Dear entrepreneur, For many, 2025 felt like the  year of AI. And without a doubt, it was. AI accelerated, simplified, and democratized things that used to require more time, more people, and bigger budgets. But at the same time, we noticed something else happening… AI mainly exposed just how average our world had already become. Campaigns started to look even more alike. Brands adopted the same tone, the same promises, the same visuals. LinkedIn began to feel like one endles

What a night. On May 28 we officially launched Fight the Average  — and we did it our way: bold brands, strong stories, good people and...

The new book by The Brand Guys, published by Lannoo, is a powerful manifesto against mediocrity. Fight The Average In an era where...

Last weekend, we found ourselves wandering the halls of the Louvre. Or, let's be honest, being herded along with hundreds of other...

Occasionally, we get summoned to spread our love for crafting unique brands and ideas. Hand us 2 microphones, and we'll chat your ears...

In March 2025, the city of Ostend is set to unveil its first brand-new 4-star hotel since two decades: The Ostendian. Nestled in the...

The Brand Guys have been entrusted by Flow Hospitality Group (C-Hotels) and Vastgoed Degroote to craft the Brand and Hospitality Concept...

Awards speak volumes, don’t they? Or maybe not, who knows. In 2020, PAC and L’Oreal tasked us to modernize the stale hair salon design...

It's no secret that we are living in a world of average. Restaurants, shops and hotel lobbies, entire cities even: they all seem to blend to

Aēsop was sold to L'Oréal for an astronomical amount of €2.5 billion. We take a look at how the brand was built.