(Episode in Dutch)

“Whatever People Say I Am, That’s What I’m Not”—this Arctic Monkeys album title perfectly describes the ever-curious Maarten Van Herck.

In the final episode of our first season, we sit down with this cultural strategist who is rewriting the rules of branding with his studio, Defiant. From breaking away from outdated advertising models to tapping into the power of communities, Maarten shares how brands can create true cultural relevance today. With over 15 years of experience and collaborations with major brands like Disney and Zalando, he explains why creativity is like a muscle you can train, and why 'music thinking' beats 'design thinking' any day.

If you’re ready to challenge the status quo, this episode is for you!