BrandQs
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BrandQs journal
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Ideas, observations and deeper perspectives on brands, people and a changing world.
47 articles
29 September 2026 · 6 min
Duolingo: what works behind the green owl
Recognition, enjoyment and a system for learning. What brands can learn from the Duolingo Handbook and the 2026 update.
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30 June 2026 · 1 min
How to compete with ODOO
Conceptual draft. See ptt
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14 May 2026 · 1 min
F*CK it!
Life is short. Believe in yourself. Do your own thing if you think that is what you need to do.
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13 May 2026 · 6 min
UNCAPPING THE AM OPPORTUNITY. More Beer!
This strategic analysis for BrandQs.be outlines a "Blue Ocean" pivot for global brewing leaders like AB InBev and Heineken, focusing on the untapped morning market. Strategic Summary Market Disruption : The brewing industry is shifting from traditional evening consumption to "morning restoration" to capture the "Sober Curious" and "Health as Wealth" demographics. The Blue Ocean Opportunity : BrandQs identifies a functional void in the 7:00 AM to 10:00 AM window, currently dominated by caffeine and high-sugar juices. Innovation Anchor : By stripping alcohol and fortifying beer with 15g of plant-based or whey protein, electrolytes, and B-vitamins, the product becomes a "Liquid Bread" meal replacement or recovery drink. The Corporate Athlete : The target consumer is the modern professional seeking high-performance hydration after morning HIIT or yoga. Category Expansion : Rather than competing with other beers, this strategy aims to steal "Share of Throat" from coffee giants like Starbucks and functional food brands like Huel.
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11 May 2026 · 1 min
Interview Byron Sharp
Interview with Byron Sharp (early days)
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6 May 2026 · 8 min
Techno optimism of our age still so largely undervalued by investors, governments and citizens. So strange! It is a fascinating paradox, isn't it?
It is a fascinating paradox, isn't it? We are living through a period where the "impossible" is becoming a weekly software update, yet the prevailing cultural mood often oscillates between cautious skepticism and outright doomerism. There are a few psychological and structural reasons why the world is late to the party on techno-optimism…
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5 May 2026 · 29 min
NVIDIA × Apple at WWDC 2026? An AI chatbot conversation: Gemini, Claude, ChatGPT and me as moderator
An archived AI chatbot conversation, moderated by me, with Gemini, Claude and ChatGPT about Apple Intelligence and the possibility of closer cooperation with NVIDIA. A discussion of probabilities, including speculative and disputed claims rather than confirmed announcements.
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12 January 2026 · 6 min
The secrets of Enduring Brands™
Most brands are built with dashboards. Enduring Brands™ are built with judgement. They understand data, but do not live inside it. They follow trends, but do not let them lead. They invest in marketing, but think in terms of value over time. This is more than a semantic distinction — it is a fundamentally different way of looking at brand building, growth and leadership. Where many organisations focus on quarterly results, Enduring Brands™ focus on lasting relevance. They build brands that withstand technological disruption, cultural shifts and economic cycles by consistently making the right strategic choices, rather than predicting everything. The fifteen principles below form a mental model rather than a checklist: a way of thinking that rarely appears in PowerPoint but recurs among brands that dominate their categories for decades.
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5 January 2026 · 3 min
Claude Skills: why creative guesswork is giving way to evidence-based strategy
Creative campaigns are still too often built on gut feeling. Claude Skills bring structure: analysing competitors' ads, detecting patterns and translating data into concrete creative strategy. No code, no guesswork — just faster, better-informed decisions.
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25 December 2025 · 4 min
How the advertising industry risks missing the point again
Those who reduce marketing to optimisation slowly optimise themselves out of relevance. Growth happens in the human brain rather than in dashboards.
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12 November 2025 · 2 min
A useful marketing podcast if you work in restaurants or hotels
When Will Guidara took over the struggling Eleven Madison Park at twenty-six, nobody could have imagined it would be named the world's best restaurant eleven years later. His secret? Exceptional gastronomy and a radical vision of hospitality as the most powerful form of distinction. In Unreasonable Hospitality, Guidara shows how any company, beyond restaurants alone, can turn ordinary moments into extraordinary experiences through one simple choice: give more than expected.
