• AVERAGE IS ELSEWHERE

    Most brands don’t lose because their product or service is worse than the competition. They lose because they say the wrong things to the wrong people—and say it badly.


    We fix that.

    ✔️ We speak to your best customers.

    ✔️ We uncover what drives their buying behavior and decisions.

    ✔️ Then we turn that into strategy, messaging, and AI-ready content that sets you apart and sells.

    Watch our manifesto.

Most brand strategy fails
because it’s fiction.


When it’s time to build a brand or market a product or service, most traditional agencies retreat into strategy theatre: Legacy models. Bloated frameworks. And 80-slide decks designed to impress the room—not move the market.

If they sound like they know their shit, it’s only because they’ve sold the same story too many times before.

What you actually need:

  • Marketing insight from real customers — what drives their decisions, beliefs, and behavior?

  • Tailored positioning that earns attention and trust with your specific audience.

  • Strategy, messaging, and content that drive both short-term sales and long-term growth.


What you usually get:

  • GPT-built personas and funnels designed to impress the C-suite—not connect with your customers.

  • Recycled, generic playbooks with zero connection to your market or your audience.

  • Creative busywork and trend-chasing that drives no recall, no revenue, and no results.

That’s a problem—and the first thing we fix.

Build your brand on fiction and messages miss.
Sales stall.
Growth slows.


We do the groundwork and the heavy lifting—by going straight to the source. We interview your best customers, pull apart their thinking, and map what actually drives them to buy.

When your marketing message mirrors their mindset, your audience shows up—and sticks around.
Simple as that.

We turn customer truths into brand traction—in four simple steps:

  • 1. Truth That Sticks

    We talk to your customers to decode what makes them buy, switch, act, or walk away.

    #research

  • 2. Strategy That Scales

    We turn customer truth into positioning that scales—built for traction now and growth later.

    #direction

  • 3. Messaging That Wins

    We build a brand voice that moves the right people—and tells the clearest story.

    #connection

  • 4. Content That Converts

    We craft—or help you craft—content that is quoted by AI search and felt by humans.

    #execution

AMSTERDAM | TILBURG

TWO PEOPLE. ONE UNFAIR ADVANTAGE.

Every Biarritz service is powered by two seasoned specialists working in deep collaboration. We ask the hard questions and dig deep. Until we find what really makes your brand tick—the truths, the guts, the heartbeat.

Then we help you shape it into something impossible to copy—and impossible to ignore. By humans. And by AI.

  • Desirée Kolman

    Cuts through marketing theatre with customer truth. Founder of Babelfish. Strategic researcher. Brand strategy blowtorch. AI growth shaper

    #CustomerClarity

  • Jeroen Meulman

    Transforms strategy into messaging and content that moves the right people. Founder of Biarritz. Content strategist. Brand correspondent. AI editor-in-chief.

    #LivingContent

Let's talk.

  • WE CRAFT

    We dig into how your audience thinks, decides, and buys. Then build positioning, messaging, and content that’s structured for AI and felt by humans.

    > Stop the strategy theatre. Start performing.

  • WE SHOW

    No agency secrecy. We map the whole play—strategy, content, authority—and show you how to conquer your space.

    > Strategy Guide. Content Guide.

  • WE TEACH

    We don’t drop a 100-slide deck and leave town. We train your team to create content that ranks, resonates, and keeps them ready for whatever’s next.

    > Coming soon.

  • WE SIGNAL

    No recycled trends. Just exclusive insights from Jeroen and Desirée—straight from the frontlines of what works, what doesn’t, and what’s about to hit.

    > Stay informed.



‘The excessive SMOKE AND MIRROR MARKETING Bullshit. the MIND-NUMBING AGENCY SECRECY AND Bureaucracy. IF YOU CALL THAT PROGRESS, THEN BIARRITZ IS THE CLIFF PROGRESS BASHES AGAINST. AND I WILL NOT BE THE ONE WHO BREAKS.’

JEROEN MEULMAN, FOUNDER AT BIARRITZ:

IT’s HERE. IT’S CLEAR.
AND IT’S ABOUT DAMN TIME.


Real talk. Real results.

We’re marketing-speak intolerant. If it doesn’t move people—or product—it doesn’t make the cut.

Strategy, built on truth.

Research-backed brand communication grounded in what your customers actually say, want—and buy.

All signal. Zero ceremony.

No project managers. No handoffs. You work directly with the people doing the work—delivering high-impact strategy, messaging, and AI-ready content without the agency drama.

Radical transparency

Most agencies act like exclusive clubs. You pay a premium to get in—then get left in the dark about services, pricing, and who’s doing the work. We open the books—on the what, the why, and the who—from day one to day done.

Fixed, fair pricing.

Clear totals upfront. No surprises. No budget blowouts. Accessible for founders and brands—big or small.

★★★★★

“The best reason to work with Biarritz is that you don’t want these two playing for the other team.”
— Manuel Diez, CEO Temporales Group Ltd, Madrid & Lisbon

Ready to stop explaining
and start resonating?


Whether it’s a product, a service, or a belief—if it needs to be bought or backed, we help brands connect with and move the right people.

 Let’s talk.