CEO and Founder of XY01

Robert D.B. Leinders-Krog

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 advisors 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. 

His client and project expertise ranges from international brands such as E.ON, Hafslund, re:now, Kongsberg Digital, 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. 

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.

The Company


X.Y.0.1. is a boutique management consultancy. Through strategic brand management and technology leadership, we create the brands of tomorrow. Together with you

Brand is everything. Simple, not easy.

We work with ambitious companies. No matter who you are or where you are going.

Together we test, develop and implement, we try and fail. We challenge the established truths, drive transformation processes and uncover unique growth opportunities for you and your company.

We help you define what you should, or shouldn’t, be doing. Together we develop new holistic concepts and strategies with one ultimate goal: creating the brands of tomorrow.  We define your identity, build the strategy, and the technology that will enable and future-proof your organization.

Are you one of those who see transformation and change as a means to achieve greater success, and are not afraid of changing the status quo? Then we should be working together.



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