Leadership Team

Marc Clooosterman

Brand Performance and Marketplace Valuation

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Marc Cloosterman is CEO, VIM Group and Author, Future-Proof Your Brand:
Data-Driven Insights to Implement, Manage, and Optimise Your Brand Performance

As an experienced and passionate consultant to the boardroom, Marc founded VIM Group to develop the discipline of brand implementation and management with a focus on improving marketplace valuation. While being trained at KPMG and INSEAD, he ‘lost his way’ and started working in marketing, branding and communication.

Marc has personally advised and worked with an extensive list of leading brands, including Airbus Group, Merck, ABB, BMW, TUI Travel, Deloitte, Nordea, Deutsche Telekom, Medtronic, Skoda, and Air Liquide.

Since 2004, he has been a non-executive director of Brand Finance, the world’s leading independent brand valuation consultancy. Marc speaks three languages (Dutch, English, and German), and he regularly gives talks to practitioners and academics. He has written extensively about brand implementation and management.

Anaezi Modu

Research, Analytics, and Insights

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Anaezi is the Founder and CEO of REBRAND™ and Producer of the REBRAND 100® Global Awards, the highest, juried recognition for brand transformations in the world. She has steered the company to success by integrating digital innovation, business strategy, analytics, thought leadership, and advisory services for the C-suite.

She brings the best intersection of art and science resulting from degrees in architecture and design to BUILDPLAY. Her experience includes creating and delivering educational workshops for executives at Harvard University, SVP role in brand strategy and information architecture at Bank of America, speaking presentations at international conferences, and running her own architecture and interiors consulting firm.

Anaezi holds a Bachelor of Arts in Architecture and Urban Planning from Princeton University, and a Master of Architecture and Design from Harvard University’s Graduate School of Design, incorporating studies at Massachusetts Institute of Technology.

Laurens Hoekstra

Brand Life Cycle Model and Strategy

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Laurens Hoekstra is CSO, VIM Group and Author, Future-Proof Your Brand: Data-Driven Insights to Implement, Manage, and Optimise Your Brand Performance

Laurens is cofounder and chief strategy officer of VIM Group. He is an accomplished expert in logistics, supply chain management, brand implementation and management; supporting the boardroom and executive leadership. That support includes his frequent role as an active part of client steering committees.

Laurens has worked with leading international companies such as ING Group, SkyTeam, KPN, IKEA, Air France–KLM, Renewi, and Wolters Kluwer. As a result of his invaluable body of knowledge on brand performance, he often delivers lectures about brand implementation and management. He was trained at Kuehne & Nagel and INSEAD.