The Brand Guys

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

19/11/2025

Hoppaaa! Great news. BAM, the Belgian Association of Marketing has selected Fight The Average as Marketing Book of the Month! Which also means… we’re automatically in the running for Marketing Book of the Year 2025. 🙌😦 Pinch us!

A pretty big honor, and a solid recognition of everything we’ve been building with our UnAverage Framework.

And because all good news comes in clusters: we’ll also be speaking about Fight The Average at the on 5 December, at 11:00, at the BAM Café. If you’re around, come say hi.

Exciting times!
Let’s keep on fighting the average with us. 🫡

18/11/2025

WIN het boek Fight The Average van The Brand Guys! 🎁

In onze nieuwste aflevering van Ondernemerspraat delen Dries Henau en Yuri Vandenbogaerde hun no-nonsense visie op branding, identiteit en klantbeleving. Wil jij ontdekken hoe je een merk bouwt dat niet opgaat in de grijze massa? Dan is dit hét boek dat je wil lezen en jij kan het winnen!

Hoe doe je mee?
👉 Volg Ondernemerspraat
👉 Volg The Brand Guys
👉 Laat in de comments weten: wat is jouw grootste ergernis in hospitality?

We kiezen 25 november een winnaar. Veel succes!

10/10/2025

Confetti and coconuts! 🥥🍹

has been crowned by Michelin with 2 Michelin Keys! This rare honor places them among the world’s finest hotels. 🌴✨

We want to congratulate the entire Boardwalk team on this incredible achievement. We couldn’t think of a more deserving team. 💙

Not only has this collaboration been super enjoyable and collaborative, but also fun, thrilling, and incredibly warm. The management has a crazy way of connecting people to make big things happen.

At The Brand Guys, you know we’re all about Fighting The Average, and the Boardwalk team has always trusted us with our visions and ideas. All the more, this one sentence from the Michelin jury really warmed our hearts:

“Our inspectors were impressed by your establishment’s ability to distinguish itself among thousands of hotels.”

With love,
DY

08/10/2025

On general request: an overview of our upcoming keynotes. Catch us there!