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Webwinkel Vakdagen at the Jaarsbeurs in Utrecht

February 4th, 2020. My first visit to Webwinkel Vakdagen at the Jaarsbeurs in Utrecht taught me something invaluable: that there are thousands of e-commerce professionals and all of them are seeking information, training and inspiration. In addition to the extensive list of exhibitors — from paying-solutions to packaging and fulfilment — there was a comprehensive keynote program presented on twelve stages. Almost around the clock, insightful presentations by industry peers and experts took place and every room was maxed to capacity, with even more people peering in.

Doing is the Best Teacher

Truth be told, no University can adequately educate you in these fast-evolving areas. Let’s take digital advertising, for example, a field that lives on experimentation and testing, and that changes by the week. More than ever, it’s really about “learning by doing”, on the job and in collaboration with colleagues and suppliers. Thus, the format of the talks, where two people from different companies who collaborate on a daily basis present together made for interesting and lively interactions. …

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Marcel Wanders Boutique —

January 24th, 2020. After a 30-year track-record of creating products and interior designs, as well as, executing art direction for global premium brands, opening an online Boutique seemed like the most logical step for Amsterdam-based design studio Marcel Wanders.


To capitalize on the societal shift toward eCommerce, about a year ago, we launched our online Boutique. This curated virtual realm offers crafted limited editions, prototypes and one-of-a-kind creations by Marcel Wanders. The Boutique is a place where treasures are yours to discover which, for the most part, can be found nowhere else.

While pioneers 1stdibs, Artsy, Paddle8 a.o. paved the way for the online selling of exclusive, luxurious design and art pieces, it was Instagram’s shopping feature that made it all truly desirable and attainable. …

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Courtesy of Heineken

December 10th, 2019. I recently interviewed Mark van Iterson (Director Global Heineken Design) and we spoke about the challenge Heineken faces today as a global brand and what’s next.

The Challenge of a Global Brand

It could be said that 30 years ago, the biggest challenge in the beer category was that it ran the risk of becoming a commodity. That people would end up not caring about which brand they order, and beer value would be destroyed altogether.

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Photo: Stella McCartney, Winter 2017 Collection, Ad Campaign Shot in a Scottish Landfill

The starting point is not Design. The starting point is Sustainability” — Stella McCartney

How to Achieve Great Brand Visibility

Photo from Stella McCartney’s official Instagram

August 13th, 2019. American singer-songwriter Billie Eilish wore an eye-catching outfit at Glastonbury. It didn’t go unnoticed to an audience of 40.000 fans, and to the many more who saw it online. The bespoke two-piece was designed by Stella McCartney and part of her ‘All Together Now’ collection available now in stores. The collection was inspired by the Beatles’ ‘Yellow Submarine’ film. …

[Due to copywriting issues, relevant images are linked, not shown, in the text]

July 9th, 2019. Fenty, a contemporary luxury clothing house, is Rihanna’s latest business endeavour. The label is part of LVHM luxury fashion conglomerate that owns Louis Vuitton a.o.

Today, we are witnessing the humanising of brands. How brand stories aim to create authentic narratives that establish meaningful relationships and are foremost about the consumer herself.

A successful brand strategy or campaign idea starts with a creative digital concept first, one that defines and expands to all the brand’s touch points. …

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Boris Veldhuijzen van Zanten, Courtesy TNW

April 2nd, 2019. I leave the interview with Boris Veldhuijzen van Zanten feeling like I have yet to connect with him. Damn. Throughout the conversation, of course, Veldhuijzen van Zanten is his dandiest-polished- disciplined-self. Damn. What else could I have done? I could have asked him to juggle seven circus balls as he is said to be able to, since his teenage years in Circus School. I could have made more jokes as he is known for being witty and playful. Coulda, woulda, shoulda. I guess I can kiss the award for best interview of the year good-bye. Wait, one of Boris favourite quotes by Sir Winston Churchill just came to mind: “Success consists of going from failure to failure without loss of enthusiasm.” …

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Photo: Vale Zmeykov on Unsplash

April 2nd, 2019. Have you ever heard the expression sonic branding? Have you ever noticed that the greatest brands, next to a visual identity, have an acoustic identity?

The Power of the Tune in your Head

Considered one of the best soundtracks of all time, John Williams’ score for ‘Jaws’ (1975) centers on a chilling 2-note motif that anyone who has seen the film will recognize immediately.
The learnings on how music impacts us and connects to our emotions and memory is surfacing in the world of brands. An overcrowded visual space and the emergence of audio devices like Alexa and Google Home are contributing factors for this phenomenon. …

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Photo: Adidas, Isa Welly, Tights and Bras Campaign, 2019

Do It Like Adidas — How to Convert with Killer Digital Content

February 4th, 2019. Sports labels master the digital game, with top brands excelling at brand awareness reputation and sales conversion.
Recently, I have learned about the three pillars sustaining Adidas’ digital strategy across the brand’s multiple touch points. These key strategies summoned up as ‘Attract’, ‘Engage’ and ‘Activate’.

Attract — Make them Look Twice

The ‘Attract’ phase is set-up in a way to capture the attention of potential customers and “Make Them Look Twice”. Standing out from the online noise is key here. …

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Photo: Nicholas Green via Unsplash

January 15th, 2019. From chatbots, to designing your own sneakers, or have your travel luggage engraved with your initials, brands are consciously and steadily making steps towards personalisation.

This strategy comes as trend reports and studies point out how millennials and Gen Z favour brands that allow them to feel a greater sense of individuality.

More than choosing from a palette of given options, beyond customising a products’ colour or picking out its material, users are becoming increasingly involved in product development and communication.

Take crowdfunding platforms. Today, these not only help to start fund and test the desirability of a product well in advance, but also allow early adopters to provide feedback on a product or a service. In this way, users become active participants in product development by helping improve it at a very early stage. …

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Stephen Dawson via Unsplash

January 8th, 2019. The end of the year brought about several trends reports tackling the question of How Will 2019 Be Like. These reports are interesting as they can help marketers inform their choices around marketing campaigns, creative strategy and product development.

In collaboration with forecasting partners The Innovation Group at J. Walter Thompson Intelligence, PSFK and Stylus, the Facebook 2019 Topics & Trends Report provides useful insights.


Liliana Rodrigues

PR & Content Marketing Professional. Celebrating Beauty, Intelligence and Ideas.

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