What does it take to turn a complex product into a brand people trust—and even love? In this episode, Jasper Martens of PensionBee shares how he did it. From launching with little more than an idea to leading marketing through major growth milestones, Jasper unpacks the strategies behind emotional connection, customer advocacy, and bold brand plays. Whether you're in B2C or B2B, his perspective offers practical lessons on scaling with purpose, embracing feedback, and building a brand that truly resonates.