Jan Rijkenberg

Jan Rijkenberg is co-founder and CEO of bsur group in Amsterdam, a creative consultancy in Amsterdam. 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). Among the list of clients are names such as MINI (BMW) worldwide, FrieslandCampina International, Fruitshoot (Britvic UK), Specsavers, ONVZ Healthcare Insurances, Glamour, Radio 538 and Davidoff.

Rijkenberg published his book ‘Concepting’ in 1998. In this book, already seen 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 10th edition in 2009, as such, a bestseller in the marketing and communication literature. The book appeared in English in 2001 and recently appeared in Serbo-Croatian and Turkish.

Rijkenberg also frequently teaches at Academy of Management of Groningen University and Delft University of Technology, Industrial Design. He also moderates creative (interactive) sessions and workshops within companies. He regularly publishes articles and columns in leading trade magazines. In 2008 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.