Influencers are everywhere. But let us be honest: reach is one thing, impact is quite another. What happens when the likes disappear? When the message turns out to be hollow? Jonah Berger flips the question. Not who is saying it, but what is being said and, above all, why it works. Jonah takes you to the very essence of influence.

He shows how small shifts in language can trigger major changes in behaviour. Which words set people in motion. Which framing breaks down resistance. And why some ideas spread like wildfire, while others run out of steam before they have even begun. Drawing on years of research and hundreds of experiments, Berger reveals how brands build genuine influence. Mind you, this is not an argument against influencers. It is an argument for messages that truly stick. For brands that do not merely follow, but lead.

How an iconic global brand stays relevant 

Apple is one of the most recognisable brands in the world. But becoming iconic is one thing. Remaining iconic across the globe and locally relevant is quite another.

Katrien De Bauw takes us behind the scenes and shares her insights into how to build a global brand without repeating yourself or slipping into sameness. She shows how consistent creativity, sharp choices and confidence in ideas act as a supercharger for sustainable brand value.

What is the role of agencies today? Many people ask themselves this question more than once. With a bit of luck (read: for those willing to listen closely and ready to put an end to that self-flagellation) you may pick up part of the answer from Katrien. She firmly believes that even the strongest brands need strong partners. She explains, with great clarity, why creativity is not a cost item but a competitive advantage, and why leadership in agencies demands courage, focus and a long-term vision.

Building a global brand through experience 

A beautiful story of a brand from the Low Countries that resonates globally and enjoys lasting success. It sounds like a fairy tale, yet this is exactly what Rituals has achieved.

Rozemarijn Koppenaal reveals how Rituals grew into an international lifestyle brand without losing its soul. She explains how building a strong brand today is all about making consistent choices, delivering a powerful customer experience, and telling a story that is quite literally tangible (a difference worth cherishing in an increasingly digital world): in every store, every product and every touchpoint.

Rozemarijn does not deny that there is a tension between scale and authenticity. It raises genuine questions, such as: how do you safeguard your brand values while expanding internationally? How do you build loyal customer relationships in an age of fleeting attention? And why is growth only sustainable when it is underpinned by culture, trust and purpose?

Creativity is everyone’s job 

Innovation is too often seen as the job of a separate department. Or of “the creatives.” Duncan Wardle puts an end to that way of thinking and shows why creativity is now a core skill for everyone. If his vision sounds utopian, that is not due to a lack of ideas, but rather to systems, processes and cultures that prefer to avoid risk rather than explore it.

But where do you start? How do you discover your creative self? How do you make your organisation more creative? A craft workshop may sound like an option but before you reach for scissors, glue and paint, it is worth borrowing a few ideas from Duncan. He offers concrete tools and creative behaviours that help people think differently. He removes the intimidation from innovation and makes creativity tangible, practical and even fun — including for those who feel uncomfortable with ambiguity and grey areas. Yes, you (Dun)can!

Wardle’s inspirational session is an invitation to give creativity and innovation their rightful place in everyday work. Because in a world shaped by AI, acceleration and constant change, creativity is not the problem. The lack of it is.