Marcel Aalders RM is a positioning and marketing strategist who helps organisations view their brand positioning from a fresh perspective and translate it into a sharper, more effective brand and marketing strategy, stronger online and offline customer experiences, and brand-aligned employee behaviour. Deep customer insight is always the foundation of his approach.
At a time when AI is rapidly transforming markets and customer behaviour continues to evolve, many organisations need to reassess their strategic direction. Through his consultancy, True North Positioning, Marcel helps organisations identify their true North, anchor that direction throughout the business, and execute it with clarity and consistency.
Over the past 30 years, Marcel has led numerous repositioning and marketing strategy projects as both a strategist and interim marketing director. Marcel is a Registered Marketer and teaches Strategic Brand Management and Strategic Marketing Management at Beeckestijn Business School. He is also a masterclass lecturer at NIMA, chair of MarketingMinds, jury chair for Branded Customer Experience, a member of the main jury of the Effie Awards, and a regular speaker at industry conferences. In addition, he is an associate partner at Altuïtion, a leading consultancy in customer experience.
