Niel Pepers helps organizations to position themselves clearly with the BrandPersona © model. It defines a brand in a human way: simple, accessible and applicable. The personality fits the organization, appeals to customers and is distinctive in the market

The ambition

is what drives you as an organisation. It’s the reasons you get out of bed every morning. All stakeholders share this ambition, it is what connects and attracts them. The ambition is also called the “why” or “purpose”.

The promise

is what makes customers happy. It is this promise that you have to live up to every time and that others can’t get enough of.

The values

are leading in how you do things. In your own way. The more often you apply them, the stronger and more recognizable you become as an organisation. All values must be indispensable for the realization of the ambition and the promise.

As an example you can see the comprehensive BrandPersona© of Bright-future. This way we get to know each other better.


Other brandpositioning models I work with are:

Niel Pepers has over 12 years experience in developing and implementing strategy in organizations. He guided numerous teams formulating ambitious strategic plans. From organization strategy to department plans, from sales to HR and from logistics to IT, on all conceivable topics he has proven his value multiple times.


In his approach Niel Pepers combines  the worldwide successful OGSM methodology with the universal principles from “The Seven Habits” by Stephan Covey. This provides an unprecedented powerful approach in which ambition is developed and translated into concrete actions, linked to people and deadlines. In this way a balance is created between what is really important in the long term and “the issues of the day”.

OGSM Objective Goals Strategies Measures

In 4 half-days, Niel Pepers takes a board or (management)team through an intensive process that results in a clear strategic plan. This leads to ownership, involvement and a better result.

These organizations went before you:
BAM, Cordaid, Eneco, Omega Pharma, Stedin, Smilde Foods, Stegeman, Strukton Worksphere, Menken Orlando, The Greenery, TNO, Stiho and many others.

Other strategy models I work with are:

Niel Pepers helps organizations innovate. In the short term and structurally. This often starts by organizing the innovation process itself. Not by the book, but in a way that fits the needs of the organization, the capabilities of the employees, the market and the customers.

Customer centric innovation

Depending on the quality and capacity present in the organization, the innovation process can be fully facilitated, whereby employees from different disciplines are connected and consulted at the right time. It is also possible that an innovation team is supported in a role as innovation coach.

Focus areas:

Ultimately, the image of your company is manmade as every experience is the result of employee behaviour. The idea of Employee Engagement is that all your employees understand what your organization stands for and are aligned with its purpose. Only then your brand comes to life throughout the organization and will people experience the difference.

Employee Engagement

You cannot outsource Employee Engagement; it’s something every employee has to get involved in. A little help to kick start the process is often welcome.

Niel Pepers helps to start Employee Engagement in organizations. By creating support on every level and developing content that fits the organization. Where necessary, the process is supported and employees are trained to make the company self-sufficient.

Niel Pepers coaches from a long-term business perspective. Being successful in the long term is the starting point. As a brand, as an organization, as a team and personally. Of course we will also encounter personal issues. They are not avoided, but seen as opportunities that lead to better performance, better results and more fun.

Business coaching is a proven concept that starts with an intensive introductory period in which the business, the person, the context and the objectives are central. Afterwards, the coaching consists of a monthly session in which we look back and forward and new challenges are discussed and tackled.

Niel Pepers alternates different roles. He coaches, thinks along, to help you crack the tough nuts and realize your ambition.

Bart Dekkers

Managing DirectorDSG

"Niel is a sharp, critical and tenacious discussion partner who really knows how to improve the result. Several times I went through brandpositioning processes with Niel, using his Brandpersona and the Business Model Canvas, resulting in a concrete and clear positioning. Next time I'll call Niel again!"

Ard Bossema

Director Marketing & StrategyRoyal Grolsch

"Niel gives direction to teams and organizations in an inspiring way. He has assisted me several times in my career on crucial strategic issues for my brands. No-nonsense, based on knowledge and logic, aimed at concrete solutions for the future."

