Beaphar Furever Together Brand days
At the start of 2024, as Global Brand & Marketing manager, I was responsible for organising the Beaphar B.V. “Furever Together Brand Days”, an international event designed for Beaphar’s international marketing colleagues. Together with agency June20, I led the full organisation – from concept and preparation to execution – applying my expertise in international team management, stakeholder management, brand strategy, and event organisation.
Event Goals
The Brand Days were created to strengthen collaboration and inspire our international marketing teams. And to fully understand the challenges of our international (marketing) teams and accommodate progress. We did that by:
Building Beaphar Brand Love through a deeper understanding of our positioning and a recap of our visual identity.
Onboarding new colleagues into the Beaphar brand culture.
Providing insights into the customer journey and the broader market context.
Enhancing processes to improve communication and consistency across markets.
Inspiring teams with forward‑looking strategies and collaboration opportunities.
Facilitating international team building and knowledge exchange.
It was time to return to the basics of our brand positioning and celebrate “Beaphar Love & Pride” together.
Keynotes & Strategic Insights
I opened the event with a keynote for both new and existing colleagues, focusing on Beaphar’s brand strategy and evolution – where we came from, where we are heading, and how we can build stronger emotional connections with pet owners.
The second keynote addressed optimising brand building and communication, highlighting the importance of emotional storytelling across point of sale, online, and social media. As Peter Field & Les Binet state: “Emotion is the most powerful force to drive long‑term sales growth and profit. Make people feel something.”
We also discussed the two speeds of growth in marketing:
Long‑term brand building – creating a foundation and safety net in challenging times, building communities of loyal buyers who become brand ambassadors.
Short‑term sales activations – driving promotions, cross‑sell opportunities, and immediate conversions.
All campaign expressions, projects, and products were tested against these values.
The key message: don’t just launch product after product – build a brand that people love and identify with.
Workshops & Team Inspiration
In the afternoon, we organised interactive workshops that gave the marketing team fresh inspiration and energy for the future. Participants could choose between:
Exploring preventive and curative approaches in pet care marketing
Enhancing retailer relationships
Unravelling the customer journey versus the shopper journey
Tailoring communication for different touchpoints
International colleagues formed groups, brainstormed, challenged each other, and shared insights – strengthening collaboration across markets.
Factory Tour & Wrap‑Up
On the second day, the Brand Days concluded with a tour of Beaphar’s new factory. This gave marketers from across Europe the opportunity to see first‑hand where the products they promote are made, reinforcing pride and connection to the brand.
Results & Impact
The Beaphar Furever Together Brand Days successfully inspired and united our international teams. Colleagues returned home with new insights, stronger connections, and renewed energy for the months ahead.
I believe that in these fast-changing times, bringing teams together, inspiring them through relevant keynotes and creating valuable connecting workshops is of great value. Not only for the brand but also for the people behind it. Together, we make Beaphar’s brand and marketing stronger.
