Hi, I’m Willem van der Horst. I'm a brand strategist. I consult with international businesses and organisations to build remarkable brands and effective marketing plans.

I have over 20 years experience in brand strategy, marketing communications, and training facilitation. I lived in London, Singapore, Chicago, and Paris. I worked and travelled across continents, giving me a truly multicultural outlook on the world.

I'm a tabletop game design enthusiast. I believe in fostering a play state of mind and using elements from tabletop game design and pop culture in immersive workshops and trainings, hence the moniker "playful brand strategy."

Ice cream may seem childishly simple, yet it’s a deceptively complex chemical emulsion. It's fun too. I believe a great brand should attract attention and bolster positive memory associations. It’s also a nod to Noam Chomsky's ice cream thought experiment, meant to combat cynicism about human nature.

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Learn more about my experience in global brand strategy and marketing communications

Find out about training design, facilitation, immersive exercises, and teaching students.

I write and publish about market research, brands, digital media, play, gaming, and more.

Featured Posts

Featured
Comparing state of flow and state of play
Comparing state of flow and state of play

Comparing the six core characteristics of play and of the mental state of flow in positive psychology.

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Noam Chomsky’s ice cream cone thought experiment.
Noam Chomsky’s ice cream cone thought experiment.

Noam Chomsky often used a thought experiment involving a child eating an ice cream cone, and it being stolen by an adult.

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A quick hate take on American Gothic in Béziers
A quick hate take on American Gothic in Béziers

Sure it’s always easy to criticize… I particularly disliked this French tourism ad featuring the American Gothic painting though.

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I write and publish two different editions: One is in English, l’autre est en français.

You can browse past editions in English here, et en français, ici (coming soon).

Client Testimonials

“Willem's strategic insights and guidance have redefined Dynvibe's industry position. His global benchmarking unveiled untapped opportunities. We're impressed by his thinking, both innovative and pragmatic, that helped really capture our essence as a brand, and then turn it into actionable marketing initiatives.”

— Anne-Cécile Guillemot, Co-Founder, Dynvibe.

“The brand strategy workshops Willem organized were engaging, creative, and super efficient. We particularly appreciated Willem's professionalism, commitment to understanding our business, and the way he listened to eventually formulate a positioning and marketing strategy for Stanley Robotics that the whole team felt genuinely enthusiastic about.”

— Clément Boussard, Co-Founder, Stanley Robotics

Get in touch, I’m always happy to have a chat.