Most brand strategy projects go one of two ways. Either you hand everything over to an agency, pay a lot, and get back a beautiful brand that somehow doesn't quite feel like yours. Or you try to figure it out yourself, get lost somewhere between your mission statement and your fourth logo concept, and end up with something that's fine — but forgettable. There had to be a third way. That's The COBRA Program™. What The COBRA Program™ actually is COBRA stands for Collaborative B

This still feels a bit unreal to write, but here we are. Fight The Average has been awarded Marketing Book of the Year. By BAM. By the marketing community. By thousands of professionals who took the time to vote. When we started writing Fight The Average , winning awards was never the goal. The book came from frustration. Frustration with how brands are starting to look, sound and feel the same. With how safety and algorithms are slowly replacing creativity. With how “good e

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.