Welcome to The Mine,
a brand strategy and marketing studio that helps leadership teams and athletes unlock their unique potential.

From Hidden Potential to Everyday Impact.

Trusted by marketing leaders at modern consumer and B2B brands

Are You Sitting on a Goldmine?

From our experience you probably are. So yes!

We believe every brand holds a treasure trove of untapped potential
—it’s just a matter of finding it.

With our expertise, we craft strategies that extract real value, digging deep into your brand’s insights to ensure every action drives impact.

We bring your brand to life through innovative campaigns and branding strategies that truly resonate with your audience.

We measure, adapt, and refine, keeping you connected and relevant.
Remember, a strategy is never better than the output it creates.

At the end of the day, we’re here to strike gold. We call it Brand Mining.

Services

Brands

Brand Strategy
Let’s cut through the noise and nail down what your brand really stands for.
We’ll help you define your identity so it resonates with your audience like a perfectly timed punchline.

Activation & Campaigning
Forget the cookie-cutter approach!
We’ll dive deep into innovative research and craft campaigns that don’t just make noise—they create a buzz that gets people talking and attracts them further down the funnel.

Creative Sparring
Think of this as your creative gym session. Brainstorming and refining concepts until they shine brighter than a freshly polished trophy.

Marketing Mix Audit
Time for a reality check! We’ll take a good hard look at your current strategies and ensure every piece works together like a well-rehearsed ensemble cast. No one wants a flat performance!

We call it brand mining.

Athletes

Personal Branding
Think of us as your branding sidekicks!
We help athletes carve out their personal brand like a sculptor with a vision, making sure it vibes perfectly with your career goals and values. Let’s make your story shine bright like a diamond!

Attention Valuation
What’s your worth in the spotlight?
With our Attention Valuation solution, we’ll help you figure out your commercial value and show sponsors just how much they stand to gain by teaming up with you. Spoiler: it’s a lot!

Sponsorship Strategy
Let’s not leave money on the table!
We’ll help you maximize your market value with smart sponsorships that fit your brand and career aspirations like a glove. It’s all about making those connections that count!

Legacy Building
Every athlete dreams of leaving a mark, and we’re here to help you plan for that lasting impact beyond your playing days. Let’s build a legacy that’ll make waves long after the final whistle blows.

Hi! I’m Mads. I'm a brand strategist, or as I like to proclaim, a brand catalyst.

With over 18 years of experience in marketing as an integrated planner, business developer, and leader, I specialize in helping brands and athletes find clarity and inspiration that drive real results. My focus is on reshaping brand strategies, unlocking creative potential, and moving clients from stagnation to growth.

Driven by a growth mindset, I’m constantly generating fresh ideas and connecting people and brands in meaningful ways. That’s why my network is my secret currency.

  • Marketing is simply sales at scale. Understand your customers and funnel.

  • Consistency compounds creativity, but without creativity you can’t cut through the clutter.

  • Keep it simple. Only change what’s broken, not just because you're tired of it.

Let’s mine your brand! 

At The Mine Group, every client engagement is powered by a curated team of specialists—drawn from a global pool of industry-leading specialists and freelancers.
This flexible model ensures that our clients receive highly specialized solutions tailored to their unique challenges.

Clients Say

We don’t mine if you don’t call us.

Jokes aside,
we always get excited when people share their goals and dreams with us.
A few details are all we need to start exploring Brand Mining.