Ivonne van den Heuvel

Commercial DirectorANWB Insurance

"Like no other, Niel can help a team with differing opinions and convictions get to the heart of the matter. In a good atmosphere and with expert input, Niel covers the entire trajectory of (brand) strategy, objectives, concrete plans and embedding in the organization. In addition to being knowledgeable, Niel's view on issues is often surprisingly original. Nice to work with."

John Faas

Business Unit ManagerBaars & Bloemhoff

"Niel can make complex matters very tangible and is able, especially with new directions or a new course to be chosen, to ensure that you go very broad in your thinking and then back to the essence. From broadening to funneling and then finally being able to present a concrete plan of action is a real specialty of Niel."

Simone van Hamond

Director Marketing & FundraisingCordaid

"Triggered by the exciting combination of creative and strategic competencies, I asked Niel to be the process supervisor of my strategic planning process at Cordaid. Niel is a facilitator who takes the team along and encourages them in the planning process in a very involved way, but he also does not shy away from bringing in suggestions and ideas on the issues at hand and, if necessary, also asking critical questions with the aim to achieve a sharper , better and more plan with broad support."

"We have also worked fruitfully together in the field of innovation. In addition to his guidance and motivational momentum in brainstorming sessions to come up with new propositions, he also has a pragmatic approach and immediately take the ideas a few steps further. By the direct visualization of ideas, but also by giving us access to a number of his network contacts, with which feasibility and attractiveness could be tested at an early stadium."

Julien Boone

Chief Customer ServicesEneco

"Niel has the talent to get to the heart of the matter with a team and to articulate it so clearly that it has a compelling logic and an inspiring effect. He takes you calmly and decisively from complexity and diversity to clarity and essence."

Paul Walter

Head Digital Strategy & TechnologyPort of Rotterdam

"Tenacious to get the essentials on the table. Focused on value and value creation in a changing world. Niel is able to create momentum for change. For people to get behind a new direction or vision, to embrace it as a team and as individuals."

Evert Lemmen

CEOStrukton Worksphere

"Niel knows very well how to align different opinions and personalities. Since 2011, we have worked with Niel to make our strategy and ambitions concrete for everyone through OGSM. That helps us to focus. OGSM is still used within Strukton Worksphere to this day."

Marianne Spoelstra

Senior Relationmanager & Spokesperson AEDHartstichting

"Niel knows how to connect the values ​​of 2 organizations in a creative and relevant way. Within the deadline."

Nanne Batelaan

Chief Digital Commerce & ITDSG

"Niel is not your regular consultant. With his brainpower and creativity he challenges teams to get the most out of themselves. Does not shy away from difficult discussions. He miraculously manages to get everyone behind a common goal. Makes strategy accessible and understandable so that it comes to life throughout the organization."

Mark van Breukelen

Business Unit ManagerStiho

"As Stiho, we have been working with Niel for many years. Niel gets to the bottom of things. He knows how to have a sharp conversation at every level and get people thinking. He looks for nuance and gets to the core of both positioning and strategy. He is also valuable in getting from the what to the how.

In short, Niel will help you get ahead!"

Floor van der Steen

Sister of MAX’SMAX’s Organic Mints

"Niel is the compass behind our brand and the big stick that always keeps us on our toes and checks if we are still doing the right things right."

Mario van Grinkel

Sales ManagerTriflex

"Niel is a true professional with knowledge and skills. He takes you through the process, asks the right critical questions and also adds creativity. You soon notice that Niel brings many years of experience with him, but also leaves you the space to walk your own path to the future. In addition, Niel is just a very nice guy!"

Esther den Herder

Manager StudiosQoqon

"Niel guided us through our brand positioning process. He asked the right questions and put us to work. Niel was able to structure our ravel of input during and after the sessions. With his guidance, we have come up with a new brand name, brand ambition and promise for our bathroom and kitchen showrooms. We then created a clear blueprint for our business using the Business Model Canvas."

