Robert D.B. Leinders-Krog

principal transformation & branding, ceo, founding partner

“We have always done it that way! – are the 7 most expensive words in business today.”


Robert Leinders-Krog is a founding partner of XY01 and its ceo. With his international background and passion for great branding, he is one of the leading strategic brand consultants in the Nordics. Speaking four European languages fluently, and having worked in most European countries, he is truly an international advisor, transformation facilitator and keynote speaker.

He has extensive cross-cultural branding and organisational transformation experience from working as a lead consultant and operational director for brands such as Hilton, Chrysler, SAS, Rezidor and Hard Rock Cafe. The past decade he has worked as a senior advisor for the Brand Management Group, and as managing director for Brand Marketing Associates, BITE Agency (which he founded in 2011), thebrandproject* (founded in 2016) and today as ceo for XY01, a specialist branding, transformation and venture company.

Robert believes in the power of collaboration and is an expert in finding just the right combination of talent to identify, create and drive growth for companies and concepts in an ever changing world.

His client and project expertise ranges from international brands such as Kongsberg Group, Wilhelmsen Shipping, Adidas, Red Bull, Hyundai, Mercedes, Ben & Jerry´s and Daniel Wellington, to more local Nordic brands like TV2, Bavaria Nordic (BMW, Porsche & Mini), Hennig Olsen Is, Operakvarteret, DNB, Feelgood and many more.

Linkedin Profile: linkedin.com/in/robertleinderskrog