The Brand Guys

25/09/2026

Word of mouth is the one thing in hospitality you cannot buy or brief. Years of building hotel and restaurant brands taught us that guests carry home some concrete details, and it tends to be the details that looked slightly unreasonable on a spreadsheet.

Five of them, from our own projects.

22/09/2026

Ze bouwden WASBAR, Chez Claire en Ambassy, verkochten ze alle drie. En begonnen telkens opnieuw.
en van bouwen vandaag merken voor hotels en KMO’s wereldwijd. Hun boodschap? Gemiddeld zijn is het duurste wat een ondernemer kan doen.
In deze aflevering leggen ze uit waarom er maar drie strategieën bestaan, waarom kiezen geen omzet kost maar oplevert en wat er bijna altijd ontbreekt als ze bij een bedrijf binnenkomen.
Daarnaast helpen ze met KMO’s en familiebedrijven hun unieke plek in de markt te vinden.
Ze zijn ook eerlijk over hun eigen fouten. De investeerder die ze wegstuurden. De deal die ze verkeerd onderhandelden. Het team dat ze niet konden opbouwen.
En ze onthullen een primeur: een AI-tool die hun volledige methodiek bevat, zodat ook kleinere ondernemers ermee aan de slag kunnen.

Bekijk de aflevering op Spotify, Youtube of via link in bio.

Abonneer je en geef 5 sterren als je deze gesprekken waardevol vindt.

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Met dank aan onze partners:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
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* : begeleidt ondernemers via strategische opleidingen en trajecten om het volledige potentieel van hun onderneming te bereiken. Meer info via ⁠⁠www.blackbirdevents.be

10/09/2026

The reasons people book and the way people actually travel are not always the same thing. That gap is where we do most of our work.

Which of these did you recognise?

We’re The Brand Guys and we create out of the ordinary concepts, brands & experiences in hospitality.

17/06/2026

Meet COBRA™ 🐍 - Our Collaborative Brand Innovation program for founder/owner led teams & family businesses. Discover more on www.thecobraprogram.com or link in bio

17/06/2026

The COBRA™ Program website is live!

In this video, we let the people who gained clarity and built their brands with this trajectory do the talking.

COBRA™ is our collaborative brand Innovation program for Entrepreneurs, Founder/Owner led teams and Family businesses. Six sprints, twelve weeks, one complete brand strategy and identity built TOGETHER with your team. The client brings the knowledge, history and data. Dries & Yuri bring the UnAverage framework, strategic vision, the creative firepower, and the honesty to challenge all of it.

Because brands aren't built by agencies, they are built through internal alignment. And we're happy to help make that happen.

See the full picture at www.thecobraprogram.com

25/02/2026

Founders need to give their teams clear handles and tools for self-governance. A well-defined brand helps with that. Even stronger is when that brand is created and defined together with their core team.

That’s exactly why we created our BAAS™ trajectory. With our Brand-as-a-Service approach, we go through our UnAverage Framework™ together and build brands side by side with founders and their teams. In 6 sprints of two weeks, fully focused on co-creation.

We’ve already helped dozens of CEOs, company owners and their teams build a strong brand while getting 100% aligned.

Interested in this powerful approach? Send us a DM and we’ll tell you more.

13/02/2026

Alleen maar goed nieuws in ons laatste newsletter! Enjoy!

Some exciting things to share

03/02/2026

BAM 💥 Marketing Book of the Year.

Incredibly proud that Fight The Average was crowned Marketing Book of the Year by the Belgian Association of Matketing.

Thank you to the selection committee, the marketing community, the voters, and everyone who believes brands should be felt, not averaged out.

This one’s for everyone who dares to stand out. 🕺🏻
Let’s keep fighting!

12/01/2026

🚨 We need your help! 🚨
Our book Fight the Average has been nominated for Marketing Book of the Year by BAM (Belgian Association of Marketing). The winner is selected through public voting, so we would really appreciate it if you could vote for us. It only takes two clicks: https://eu.mar.medallia.com/?e=100006823&d=l&h=DA372B84C9BC01E&l=nl 🙏

15/12/2025

The very first Foodmaker Café is open! 🥕🍻
After a year of co-creating, designing and refining, we’re proud to see the concept come to life at Silversquare Brussels. Not just an extension of the retail brand, but a true hospitality experience with its own energy, flow and atmosphere.�
From the farm buffet to afterwork on tap! This café blends farm-to-fork roots with feel-good urban energy. This is the blueprint for the many Foodmaker Cafés launching across Europe with the support of Kharis Capital.

Big thanks to the whole Foodmaker family for the trust and vision. And Tailormate for bringing it to life in such a distinctive way.