Why great brands think like artists

Too many brands try to convince. But what truly sticks is felt — even before you fully understand it.In this keynote, Lisa van Noorden — author of The Mondriaan of Marketing — demonstrates why brands that think like artists create deeper impact.

In a world full of tactics, templates, and AI, the ones that stand out aren’t the loudest. They are the ones that put down something feelable.

With her creative system Focus – Flow – Form, you’ll see how to build a brand with character, tension, and resonance — whether you’re starting fresh or breaking out of predictable content.

For whom?

For marketers, brand builders, communication strategists, and creative teams who feel their brand has gotten stuck in safety.
For everyone who is done with “more of the same” — and wants ideas that stick, seduce, and make a difference.

Why this matters now

AI smooths everything out. Content is endless. Everyone broadcasts, but no one really touchesanyone.

Brands that want to stand out must stop optimizing for mediocrity — and start daring to think again.
Not in templates. But in feeling. In vision. In tension.

hat’s why now is the moment to shake your brand awake — and rebuild it as something the world wants to experience.

What’s in it for you?

• A radical reframe of how you see your brand

• Thinking models and examples that spark your creativity

• Practical frameworks to strip your story down to its core

• Tools to use AI as a creative co‑pilot without losing yourself

• Say goodbye to safe positioning and hollow slogans

• You’ll leave the room with a brand feeling that lives.

The content: Focus – Flow – Form

• Focus — Cut until it hurts.
  Your brand isn’t a list of messages. It’s a feeling.
  We learn to look like artists do: remove what doesn’t contribute — and magnify what doesevoke emotion.
  From Mondrian to Judd — how radical choices generate clarity, uniqueness, and recognizability.

• Flow — No tension, no attention.
  A strong brand tells a story that moves.
  We explore what creates tension, what lingers — and how visual, verbal, and creative choices make people want to keep watching.
  From Bowie to Abramović — how rhythm, daring, and contrast lead to emotional impact and human friction.

• Form — Dare to be visible.
  Templates off. Expression on.
  From tone of voice to visual language — with or without AI — you’ll see how a brand only gains strength when it dares to be.
  From Kruger to Kahlo — how form is content, and how a unique style gives your brand a soul.