Ideas
Thinking out loud.
We write when there's something worth saying. Mostly about why people do what they do. Which is rarely what they say. No schedule, no filler. If you want to know how we think, this beats the About page.
Behaviour
How Treatonomics reshapes consumer behaviour
Kantar calls it Treatonomics. Small rewards people grant themselves to get through the day.
Behaviour
The Baader-Meinhof effect in branding
Saturday, somewhere near Tienen. We’re on the bikes and we stop at a crossroads. A car pulls up. An Infiniti.
Strategy
Why the best workshops aren’t led by insiders
The best workshops get interrupted. Yes, interrupted. By an outsider.
Strategy
The B2B customer journey is a decision lab
Mention a customer journey workshop and most B2B leaders picture sticky notes on a wall.
Strategy
The importance of that other why
There’s the famous book on why. And then there’s the other one. The unfriendly one.
Branding
The competition isn’t who you think
Too many businesses approach their market like a league table.
Digital & AI
The customer journey doesn’t start where you think it does
Most customer journey maps begin at awareness. The first campaign. The first click.
Behaviour
When football becomes behavioural science
I’m not here to convince you that marketing is like football. But I did read a study that made me smile.
Digital & AI
Where influence hides: in conversations, not campaigns
Influencer marketing doesn’t need another cheerleader. The hype cycle has run its course.
Branding
Your competitor isn’t your benchmark
When your car starts to slip on a wet road, every rally driver knows one thing: don’t look at the tree.
Behaviour
Your customer doesn’t care about your funnel.
Most customer journeys are built from the inside out. We start with our product.
Behaviour
The strawberry yoghurt principle
I’m standing in the dairy aisle. Someone next to me reaches for a high-protein strawberry yoghurt. No obvious hesitation.
Branding
Absurdity in advertising: a smart strategy in a rational world
A flame-eating baby. A fishmonger in need of a keyboard. A man on a horse your man could smell like.
Behaviour
How to make gamification work in marketing
Gamification works. Not just because it’s fun. Because it taps into something deeper than fun.
Behaviour
Your generation doesn't exist
Millennials stopped drinking beer. Gen Z ghosts phone calls. Boomers still read newspapers.