and some joy to look forward to. Within this context, people expect more from brands. It’s not enough to just deliver a great product, you need to deliver an experience.

Aug 30, 2023 | mediacatmagazine.co.uk | Giles Lury |Sam Collenette |Jerome Hiquet |Wander Bruijel

Brands are no longer moving culture on — they’re adding to the noise and losing their way. Driven by a fear to be on the wrong side of a polarised environment or being excluded, brands clamour to signal their allyship to causes well outside of their lane. Take this year’s sorry tale of Bud Light and transgender influencer Dylan Mulvaney.