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What Business Can Learn from Hospitality
How the principles of true hospitality, emotion, connection and memorable experiences can transform any brand, in any sector.
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Hospitality is the ultimate training ground for brands.
Because there is nowhere to hide behind marketing, promises or fancy slides. Everything revolves around feeling, timing, attention and humanity. Whether guests come back is not a rational decision, but an emotional one.
In this keynote, Dries & Yuri show why hospitality is so much more than hotels, restaurants or service. It is a way of thinking. A way to build brands that are not only chosen, but missed.
Using their own concepts (WASBAR, Chez Claire), international hotel cases and years of experience in brand building, they demonstrate how hospitality principles are perfectly applicable in any industry.
Key takeaways:
Why customers do not buy products, but feelings and reassurance
How small moments ("happy points") make a bigger difference than big campaigns
Why culture and behaviour matter more than branding guidelines
How to turn customers into fans, without shouting or pushing
What "center of heart" really means in everyday decisions
This keynote is ideal for:
companies struggling with differentiation and loyalty
teams who want to get closer to their customers
leaders who realize that experience and culture are the new competitive advantage
In short: an inspiring wake-up call for anyone who wants to build brands that truly stick, because they feel human.
Dries Henau and Yuri Vandenbogaerde are more than creative entrepreneurs — they are a dynamic duo who’ve spent over 15 years building brands, businesses, and a life together. Known for their sharp eye for branding and unshakable sense of style, Dries and Yuri first made waves in 2012 with the launch of WASBAR, a quirky fusion of laundromat and café that redefined how people do laundry. The concept became an instant success and was acquired in 2015 by Top Brands, the company behind Pizza Hut, Ellis, and Boulangerie Paul.
Their entrepreneurial journey didn’t stop there. In 2018, they turned the Belgian retail scene on its head again with Chez Claire, a luxury éclair brand complete with champagne pairings and signature pink boxes. The brand was later sold to La Lorraine, a leading player in the pastry industry, and is now available in Delhaize stores across Belgium.
What sets Dries and Yuri apart is their instinct for what makes a brand truly unforgettable. Today, under the name The Brand Guys, they work globally with clients such as Match Group (yes, the one behind Tinder), eToro, and boutique hotels from Budapest to Kenya to Aruba. Their mission? To help brands escape the trap of mediocrity and create identities that people don’t just recognize — but fall in love with.
In their latest book, "Fight The Average", Dries and Yuri deliver a no-nonsense manifesto for businesses stuck in the grey zone of sameness. Through their proprietary UnAverage Framework™, they show how daring creativity and authentic storytelling can help brands stand out in a world where everyone looks the same.
No beige branding. No chasing algorithms. Just bold ideas, clear identities, and experiences that make an impact.
Founders of WASBAR, Brand Strategists, and Authors of "Fight The Average"
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