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Jan Rijkenberg

Jan Rijkenberg

Brands, management and marketing
Languages : English, Dutch

  • Categories

  • Marketing
    • Branding
    • Image
    • Online Marketing / E-commerce
  • Communication & PR
  • Employability

  • Lecture
  • Columnist
  • Workshop / Masterclass
  • Consultancy
  • Interviewer / Talkshow-host
  • Subjects

  • Brands, branding
  • Internal motivation processes
  • Public Relations
  • Advertising
  • Positioning
  • Identity
  • Integrated communication
  • Image
  • All Topics

Jan Rijkenberg is co-founder and CEO of bsur group, a creative consultancy with offices in Amsterdam, Shanghai and São Paulo. The agency advises international companies on all kinds of brand(ing) problems and develops integrated communication campaigns derived from the essence of the brand (be as you are). BSUR was founded in 1995 and has solved and solves branding and communication problems for international companies like MINI (BMW), Wrangler, FrieslandCampina, Fruitshoot (Britvic UK), Specsavers, Glenmorangie whisky (LVMH), BonPrix, SCA, AXA, just to name a few.

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Jan Rijkenberg is co-founder and CEO of bsur group, a creative consultancy with offices in Amsterdam, Shanghai and São Paulo. The agency advises international companies on all kinds of brand(ing) problems and develops integrated communication campaigns derived from the essence of the brand (be as you are). BSUR was founded in 1995 and has solved and solves branding and communication problems for international companies like MINI (BMW), Wrangler, FrieslandCampina, Fruitshoot (Britvic UK), Specsavers, Glenmorangie whisky (LVMH), BonPrix, SCA, AXA, just to name a few.

He is also board-member of the International Business Advisory Board (IBAB) of the International Business School (IBS), of the Faculty of Economics and Management of the Amsterdam University of Applied Sciences.

Rijkenberg published his book ‘Concepting’ in 1998. In this book, reviewed by many as the new marketing bible, he takes the reader on a journey into a new communication-oriented era. (New) brands in this era have less focus on products and cosmetic product innovations, but instead, focus on the brand’s vision, philosophy, and mentality statement (Just do it). Rijkenberg created his remarkable vision after an extensive study of ‘concept-brands’ like Swatch, Virgin, Nike, Bertolli, Sanex, Innocent, Rituals, Ben & Jerry’s etc. In his book, Rijkenberg shows the reader how to build new brands based on this vision, but also gives directions for re-concepting existing brands.

In the Netherlands, ‘Concepting’ reached its 12th edition in 2013, as such, a bestseller in the marketing and communication literature. The book later appeared in English, Serbo-Croatian, Turkish, Brazilian-Portugese and Chinese.

Rijkenberg speaks on marketing and communication Conferences on all continents, but also frequently teaches at Academy of Management of Groningen University and Delft University of Technology, Industrial Design. He also moderates creative (interactive) sessions and boardroom workshops within companies. He regularly publishes articles and columns in leading trade magazines. His best columns were bundled in the book ‘Corporate Matters’.

Rijkenberg knows how to play with his audience, raises provocative thoughts and brings everything together in a tangible perspective, in but a few minutes. He not only shares a lot of visionary thoughts with his audience but he also brings them alive with dozens of practical examples. Jan Rijkenberg knows how to keep people alert and make them respond. Hence, he sends people home with a healthy dose of inspiration, which will certainly help them in their daily functions.

Rijkenberg is married, has two daughters and is a frequent marathon runner.

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