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3 November 2025 · 5 min
When things are not going well: the entrepreneur’s silent crisis
When a business struggles, many entrepreneurs feel shame, doubt and fear about discussing it. They cling to old patterns, postpone investment and hope the market will improve on its own. Meanwhile, revenue and margins fall, cash burns and uncertainty grows. Digital opportunities are visible, but often poorly understood or distrusted because of bad experiences with external partners. This standstill is psychologically understandable — status quo bias, the sunk cost fallacy and loss aversion — but dangerous for the business’s future. The way out begins with openness, reflection and an external perspective. BrandQs helps entrepreneurs rethink strategy, positioning, business models and marketing, challenge misconceptions and build realistic growth. Real change takes courage, starting with the willingness to talk. BrandQs provides guidance, clarity and direction, helping businesses grow again with confidence and focus.
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16 October 2025 · 4 min
How marketers can use SEMrush strategically for growth
SEMrush is much more than an SEO tool. For strategic marketers, it functions as an integrated market intelligence platform that turns data into insight. Connecting competitor analysis, content strategy, advertising data and performance measurement helps businesses strengthen their position, improve ROI and support marketing decisions with evidence rather than intuition. Used intelligently, SEMrush helps you understand markets and guide growth, beyond simply being found.
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11 September 2025 · 7 min
Sport sells: the Guinness case & Diageo’s brand formula
Guinness became number one through a smart combination of sports partnerships, distinctive brand assets and data-driven choices. Grainne Wafer of Diageo explains how rugby and Premier League sponsorship increase global brand relevance, how innovations such as Guinness Zero respond to consumer trends, and how the Diageo Way playbook puts brand building at the centre of the organisation. The core idea: reach, recognition and distribution work together as an unbeatable engine of growth.
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28 August 2025 · 3 min
How AI agents are transforming marketing for small SMEs
AI agents make marketing accessible and scalable for small SMEs. They handle repetitive tasks such as data analysis, content planning and advertising optimisation, saving entrepreneurs time and money. A bakery, painting business or software company can run data-driven marketing around the clock without extra staff. Human vision and strategy remain essential: AI multiplies entrepreneurial capability rather than replacing it.
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19 August 2025 · 10 min
Is AI a bubble, or the engine of a new industrial super-revolution?
Bubbles accelerate infrastructure, force innovation and select tomorrow’s champions. Nvidia and the hyperscalers build the bridge, while 90% of AI start-ups fall into the ravine. This time, digital liquidity smooths the bubbles: capital continually seeks new peaks and innovation never stops. The real horizon? Superintelligence, robotaxis and air taxis, defence AI, pharmaceutical AI, humanoid robotics, smart cities, and AI for marketing, climate, the brain and finance.
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7 August 2025 · 9 min
From data to action: how AI and robots could shape the future of trade marketing
From data to shelf action, fully automatically. Imagine AI analysing sales and category data, then sending robots to refill shelves, position displays and adjust promotions in real time. Explore a future of trade marketing where data directs and executes. Yeah, yeah…
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7 August 2025 · 4 min
How to build your own Marketing Catalyst: the secret weapon behind Diageo’s brand growth
How do you know whether to invest in TV, social or retail? Diageo’s Marketing Catalyst shows how smart brands allocate budgets strategically based on ROI, brand growth and context. This blog explains step by step how to develop a tool like this yourself — and why it prepares your marketing decisions for the future.
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29 July 2025 · 3 min
Why emotion is the hidden key to B2B marketing
B2B marketing involves more than figures and ROI. Decision-makers are often guided by emotion and reason. Using the Elephant & Rider analogy, we show how to combine both to build brand preference, trust and growth.
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28 July 2025 · 4 min
Building a distinctive B2B brand: online and offline
In B2B, success depends on trust and visibility as much as products. Brands that consistently invest in awareness online and offline increase their chances of being top of mind when decision-makers choose. Discover how consistent content, strong distinctive brand assets and human connections can make your B2B brand unforgettable.
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16 July 2025 · 4 min
You cannot build a brand in a quarter. It takes years. And everything you have.
We live in an age where dashboards speak faster than people, where marketers are judged in weeks rather than years. Where “instant” seems more important than “impact”. But building brands…
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30 April 2025 · 2 min
Give me your data, and I will tell you your strategy
Many businesses think they have a marketing problem. In reality, they have a data challenge. They rely on gut feeling, isolated insights or old habits. Yet the answers to their growth questions are often already in their own figures — they simply are not being read, interpreted or used properly. At BrandQs, we start with insights rather than ideas.
