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How to survive the AI flood.
The problem wasn't AI. It was abandoning Ronald, Grimace, and McDonaldland. Disney gets it. Arnold gets it. Here's what 95% of the commentary missed.
Dec 17, 2025
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Stef Hamerlinck
3
3
The 7 levels of brand engagement
How to level up your brand from a commodity to a trusted, stand-out brand in the category.
Oct 5, 2024
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Stef Hamerlinck
23
11
3
The AI Bubble Is Real (and That’s a Good Thing)
And what does it mean for brand-building? + My first short film with Marcel.
Nov 11, 2025
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Stef Hamerlinck
6
2
Brand evolution vs revolution
A nuanced perspective with Damien Borchok from Koto
Mar 10, 2025
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Stef Hamerlinck
18
3
57:35
15 surprising distinctive brand assets
A selection of the most unique and/or famous brand assets, from furry mascots to trash cans.
Aug 20, 2024
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Stef Hamerlinck
11
5
1
What makes brand characters stick?
How to test your distinctive brand assets when they are not yet famous + a free test to see how well your mascot performs.
Jan 6
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Stef Hamerlinck
7
2
Are brand mascots back?
🎥 I Spent 2 Years understanding the power of brand mascots.
May 7, 2025
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Stef Hamerlinck
11
6
24:51
We just had the best year ever for mascots
A look back at 2025's breakthroughs and why they make mascots inevitable in the year ahead
Dec 23, 2025
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Stef Hamerlinck
7
7
2
The future of branding is generative.
Why i’m betting on Gen‑ai, and the most common lies about it debunked.
Aug 7, 2025
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Stef Hamerlinck
11
3
3
🧃 How 7UP killed the one thing that made it unforgettable
The rise and fall of Cool Spot — and what 7UP’s biggest mistake can teach modern brands about standing out in the AI era.
Oct 16, 2025
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Stef Hamerlinck
7
11
3
Brand mascots gone rogue.
5 surprising brand mascots that didn't follow the rules.
Jan 13
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Stef Hamerlinck
6
3
3
[Classified] The Bucke Up Briefing #10: Characters Are Eating the Internet (And Getting Zillow Listings)
Pillsbury's house is for sale, your dog is now IP, and AI mascots are learning to annoy you on purpose. The character economy just got weird. + a full…
Nov 14, 2025
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Stef Hamerlinck
2
1
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