Business with Purpose
A journey of bold moves and painful mistakes, showing why purpose is not a buzzword but the compass every entrepreneur needs.
More detailed information
Entrepreneurship is rarely a smooth ride — and no one knows this better than Dries and Yuri. Their own story proves it. From creating hospitality concepts like WASBAR and Chez Claire to building The Brand Guys, their path has been filled with bold moves, sharp lessons, and quite a few failures. But each one taught them something invaluable: purpose is not an accessory, it is the compass.
In this keynote, Dries and Yuri take the audience on an honest journey through the highs and lows of entrepreneurship. Not glossy success stories, but raw insights into what it really takes to build and rebuild businesses. With humor, vulnerability, and plenty of practical takeaways, they show how purpose can turn mistakes into momentum — and how it helps brands stand out in a world that rewards sameness.
Key takeaways:
The real lessons Dries and Yuri learned from failure and reinvention
Why purpose is not a buzzword but a strategic driver
How to translate your personal ‘why’ into a brand that resonates
Why businesses without identity get lost in the noise
This keynote is both a reality check and a motivational push. It is for entrepreneurs, leaders, and creatives who want more than growth: they want to matter.
by
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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