Marcel's lab

Marcel's lab

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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.
 • Stef Hamerlinck
The 7 levels of brand engagement
How to level up your brand from a commodity to a trusted, stand-out brand in the category.
 • Stef Hamerlinck
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.
 • Stef Hamerlinck
Brand evolution vs revolution
A nuanced perspective with Damien Borchok from Koto
 • Stef Hamerlinck
57:35
15 surprising distinctive brand assets
A selection of the most unique and/or famous brand assets, from furry mascots to trash cans.
 • Stef Hamerlinck
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.
 • Stef Hamerlinck
Did Apple just launch a mascot?
Plus: puppet data that should embarrass every brand not using characters.
 • Stef Hamerlinck
Are brand mascots back?
🎥 I Spent 2 Years understanding the power of brand mascots.
 • Stef Hamerlinck
24:51
🧃 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 us.
 • Stef Hamerlinck
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
 • Stef Hamerlinck
The future of branding is generative.
Why i’m betting on Gen‑ai, and the most common lies about it debunked.
 • Stef Hamerlinck
Brand mascots gone rogue.
5 surprising brand mascots that didn't follow the rules.
 • Stef Hamerlinck
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