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30 April 2025 · 2 min
Why every young entrepreneur grows faster with strategic marketing and sales support
Your idea is strong. Your product is good. But without the right marketing, you remain invisible. As a young entrepreneur, you have no time to lose. You want to sell, grow and make an impact. Yet many…
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29 April 2025 · 3 min
Why the best marketing strategies already look beyond tomorrow
Forward-looking brands gain an edge through vision, clarity and courage, not AI alone. While many businesses still align their strategy with quarterly results, the smartest brands are positioning themselves for 2027 and beyond. They look past trends, avoid copying competitors and build a brand identity that can withstand technological acceleration, changing behaviour and economic shocks. Future-ready marketing is not about buzzwords such as “AI”. It is about direction, courage and making decisions today that will make a difference tomorrow.
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22 April 2025 · 3 min
You have 100 prospects, each worth €100 million a year. How do you win them?
I recently met a prospect with just 100 potential customers, each worth €100 million a year. He asked how I would approach lead generation. An interesting challenge: when every customer could generate €100 million annually and your market consists of a highly selective group of one hundred companies, your marketing needs to look fundamentally different. You cannot afford to be generic, noisy or superficial. You need surgical precision. Here, briefly, is the strategy I proposed.
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20 March 2025 · 4 min
Why too many Flemish entrepreneurs misunderstand marketing, and why it matters
Many Flemish entrepreneurs do not have a clear understanding of what marketing really is or what it can mean for their business. They lack the background, training and often the curiosity to recognise the power of a strong brand-led approach. As a result, marketing advice can feel like giving a crash course in VAT returns to a complete beginner: a necessary evil rather than a core priority.
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8 March 2025 · 1 min
Great minds think alike ;-)
AXA advertisement in Harvard Business Review, March–April 2025. MIT Professional Education ;-)
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28 February 2025 · 4 min
Sales
Sales. To be or not to be. That feeling…
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26 February 2025 · 5 min
Indaver: strategic waste management in a circular economy
Indaver is more than a conventional waste processor. It has positioned itself as a strategic partner in the circular economy and innovative waste solutions. With a strong focus on sustainability, technology and efficiency, it plays a crucial role in the transition towards a world where waste is a resource for new applications. Discover more.
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24 February 2025 · 8 min
Aertssen Group’s marketing strategy: building a strong brand
Founded in 1964 and based in Stabroek, Belgium, Aertssen Group has become a leading player in construction, lifting, transport and logistics. With operations in more than thirty countries and a workforce of 1,500, this family business has grown impressively. Its expansion reflects operational excellence and a thoughtful, effective marketing strategy. A brief analysis of its marketing approach and international expansion strategy.
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19 February 2025 · 6 min
DEME: from dredging to global leadership in offshore wind and maritime innovation
Originating in Belgium’s dredging industry, DEME became a global player in marine infrastructure, environmental technology and offshore energy. A business focused on port expansion and coastal protection grew into a technology-led multinational delivering complex projects from the North Sea to Asia and the Middle East. Its success reflects technological progress, strategic vision, sustainable innovation and international expansion. Discover the story here.
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12 February 2025 · 12 min
Duvel Moortgat: master brewers, marketing and strategic expertise
Duvel Moortgat is one of the world’s most iconic breweries, with a history dating to 1871. A small family brewery in Breendonk, Belgium, grew into an international beer group with an impressive portfolio including Duvel, Vedett, La Chouffe, Liefmans, Maredsous and many others. Yet the market is making life no easier for this accomplished brewer.
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10 February 2025 · 4 min
Lotus Bakeries: from local business to global icon (1985–2024)
Founded in 1932 in Lembeke, Belgium, Lotus Bakeries grew from a modest family business into a global player in the FMCG sector. Known for its iconic caramelised biscuits, Lotus Biscoff, the company combined traditional values with innovative marketing strategies and ambitious international expansion. This article analyses its evolution from 1985 to 2024, focusing on strategic decisions, marketing initiatives and their impact on business results.
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6 February 2025 · 19 min
FAGE yoghurt: unexpected success and a struggle for survival
A marketing strategy book from 2015 led me to an FMCG case about FAGE Greek yoghurt in the US. I then asked ChatGPT about the company’s situation and its initiatives since 2015 to turn things around. The discussion offered useful insights for Belgian businesses and prompted reflection on entrepreneurial courage and good versus poor marketing strategy. Judge for yourself.
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2 February 2025 · 4 min
Carhartt’s strategic product placement: a case study in authentic brand positioning
Product placement in Hollywood is a multibillion-dollar industry, but not every brand uses it equally effectively. While some companies seek maximum visibility in blockbusters, Carhartt takes a more strategic, psychologically informed approach. Rather than conspicuous, forced brand mentions, it builds deeper connections with viewers through stories that resonate with its core values: authenticity, work ethic and perseverance.
