Business, Finance & Economy
Wed. May 7, 12:00PM
Blanding, or the Branding Paradox — NL
Celebrated agency Base Design on why your brand needs to stand out, not blend in.
65% of people believe brands look alike, and 72% find them predictable. By blindly following tech trends, many brands end up adopting identical styles, losing their uniqueness and personality. Dimitri Jeurissen, partner and co-founder of Base Design, has named this phenomenon "Blanding" - a type of branding that homogenises rather than differentiates. A creative director with decades of experience, he will explore why this trend is happening and explain why, in today’s crowded market, your brand must stand out to capture attention and build a lasting identity.
If you prefer to attend the French version, it will take place on May 5.
speaker
Dimitri Jeurissen
With deep roots in the world of culture and contemporary art – and a natural talent for uniting strong personalities – Dimitri has steered Base down unexpected paths, building connections with truly unique clients. He founded Base 30 years ago while still a student at La Cambre (Brussels, Belgium). As a partner and creative director, he played a key role in launching Base New York. Since returning to Belgium, he has overseen major projects from Brussels, working with clients such as MoMA, Bozar, Xavier Hufkens, Ace & Tate, H&M, and Milk.
