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 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.
Branding
Does your brand sound like a machine?
Scroll long enough and it starts to blur. You notice the tone first. Friendly, helpful, a bit witty.
Branding
The gap in the market is called ordinary
Marketers love adjectives. Crunchy crisps. Creamy spreads. Silky oils.
Branding
Why is WIT.agency called WIT?
Three letters, two languages, one agency. The name is simpler than what it means.
Branding
The illusion of authenticity
We’ve been saying it for years: customers crave authenticity. Brands need to be real.
Strategy
The 70% rule
Great quiz shows follow the 70% rule. The viewer knows about 70% of the answers.
Digital & AI
Google shifts the search paradigm
At I/O 2025, Google rolled out what looked, on the surface, like a series of polished AI upgrades.
Behaviour
There’s only so much a nudge can do
You put the healthy snack at eye level. You make the button green. You tell people what others are doing.
Branding
Tell them it's not for them
Eight experiments found that saying who a product is not for can win over the right customers. What that means for your positioning.
Branding
When Strava tells you something about branding
They say if it’s not on Strava, it didn’t really happen. So yes, I post there.
Digital & AI
De prijs van gemiddeld
The price of average is now zero