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Why we killed a Flamingo
The Power of Identity
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AI promises speed, scale and efficiency. What it often delivers? More of the same.
In this keynote, Dries & Yuri tell the honest story behind Brandlapp: an AI idea that worked perfectly from a technical point of view, but in terms of content contributed to exactly what they have been fighting against for years: a world that is becoming increasingly average.
They explain why they consciously decided to stop the project, and what it taught them about identity in times of artificial intelligence. Not as an anti-AI story, but as a plea for direction, character and choices.
About how AI can be a powerful tool, as long as it starts from a strong identity. And why brands that do not have a clear core today will be perfectly replaceable by an algorithm tomorrow.
A keynote about daring to slow down in a world that keeps accelerating, and why identity remains the only real competitive advantage.
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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