The odour after no 2. Acne problems. Periods. Erectile dysfunction. The fear of dentists. It’s something we keep to ourselves, or is it? More and more companies are building a brand and a business by breaking taboos. Why? It’s a relatively clever and easy way to get your company started…

Every day, you and I are hit by 5.000 brand messages. Out of those, we only notice about 86, and then only 12 make a lasting impression. Bottom line is, every brand out there is fighting fiercely to come out on top. And your brand is one of them. …

Are you a rebel brand? Do you want to fight for change, inclusion, and the greater good? As a startup, it’s often the perfect role to take on, tackling taboos or bringing new ideas to the table. Positioning yourself as a rebel helps you define your message and target audience…

When you think of 90'ies fashion, I bet you think of Gap. The fast-fashion brand has become synonymous with the decade. But can their new collaboration with Kanye West shake things up? Will they return and become relevant to a new generation? — It only took a few hours, and then the first drop was sold out — a light blue jacket designed by Kanye West. The 44-year-old rapper, designer and entrepreneur know how to create hype in a way only a few does. And global fashion brand GAP wants in. So far…

Apple has a knack for making incredible event. The coordinated, cool and comprehensive presentation builds and reflects the company brand. Cooks, Federighi and the whole Apple gang’s communicate a great excitement for new design and faster processors. Longer battery life, shorter wait time. More of this and less of that…

Bill Gates immortalised the sentence “Content is King” in his 1996 essay on the internet. Ever since, it’s been on countless PowerPoint slides where the aim has been to boost content production. And Gates was right. He is right. But I believe, on today’s internet, it lacks a bit of…

More and more SoMe influencers are also becoming entrepreneurs. Youtube and TikTok stars launch their own companies, brands and products, converting followers to consumers. A loyal fan base is good business — whether it is coffee, perfume or make-up. But what does all this entail for more established companies? …