BR-ND People

What BR-ND People does

BR-ND People is a creative change agency headquartered in Amsterdam, founded in 2006 by Kim Cramer PhD and Alexander Koene as The Appeal Company BV. The firm aligns strategy, culture, and brand for mission-driven organizations that want their external promise and internal lived experience to match. Its core service is project-based consulting engagements ranging from focused 10-16 week strategy trajectories to longer portfolio and culture work, with quote-based pricing and no publicly disclosed revenue.

The agency's differentiator is the proprietary 23plusone methodology, a scientifically grounded framework that maps 24 universal emotional human drivers across five domains (Safety, Self-development, Ambition, Vitality, Attraction). Co-developed by the two founders in 2006, it is applied in over 25 countries across hundreds of brands. Adjacent proprietary tools include the BR-ND Merkenwaaier (Brand Fan) portfolio model (2009, included in the SWOCC Selection), the Brand Trinity/Brand Heart construct, and the BrandBeing naming practice. The firm is B Corp certified since 2018.

The client base spans healthcare (Santeon, St Antonius, Bernhoven, Brabant Zorg, mProve), Dutch government (City of Amsterdam, Gemeente Tilburg, Provincie Zuid-Holland, TNO), enterprises (Danone, ANWB, Edge Workspaces, Leaseweb, Vintura), and nonprofits (Natuurmonumenten, Kinderpostzegels, Dierenbescherming, Circle Economy). Go-to-market is direct, conversation-led sales with co-creation workshops rather than transactional contracting, supported by content marketing via a blog and the BR-ND Press newsletter, and visibility at events such as Cannes Lions and Amsterdam Impact. Beyond direct consulting, BR-ND People operates an ecosystem of ventures including The 23plusone Collective (global training and licensing), Let's Play Equal (a D&I serious game), and co-founded entities eyay studio (AI-native product studio) and MESAMIS (alcohol-free spirits brand).

Name

BR-ND People

Legal name

The Appeal Company BV

Website

https://br-ndpeople.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

BR-ND People is an Amsterdam-based creative change agency founded in 2006 that aligns strategy, culture and brand for mission-driven organizations using its proprietary 23plusone methodology, serving clients across healthcare, government, enterprise and nonprofit sectors.

Ownership category

akta.pro rank

Product category

Brand Strategy & Organizational Change Consulting

NAICS

Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Change Management & Transformation Consulting (BPAHAGAC)

akta.pro secondary industries

Change Management & Transformation (Org/HR) (BPACAJAD), Change Management & Organizational Development (OD) Training (EDABAIAJ), Workplace Change Management & Communications (BPABAFAK), Organization Design & Change Management Consulting (BPAHACAD)

Keywords

• Brand strategy consulting
• Organizational change management
• Culture transformation consulting
• Brand portfolio management
• Purpose-driven branding

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Consulting Services: Project-based consulting engagements covering brand strategy, culture development, positioning, and organizational change. Engagements range from focused 10-16 week strategy trajectories to longer portfolio work.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

BR-ND People is an Amsterdam-based creative change agency that delivers brand strategy, culture development, and organizational change consulting services. Their work is anchored in the proprietary 23plusone methodology, which scientifically identifies 24 universal emotional drivers across five domains, enabling organizations to align external brand, internal culture, and strategy. Engagements span focused 10-16 week strategy trajectories to longer portfolio work, with clients across healthcare, government, enterprise, and nonprofit sectors.

Product overview

BR-ND People is a creative change agency in Amsterdam (B Corp since 2018) that brings strategy, culture, and brand into alignment so organizations and their people can flourish. Its core offering is anchored in the proprietary 23plusone methodology — a scientifically grounded framework identifying 24 universal emotional drivers — which underpins all consulting engagements across brand strategy, culture transformation, and leadership. The agency's proprietary toolkit includes the BR-ND Merkenwaaier (Brand Fan) model for portfolio visualization and the Brand Trinity/Brand Heart construct for aligning organizational identity. Beyond consulting, BR-ND People operates an ecosystem of ventures including The 23plusone Collective (global training and licensing), Let's Play Equal (d&I serious game), and co-founded eyay studio (AI-native product studio) and MESAMIS (alcohol-free spirits brand). The agency does not offer a software-as-a-product; its deliverables are strategy, culture, and brand programs delivered through human-led engagements.

Differentiator

Problem solved

Functional benefit

Brands

• 23plusone: Scientific method for emotive dynamics developed by Kim Cramer and Alexander Koene in 2006, measuring 24 universal emotional drivers
• The 23plusone Collective
• Let's Play Equal
• MESAMIS

Products and services

• Brand Strategy & Positioning Consulting Strategy and positioning engagements that uncover the 24 universal emotional drivers behind stakeholder behavior and align brand positioning accordingly. Used to help organizations develop brand strategies that withstand competition and build portfolios that support growth. Engagements typically run 10-16 weeks for focused strategy work.
• Culture Development & Transformation Consulting Culture development and transformation engagements that align internal culture with external brand promise. Uses the 23plusone methodology to start with what drives people internally and align the brand from the inside out. For mission-driven organizations addressing misalignment between brand promises and lived employee experience.
• Organizational Change Consulting Strategic change and transformation projects for organizations in transition. Includes post-merger brand integration (e.g., Vintura-Cepton merger in April 2025), employer branding, and purpose/vision work. Engagements span focused trajectories to longer multi-month portfolio work.
• 23plusone Training & Licensing (The 23plusone Collective) Training and licensing program that distributes the 23plusone methodology globally to changemakers. Part of BR-ND People's ecosystem of ventures, enabling certified practitioners to apply the methodology in their own organizations and engagements. Operates as The 23plusone Collective, founded by Kim Cramer and Alexander Koene.

Quantifiable outcome

• 23plusone methodology applied in 25+ countries on hundreds of brands

Named customers31 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• eyay studiocoreTechnology or IntegrationAI-native product studio co-founded by Ayu Koene and Sinyo Koene. Develops prototypes, AI-agents and smart workflows for organizations in transition. Provides technology capabilities for BR-ND People client projects.
• The 23plusone CollectivecoreStrategic or Co-development PartnerInternational community of changemakers spreading the 23plusone methodology worldwide through training and licensing programs. Founded by Kim Cramer and Alexander Koene.
• Amsterdam ImpactminorStrategic or Co-development PartnerInitiative bringing together impact organizations in Amsterdam. BR-ND People participates in events and panels, presenting work on Impact Frontrunners.
• Impact FrontrunnersminorStrategic or Co-development PartnerInitiative focused on sustainable business practices. BR-ND People presented their plans and participated in panel discussions.
• The Female Quotient (FQ)minorStrategic or Co-development PartnerCommunity and advisory organization working on equal opportunities for women in the workplace. BR-ND team attended sessions on female leadership at Cannes Lions.
• ACT ResponsibleminorStrategic or Co-development PartnerInternational community strengthening the voice of responsible communication. Showcased creative campaigns addressing social and ecological issues.
• Let's Play EqualminorStrategic or Co-development PartnerSerious game bringing diversity and inclusion out of PowerPoint and onto the table. Founded by Kim Cramer. Helps organizations experience D&I through gameplay.
• Natuur & MilieuminorStrategic or Co-development PartnerEnvironmental organization where Kim Cramer serves as supervisor. Connects BR-ND People with sustainability networks and expertise.
• Edge OlympicminorOthersFlexible workspace provider where BR-ND People has their office location in Amsterdam.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/br-nd
• Xx.com/br_nd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BR-ND People