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Alumni Week: What if strong brands actually thrive by embracing contradictions?

Monday 6 October 2025 | 12:00-13:00 | Online

In this compact online session, Jorge Labadie and Joost Verhoeven guide you through the world of strategic brand management, using six paradoxes of brand building. While traditional marketing aims for clarity, they demonstrate that strong brands actually benefit from tensions between apparent opposites: authenticity vs adaptation, consistency vs flexibility, and control vs co-creation.
Datum
6 oktober 2025
Tijd
12:00 -13:00

Excited? Register now!

Please note: this session is in Dutch.

This session offers a concise overview of the complex dynamics of branding and outlines the key themes that will shape the years ahead. Think of the impact of societal change, shifting consumer expectations, and the need for brands to remain agile without losing their core identity.

Speakers

Drs. Jorge Labadie MBM (CEO 37ºCelsius Brand Consultancy)

Jorge Labadie is a leading brand strategist with in-depth knowledge of branding and brand transformation. He helps brands navigate the paradoxes of the modern world through strategies that align with societal change.

Dr. Joost Verhoeven (Associate Professor Tilburg University and Director SWOCC)

Joost Verhoeven is a specialist in brand strategy and brand innovation, with a focus on the impact of technology and societal change on brand experience. He shares his expertise in developing brands that remain both adaptive and authentic.

Register here for the UvA Alumni Week