The Brand Guys

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.

08/12/2025

We’ve been a bit busy last week. 😅 Thanks , and for having us! 🫡 Inspiring people to fight the average. 💪👯‍♂️

01/12/2025