There is no such thing as Free Pizza.


Blog article

Luring people to your store with misleading texts. That’s how 99% of marketing is done, unfortunately. Promising high speed, unlimited internet access, an unbreakable telephone, a eco-friendly diesel car, a sustainable risk-free mortgage, ‘real’ sustainable coffee beans, an authentic Gucci bag, the best hospital care in the country, an all-covering insurance policy, zero sugar cola, […]

June 19, 2018

Finding the purple cow: the wildcard to success


Blog article

Seth Godin is one of my all time heros. The way he explains marketing, the success of value propositions, how to engage with customers and other topics, really keep me on the edge of my seat (metaphorically and literally). He has written a book called: The Purple Cow, which basically speaks about the importance of […]

June 3, 2018

Putting the Brand back in the Design Thinking process


Blog article

You are your brand. Just as ‘we are our brain’, companies ‘are their brand’. It defines why they exist, why they do what they do and what distinguishes them from competition. The often quoted Simon Sinek framework of the ‘why, how and what‘ is a perfect way to answer the question: ‘why are we doing […]

March 13, 2018

Be consistent in your experience, but stay true to your brand


Blog article

A US Verizon user got 53 hardcopy mails from Verizon, thanking him for choosing eco-friendly, paperless e-billing (!). Not only is this super, super ironic, it’s also very inconsistent from a customer journey-design perspective. Let’s talk a bit about consistency in designing experiences. McKinsey had a very good article back in 2014, about the notion […]

November 28, 2017

What do cool brands have in common?


Brand & Product innovation

Click to enlarge Have a look at the image above. This is the result of a fairly recent study carried out under 1,100 teens. Apart from the fact that Google scores incredibly high with 2 (!) of their brands, what are some other aspects that connects the highest ranked companies? If we take a closer look, […]

August 17, 2017