In focus
Blogs about brand strategy, brand identity and how to stay relevant in a time when AI accelerates everything. My essays are for serious readers.
The cowboy era is over
Work that rolls out of an AI without human input carries no copyright. Sell that to a client and transfer the rights, and you're transferring nothing. Since 2 August 2026, Article 50 of the EU AI Regulation has been in force, and Anthropic is marking the text from its latest Claude models with an invisible watermark. If you write it yourself, edit it and put your name to it, you're in the clear. But what about "human"-generated content, actually?
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AI that strengthens your luxury brand and AI that hollows it out
Research into luxury brands shows when AI actually damages your brand: the moment emotion is involved. Where that line lies, and what it costs.
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AI and brand strategy: the bar goes up, not down
Student Beau Broekaart investigated what AI does to the marketing profession. His conclusion: the bar goes up. Your brand becomes more valuable.
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Your business is growing, but your brand is thinning: why brand strategy only really begins now
Brand strategy isn't a marketing expense, but the foundation for growth. Why it becomes urgent the moment you take on staff.
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The brain is not a computer
The brain is not a computer. What neurobiology teaches us about AI, humanity and why a strong brand can never be taken over.
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Forty per cent of his time doesn't go to AI: what Dario Amodei teaches you about leadership
Dario Amodei, CEO of Anthropic, spends forty per cent of his working time on culture. What every entrepreneur can learn from this unusual leadership.
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Brand strategy and AI: what no algorithm will do for you
AI builds brand documents. What it cannot do is install the conviction that brings a brand to life. Discover why your distinctive edge lies precisely where brand strategy and AI do not meet.
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Why humanity is your greatest asset in the AI era
AI now gives everyone the same superpowers. The same answers. The same templates. And yet some professionals will soon be worth more than ever. The reason? Humanity — not as sentiment, but as strategy. Real knowledge only emerges when you combine information with what only you bring: your experience, skills and attitude.
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The silent evaporation of ownership
How responsibility dissolves in an era of autonomy, hybrid rhythms and digital hiding places. In hybrid work cultures and digital environments, taking responsibility has become increasingly less self-evident. Teams become fragmented, communication deteriorates and autonomy often transforms into non-commitment. Responsibility only re-emerges when people meet each other, name boundaries and are willing to have difficult conversations.
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Visual branding as a strategic choice and not as decoration
Visual branding is not decoration; it's strategy. Your logo, colour and typeface determine how customers recognise and trust you. Discover why poor visual design makes you generic and how to approach it strategically.
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Logo design: 4 tips for a stronger brand
A good logo design is more than something beautiful. It communicates, is relevant, unforgettable and technically perfect. Discover the four fundamental principles that take your brand from generated to made.
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Blending in your brand identity creates connection with your customer
Blending is the art of subtly integrating your brand identity into customers' lives. Today, it's no longer about logos that stand out, but about brands and identities that fit together seamlessly. The four pillars of blending are transparency, framing, personalisation and boundary blurring — and brands that master them create not only recognition but also genuine connection.
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Choosing a brand architecture that ensures you don't get lost
Brand architecture determines whether your customers understand you or get lost. Discover the four classic models, plus the fifth model for companies that don't fit in a box. With concrete cases and a practical matrix to choose your right model.
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How do you build a brand identity that sticks?
Brand identity goes much further than a nice logo; it's the soul of your company. This article teaches you how to strategically deploy your core values, visual elements and brand personality. The gems; clear core values, authentic storytelling, consistency and emotional connection with your target audience are what makes your brand truly memorable.
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How do you let tone of voice make your brand truly speak?
Your brand has a voice. A real voice. And that voice isn't the generic, pre-chewed phrasing that 90% of your competitors use. But your unique way of saying what you do, why you do it, and why someone should listen. That voice determines more than ever what your customers think of you, remember and ultimately choose.
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An ode to the lost pen in the AI era
On 15 November 2024 I fell off my bicycle in the Noorderplantsoen. Two months later I could no longer read my own signature. That year I learnt anew what writing is, at a time when a language model does it faster than I ever could.
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Your brand feels good, but it doesn't click
There are those moments when you look at your own brand and think: this is right. The form, the tone, the photography, even the mission on the about-us page is quite well articulated. Everything feels in order. Yet it remains quiet — no new enquiries, no warm leads, no conversation in which someone says: you're exactly who we're looking for. This article explains what's still missing.
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Which archetype truly fits your brand identity?
You've got everything in order, but where is your character? Many businesses get stuck in hollow phrases like 'quality', 'commitment' and 'personal approach' — concepts that could appear in any random brochure. The right brand archetype gives your brand direction, recognisable character and true distinctiveness.
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How do you build a strong personal brand?
You're already a personal brand — whether you like it or not. Every email you send, every meeting, every LinkedIn profile tells a story about who you are and how you want to be seen. And that's precisely where it gets exciting: if you don't tell your story yourself, someone else will do it for you.
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Personal branding for entrepreneurs with character
Personal branding for entrepreneurs is not a luxury for influencers, but a necessary strategy for anyone who wants to grow seriously. As an entrepreneur, you are the brand yourself. Personal branding is not a glamour layer and not a trick — it is simply the difference between being seen or disappearing into the crowd.
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Your name is already your brand. Put your signature to it.
You run a business you're proud of, deliver quality and think creatively alongside your clients. And yet… it remains quiet. Meanwhile you see others popping up in podcasts, at events, on inspiration lists — and they seem to attract clients effortlessly. The difference isn't in talent, but in the strategy behind their personal brand.
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Personal branding is dead. Long live real connection
Never before has it been so easy to position yourself as an expert — and never before has it been so difficult to stand out. The platforms are overcrowded, the algorithms unfathomable and your audience's attention span shorter than ever. Yet there is a path through the noise: real connection instead of polished personal branding.
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