--- title: Home --- [Skip to content](http://jarnovoigt.com#main-content) [Jarno Voigt](http://jarnovoigt.com/?hsLang=en) [Writing](http://jarnovoigt.com/resources?hsLang=en) [Owned or Rented](http://jarnovoigt.com/#owned-or-rented) [Work](http://jarnovoigt.com/#work) [Speaking](http://jarnovoigt.com/#speaking) [About](http://jarnovoigt.com/about?hsLang=en) [Contact](http://jarnovoigt.com#contact) # Jarno Voigt Brand shows up in the operating rhythm, not the guidelines. I write about whether a company's brand is something it owns or something it rents, and I built the diagnostic that tells the difference. ## Writing Essays on brand as an asset, written for portfolio owners and the leaders they appoint. 9 October 2026 ### [Owned or Rented: nine questions that separate assets from subscriptions](http://jarnovoigt.com/resources/owned-or-rented-nine-questions-that-separate-assets-from-subscriptions?hsLang=en) The Rent Check: nine questions across four layers that show whether a company's brand is owned, leased or rented. A ledger, not a score. [Read the essay](http://jarnovoigt.com/resources/owned-or-rented-nine-questions-that-separate-assets-from-subscriptions?hsLang=en) - [Your positioning is the list of things you said no to](http://jarnovoigt.com/resources/your-positioning-is-the-list-of-things-you-said-no-to?hsLang=en)9 Oct 2026 - [Turn off paid acquisition tomorrow. What's left?](http://jarnovoigt.com/resources/turn-off-paid-acquisition-tomorrow.-whats-left?hsLang=en)9 Oct 2026 - [Most rebrands are bought to fix a problem a rebrand can't reach](http://jarnovoigt.com/resources/most-rebrands-are-bought-to-fix-a-problem-a-rebrand-cant-reach?hsLang=en)9 Oct 2026 - [A brand guidelines document has never changed how a company behaves](http://jarnovoigt.com/resources/a-brand-guidelines-document-has-never-changed-how-a-company-behaves?hsLang=en)8 Oct 2026 [All writing](http://jarnovoigt.com/resources?hsLang=en) ## Owned or Rented The framework behind the writing. Owned or Rented A brand is owned when it keeps working after the spend, the attention or a key person is removed. It is rented when it stops. The Rent Check tests which one a company actually has, by comparing what leadership says about the brand with what the evidence shows: nine checks across four layers. - **Owned.** Holds when the inputs stop. - **Leased.** Holds for now, on terms someone else sets. - **Rented.** Stops when the inputs stop. [Read the essays](http://jarnovoigt.com/resources?hsLang=en) ## Work Brands I have named, built or run. ### Naming and identity for NORVATO Visma spin-off of 23 companies, 2025 to 2026. Responsible for the name and the identity. A new holding entity needed a name and a face before it could exist in public. I ran the process from brief to launch in 13 weeks: naming, logo, colour and identity, applied across 23 companies. Read more ### Growth Accelerator Program NORVATO, 2026. Designed and led as equal partner with Vincent Kloeth. An internal programme that put an operating rhythm into the leadership teams of the portfolio companies, built on Scaling Up. Read more ### Team Visma | Lease a Bike sponsorship Visma, Netherlands and Belgium, 2024 to 2025. Activating a WorldTour cycling sponsorship for the Benelux business, alongside event management and communications. > Jarno is a hardworking colleague with full command of the details in every project, and someone I trust completely. His ability to coordinate complex projects was invaluable to the company. Ingar Johansen, content and sponsorships, Visma Group. Worked with Jarno on the Team Visma | Lease a Bike sponsorship. Read more ### National behavioural change campaigns Maatschap voor Communicatie, 2019 to 2024. Campaigns for Dutch ministries, provinces and public organisations, where the brief was always to change what people did, not what they thought. Read more ### De Gedragsvormers Personal branding, 2023 to 2025, 14 episodes. A podcast on behaviour change and communication, presented with Roderick Gielis. A podcast with practical insight and real cases on how communication changes what people do. I built it end to end: the concept, name and format, the choice of topics, the research and scripts, presenting each episode, and the recording, editing and publishing. [Listen on Spotify](https://open.spotify.com/show/2x9NXXKbrbpSnel3HVVVoW) > A sharp, driven and curious communications professional. Together we made the podcast De Gedragsvormers, and Jarno helped bring the professional approach to it. Roderick Gielis, co-presenter. Worked with Jarno at Maatschap voor Communicatie. Read more Previous 1 of 5 Next ## Speaking For organisers: the bio and photo are here to take. I speak about brand as an owned asset, for PE portfolio events, SaaS leadership audiences and Scaling Up groups. I also created and presented De Gedragsvormers, a podcast on behaviour change and communication. To ask about a talk or a podcast, email [hello@jarnovoigt.com](mailto:hello@jarnovoigt.com). ![E0664H30CCR-U06M7TU402J-b02dc30523fe-512](http://jarnovoigt.com/hs-fs/hubfs/E0664H30CCR-U06M7TU402J-b02dc30523fe-512.png?width=512&height=512&name=E0664H30CCR-U06M7TU402J-b02dc30523fe-512.png "E0664H30CCR-U06M7TU402J-b02dc30523fe-512") Short Medium Long Jarno Voigt is the author of Owned or Rented, a diagnostic that tests whether a company's brand is an asset it owns or a dependency it rents. Jarno Voigt is the author of Owned or Rented, a diagnostic that tests whether a company's brand is an asset it owns or a dependency it rents. He named and built the identity for NORVATO, a Visma spin-off of 23 companies, and designed and led its portfolio Growth Accelerator as equal partner with Vincent Kloeth. Jarno Voigt is the author of Owned or Rented, a diagnostic that tests whether a company's brand is an asset it owns or a dependency it rents. He named and built the identity for NORVATO, a Visma spin-off of 23 companies, taking it from brief to launch in 13 weeks, and designed and led its portfolio Growth Accelerator as equal partner with Vincent Kloeth. Before that he ran PR and the Team Visma | Lease a Bike sponsorship for Visma in the Netherlands and Belgium, and spent five years on national campaigns for Dutch ministries, during which he also created and presented the podcast De Gedragsvormers. He holds an MSc in Communication Studies from the University of Twente. Copy bio ## About Brand, communications and growth, in that order of arrival. I started in government communication, moved into corporate PR and sponsorship, and ended up naming a company and helping run growth across its portfolio. Each step taught the same lesson from a different side: the brands that hold up are the ones built into how a company runs, not the ones described in a guidelines document. [More about me](http://jarnovoigt.com/about?hsLang=en) ## New essays by email, on Tuesdays. The same piece that goes on this site, the morning it goes up. Nothing else, and you can leave with one click. [hello@jarnovoigt.com](mailto:hello@jarnovoigt.com)   [LinkedIn](https://www.linkedin.com/in/jarnovoigt/) Jarno Voigt Owned or Rented is a framework by Jarno Voigt.