Erik Saelens – Keynote Speaker

Rebranding and Renaming Specialist

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Erik Saelens Profile Picture

Specialist Subjects

  • Rebranding and Renaming
  • Marketing and Sales
  • Communications
  • Internal Branding
  • Crisis Communications
  • Legal aspects of branding
  • IPO Strategies


  • Dutch
  • English
  • French


Erik Saelens is the founder and executive strategic director of Brandhome group, which makes companies grow faster than their markets.

With over 25 years’ experience in brand marketing and communication, Erik Saelens specialises in rebranding and renaming, and has executed and researched more than 300 brand-change operations worldwide. He is also an expert on brand management and M&A and IPO strategies, and draws on a strong operational background when putting these strategies into practice.

Until 2002 Erik Saelens worked as senior brand advisor to the board of Royal Dutch Telecom KPN in The Hague and Brussels. He was previously employed at Sodexo as a member of the international brand management team, having started his career at Walibi, a European amusement park group.

His expertise has earned him a place on the boards of companies such as Unbox (BE), CQ (US) and Stackin (US), where he contributes to decisions on the businesses’ strategies and future.

Erik Saelens focuses on what makes branding meaningful today and how to make marketing relevant tomorrow. He addresses how brands can maintain or initiate contact with their customers and what these customers really want from the brand.

Saelens has written more than 15 books on brand marketing in order to share his expertise and insights with the widest possible audience.

“A brand is an immaterial asset, a belief system.”

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