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1 February 2025 · 4 min
Choice architecture: how subtle choices shape customer behaviour
Choice architecture is one of the most powerful yet least understood strategies in marketing. It concerns how choices are presented and how this unconsciously influences which option a customer selects. Businesses, from software providers to retail brands, structure their offers to guide customers towards the most desirable decision, often without them realising it.
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29 January 2025 · 4 min
Simplify & strengthen your brand assets: lessons from Whiskas’ packaging design
In a world where consumers are inundated with brand messages every day, creating quick, effortless brand recognition is essential. Strong brand assets that are easy to decode help your brand stand out, stay in memory and be recognised at the right moment. Whiskas’ new packaging is an example of effective brand design that aligns closely with scientific insights into marketing and packaging.
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24 January 2025 · 4 min
Why one strong distinctive asset outperforms ten weaker ones
In today’s saturated market, with fragmented consumer attention and intense competition, distinctive assets matter more than ever. Research shows that brands thrive by being easily recognisable and memorable at decisive moments rather than through differentiation alone. Yet many marketers see a portfolio of multiple assets as the ultimate strategy. Although five usable distinctive assets would be ideal, a benchmark few brands reach, focusing on one exceptionally strong feature often delivers better results. Here is why this focused approach can transform your brand.
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21 January 2025 · 4 min
Unlocking your brand’s power: the art and science of unforgettable brands
In today’s crowded market, brands face a complex challenge: standing out and connecting with people amid a sea of competitors. At BrandQs, we combine pioneering insights with creative execution to help businesses build brands that attract attention and stay in memory. Here, we explore how brands become successful and how you can apply those lessons to your own strategy.
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17 January 2025 · 4 min
7 essential marketing resolutions for 2025: the BrandQs guide to growth
The marketing landscape keeps changing, but one truth remains: brands grow through smart, consistent strategies. At BrandQs, we believe progress starts with letting go of outdated marketing myths and embracing evidence-based marketing principles. These seven essential resolutions will help position your business more strongly in 2025, grow more efficiently, strengthen your brand and stay ahead of competitors.
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16 January 2025 · 4 min
The growth impulse: why B2B brands should focus on acquisition rather than retention
A debate has persisted in B2B marketing for years: should businesses focus on acquisition or retention to achieve growth? At BrandQs, we challenge myths and focus on evidence-based strategies that deliver measurable results. Drawing on research from the Ehrenberg-Bass Institute for Marketing Science, a global authority on empirical marketing insights, we explain why acquisition is the key to lasting growth for B2B brands.
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15 January 2025 · 4 min
The power of physical availability: keeping your brand on the radar
In a world where brands compete for consumer attention, it is easy to forget that marketing involves more than creative advertising. Successful brands understand that physical availability matters as much as mental availability. But what exactly does that mean? And how can your brand respond strategically?
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14 January 2025 · 5 min
The future of global branding: driving growth through strategic marketing leadership
In today’s intensely competitive global market, building a resilient brand with emotional connections takes more than creative campaigns. It requires a comprehensive, data-driven strategy aligned with wider business objectives. Modern marketing leaders need the agility to adapt to changing markets, the vision to create compelling brand narratives and the analytical precision to deliver measurable business results.
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13 January 2025 · 4 min
The power of mascots in brand strategy: how a character can strengthen your brand
In a crowded market where brands constantly compete for attention, a distinctive identity is essential. One of the most powerful and often underestimated marketing strategies is a brand mascot.
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9 January 2025 · 7 min
100 SEO tips to improve your business website’s performance
Applying these 100 SEO tips can increase your business website’s visibility, attract more traffic and ultimately generate more conversions. SEO is about delivering value to your audience and aligning your business objectives with their needs, as well as improving search rankings.
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8 January 2025 · 3 min
Increasing your business’s impact: building memory structures for B2B success
In competitive B2B markets, having the best product or service is only part of the challenge. Your brand needs to be top of mind when potential customers make decisions. At BrandQs, we believe consistent growth comes from building memory structures that make your brand relevant in different buying situations. Here is how we do it.
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7 January 2024 · 1 min
A new year, a new blog
Jo Shoesmith leads Amazon’s global creative strategy, including brand creation, design, production, social media and brand identity. In this episode, Shoesmith shares insights into creating emotional, brand-building advertising and using distinctive brand assets effectively.
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