Building out of the ordinary concepts & brands
Fight The Average
The Manifesto for Bold Brands in a World of Average
Fight The Average is not just a book. It’s a battle cry. A wake-up slap for anyone tired of sameness in branding, business and beyond. Written by Dries Henau and Yuri Vandenbogaerde – founders of The Brand Guys – this book dives head-first into The Age of Average: a world where brands blend, creativity is smoothed out, and risk is treated like a disease.
Through bold storytelling, iconic cases like WASBAR and multiple clients, and the UnAverage Framework™, this book shows you how to make your brand felt – not just seen. It’s not about being louder. It’s about meaning more.
Because “seen” is just visibility. “Felt” is impact. And resonance beats recognition, every damn time.
Based on our UnAVerage™ Framework
This isn’t “just” a template. It’s a door-opener to our entire way of thinking.
Over the last decade, we’ve crafted multiple concepts brands using this exact framework. Not hypotheticals. Real work. Real brands. Real results.
From our very own WASBAR & Chez Claire to The Ostendian, Boardwalk Hotel Aruba. From food disruptors like Foodmaker to fintech gamechangers like Delta by eToro and Match Group. We've helped brands shift from seen to felt.
We call it our UnAverage Framework™.
Because average is everywhere.
Average is safe. Predictable. Forgettable.
And your brand? It deserves better.
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The exact tools & frameworks from Fight The Average, ready to shape your brand. Delivered directly to your inbox.
