We look back on a succesful Mindblowing Brainday!
This day was all about sharing knowledge, inspiring and amaze. Watch the after movie here:
What could you experience this day?
- Désirée Struijk discussed the Mindblowing Trends of the future; including Reshape, Debox, Brand Movement and Empathy Economy;
- Martijn Veltkamp argued for more interdisciplinarity in research. "The research funnel must be reversed: no longer from the lab to real-life, but from real-life to the lab."
- Frans Goenee, innovation manager at De Efteling explained how important amazement is, not only for the visitor but also for the employee. This way you ensure that from storytelling to story DOING;
- Harry Roode van Seepje talked about the sustainable course that Seepje is taking. A good example of the ecological trend that many brands are responding to;
- You learned about the importance of Sensory Design in the Customer Journey of Lisette Kraaijenhagen of Senta;
- Smartnose, together with Lauren Jetty, presented the latest research into the language of smell;
- Joost Roede from Senseworld took you through the value of customer data for optimal business operations.
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10 expertvisions
An expert panel was held during the Mindblowing Brainday, in which experts from various fields shed light on today's trends. What were their conclusions?
- Brands are increasingly becoming part of a social movement;
- The movement is supported by a community that will serve the brand and vice versa;
- The brand adapts to the needs of their target group and is part of it;
- As a result, the division between within the brand's organization and outside it becomes blurred;
- In this way brands become a social organization with sustainable relevance for society;
- The brand identity then revolves around authenticity and relevance, both online and live;
- To serve the community, the brand becomes what the community needs, this includes in addition to products and services also a program for 5-10 years;
- As a brand, you therefore serve a general interest in addition to a need;
- Employees contribute to strengthening the movement and are also part of it;
- In this way, the brand is supported by its community both inside and out, increasing strength and resistance and increasing future value.