Fight The Average is out now!

The new book by The Brand Guys, published by Lannoo, is a powerful manifesto against mediocrity.

Fight The Average

In an era where average has become the norm, Fight The Average arrives as a bold call to action. In this book, The Brand Guys founders Dries Henau and Yuri Vandenbogaerde share their no-nonsense approach to creating extraordinary brands.

With global experience – from launching WASBAR in Belgium to repositioning hotels in Kenya and Aruba – their message is clear: dare to be different. Fight The Average promotes a culture of creativity and authenticity, where brands aren’t just selling products, but creating lasting experiences.

This isn’t your typical branding handbook filled with predictable advice. It’s a wake-up call. Mediocrity is everywhere – from hotels to coffee shops – and the result is a sea of sameness. Through practical tips and real-world stories, this book helps businesses and entrepreneurs stand out in saturated markets.

Using their proven UnAverage Framework™, Henau and Vandenbogaerde show how brands can break free from the grey mass and reclaim relevance. They apply the same method used for international names like Boardwalk Hotel Aruba, repositioned into a high-end adults-only boutique brand without losing its soul, or Emboo, a Kenyan safari camp transformed to attract a new generation of travellers. The framework also shaped concepts like The Ostendian — the first new hotel in Ostend in over 25 years — and Mr. Smith, a traditional travel agency turned into a digital “travel butler” brand.

They also examine major global brands through this lens. Why does Aesop remain relevant without spending on traditional advertising? How has Jacquemus built cult status by defying every convention? What makes The Ritz-Carlton synonymous with hospitality — not by selling luxury, but by creating emotion? And why do so many modern brands feel generic, while a few manage to build unforgettable identities?

"Fight the Average is more than a book about branding. It’s an invitation to think and build differently — to choose courage, identity and emotional connection over safe, algorithm-driven predictability. In a world where everything looks the same, only the UnAverages are remembered."— Dries Henau & Yuri Vandenbogaerde, The Brand Guys

This book is more than a guide — it’s a wake-up call for businesses at risk of blending in. The authors encourage readers to stop competing on price or visibility, and instead aim for impact. With inspiring case studies from both global giants and local heroes, they show how strategy and storytelling can make a brand truly resonate.

Availability: Fight The Average is available at your local bookstore and online via Standaard Boekhandel, Bol.com and other major retailers.

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