Denise Noordermeer

🍻 BERO: More than a drink, a movement Tom Holland’s BERO isn’t just another celebrity product launch. It’s a cultural shift in how we socialize—and proof that brand-building in 2025 is about much more than the product itself. Here’s why BERO is working: 🎯 Field marketing done right BERO didn’t just show up on shelves—it showed up in the right places. Wimbledon, music festivals, golf courses, summer socials. They knew that to succeed, the drink had to get into as many hands as possible, in environments where people were already reaching for a beer. 📱 Social as community, not billboard Every day, BERO is amplifying customer stories—turning buyers into brand advocates. Tom may boost visibility, but the real engine is how the brand interacts with its consumers. 🌍 Solving a cultural problem Not drinking at a picnic, concert, or post-round hangout can feel isolating. BERO removes that tension by creating an option that adds to social moments rather than replacing or diminishing them. It’s not about “missing out”—it’s about belonging. ✨ Celebrity-backed, but not celebrity-dependent Plenty of stars launch products as side hustles. Tom and his team built BERO differently. His presence feels personal, but the brand doesn’t rely on him alone—it stands as a well-crafted, intentional business with staying power. 📊 Proven by numbers - Avg engagement rate: 3.15% (vs. 1.4% for Coors Light and 0.27% for Heineken) - 15.4M+ total views across content - Posts with Tom perform only ~2% higher engagement — proof that the brand itself (not just the celebrity face) drives success What excites me most about BERO is that it isn’t trying to be the main character. Instead, it enhances culture—sliding naturally into experiences we already love. As someone who doesn’t drink, I find their approach not only refreshing (literally) but culturally important. It proves that when field marketing, social storytelling, and authentic brand building collide, you don’t just sell a product—you create a movement. And honestly? I haven’t even tried the drinks yet, but I already want their branded golf tees. That’s when you know the brand building is next-level. 💡 What celebrity/athlete brand should I tackle next?

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When OpenAI launched its Agent Builder, it reminded me of something familiar. Because we’ve been building and deploying that vision for years. At klink.cloud, we launched our own Agent Builder a few months ago. Not to chase the trend, but to solve a real problem in customer experience: AI that talks, but doesn’t work. Over the years, I’ve seen dozens of “workflow builders.” Nice UIs, fancy flows - but most stop at conversation. Because without deep integration into real business workflows, AI can’t truly do human jobs. In customer support, human agents don’t just reply. They check orders, verify payments, update CRM records, issue refunds, and handle complex decisions across multiple systems. That’s why we built our AI Agents differently. They run directly on customer-facing channels — WhatsApp, Phone Calls, Live Chat, Social Media - and connect deeply with the tools that power the business - CRM, billing, ticketing, e-commerce, and telephony. So instead of just replying, they resolve. Our clients now automate up to 80% of their workload with AI Agents that actually do the job, not just talk about it. The future isn’t chatbots — it’s AI that works inside your business, not outside of it.

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Yesterday I spoke in front of 700 people in Amsterdam at World Employer Branding Day with one clear message: Your leaders are the future of your employer brand! And the data backs this up: → 75% of job seekers research leaders before applying → 70% of an employee’s engagement is determined by their leader → 64% of consumers say they’re more likely to buy from a brand whose leaders they follow on social media My talk yesterday focused on the two ways you get your leaders to show up authentically online. 1. Understand who they are and then give them guardrails I have hours of conversations with leaders to understand who they actually are and what they could talk about. Once that process is complete I give them a clear outline of how to show up online. 2. Understand how to create content people care about It’s so easy to get leaders to make content that nobody will care about. Asking them basic questions or using ChatGPT will result in bland content. Your job is to find the interesting in your leaders and make sure it’s fit for the social media platform you’re playing on. You can have the most interesting insights in the world but if you can’t package them up right then they end up not reaching people. If you are able to give your leaders guardrails and create content people will actually care about, your leaders can become your greatest asset.

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