"The great thing about the collaboration is the space that Niel gives to all members of the project group and his open-minded way of working. He knows how to appreciate surprising remarks and gives them a place in the outcome or in the process."

Bright Future

Bright future

Is the future clear to you? Do you have an exact idea on where you want to stand in that future? As an organization, as a brand, as a person? And do you have a plan to arrive there first?

Niel Pepers

Getting to the core is what Niel does best. He is conceptually strong and brings complex matters back to the essence. With great energy and humor he leads workshops in which the discovery, articulation and realization of ambition is focal.

Interested in a clear view of the future? Need help in Positionering, Strategy or Innovation? Call Niel Pepers for a free consultation on +31(0)610866744

Bright Future


You probably noticed them, organizations that stand out in a natural way. Everything they do seems to make perfect sense. Effortlessly they distinguish themselves from others, they are relevant and appealing to their customers. How do they do that?

Successful organizations have a firm grasp of who they are, why they are here, and what they have to offer. That sounds easy, but it’s not. It requires choices. These choices give an organization or brand direction, strength and speed. If you don’t choose you won’t get chosen.

Time for an extra dose of attraction in your brand? Call Niel Pepers for a free consultation on +31 (0)610866744


Does your organization have a clearly formulated ambition? And are all departments, activities and employees daily focused on bringing that ambition closer? Or is everyone swamped with “the issues of the day”?

You achieve more with a clear plan. A plan in which an appealing ambition is elaborated step by step up to action level. Niel Pepers has the ability to reduce complex matter to simple choices. He masters the craft to lead discussions and translate them into valuable insights. To forge good intentions into powerful decisions and operational plans.

More success with a clear strategic plan? Call Niel Pepers for a free consultation on +31 (0)610866744


Where does your future growth come from? The world is changing faster and faster and the question is whether you are leading the way and are shaping the change, or being overtaken by it?

Niel Pepers works with clients on innovation. Big ideas that can potentially change a market. But also on well-thought-out incremental improvements by fulfilling customer needs based on a brands promise.

In need of new fuel? Call Niel Pepers for a free consultation on +31 (0)610866744

Employee Engagement

The war on talent has erupted in full force. Is your organization on the winning team, or is it increasingly difficult to keep your best people and attract new ones?

The modern employee is looking for engagement. He chooses an employer he feels connected with, with whom he shares a common ambition. A worthwhile goal, next to making money. Niel Pepers helps organizations to define their purpose, what it is they contribute to society and communicate this to their current workforce and the job market.

Struggling with Employee Engagement? Call Niel Pepers for free consultation +31 (0)610866744

Executive & Business Coaching

How often does the daily workload get the better of you and make  Monday’s good intentions not survive the week? How often do you distance yourself to really contemplated and further matters that are essential for the long term?

Niel Pepers coaches entrepreneurs, managers and young potentials in discovering, articulating and achieving their ambition. An independent outsider whom you can speak freely to, who questions you so your ideas become thought-through plans upon which you can act.

Can you and your business use a coach? Call Niel Pepers for a free introduction on +31 (0)610866744


Design Thinking

In pre-university Niel Pepers opted for wood-shop next to mathematics, physics and economics. He still wonders why, but from a very early age he had a strong drive to not only conceive ideas, but also to realize them. Industrial Design Engineering at the Technical university in Delft was the perfect place to further develop his conceptual and creative power. During his career he followed Brandmanagement course in Groningen and later also Business Strategy.

Entrepeneurship in the blood

Niel Pepers has been an entrepreneur since 1999. After a management buyout, he led a leading brand & packaging design agency for 7 years and was a 7-year partner at a top brand and strategy consultancy. Since 2013 he is founder and owner of Bright-future BV.

Long-term value creation

In his approach he always manages to establish the connection between the strength of an organization and customer value. In his workshops he effortlessly combines process and content and leads teams to a common goal.

Bright Future