{"id":305568,"date":"2026-02-03T09:54:42","date_gmt":"2026-02-03T08:54:42","guid":{"rendered":"https:\/\/be.themedialeader.com\/?p=305568"},"modified":"2026-02-03T15:03:39","modified_gmt":"2026-02-03T14:03:39","slug":"fight-the-average-is-marketing-book-of-the-year-2025","status":"publish","type":"post","link":"https:\/\/be.themedialeader.com\/nl\/fight-the-average-is-marketing-book-of-the-year-2025\/","title":{"rendered":"Fight The Average is Marketing Book of the Year 2025"},"content":{"rendered":"<p>De marketingcommunity heeft beslist: \u2018Fight The Average\u2019 van <strong>Dries Henau<\/strong> en<strong> Yuri Vandenbogaerde<\/strong> is het <strong>Marketing Book of the Year 2025<\/strong>. \u2018Inclusieve Marketing\u2019 (Hamza Ouamari) en \u2018Slow Marketing\u2019 (Ana\u00efs Baumgarten) vervolledigen een bijzonder inspirerend podium.<\/p>\n<p>Duizenden Belgische marketingprofessionals lieten de voorbije maand hun stem horen in de verkiezing van het Marketing Book of the Year. Zij moesten een moeilijke knoop doorhakken, want met 11 straffe genomineerden \u2013 elk BAM Marketing Book of the Month van 2025 \u2013 was de concurrentie niet min. Toch viel er met \u2018Fight The Average\u2019 een afgetekende winnaar uit de bus.<\/p>\n<h3><strong>Fight The Average<\/strong><\/h3>\n<p>In \u2018Fight The Average\u2019 vertellen<strong> Dries Henau<\/strong> en <strong>Yuri Vandenbogaerde<\/strong> (The Brand Guys) hoe merken steeds meer op elkaar gaan lijken en er niet meer in slagen onderscheidend te zijn. Terwijl net dat een merk maakt tot wat het is. In het boek tonen de auteurs aan de hand van\u00a0<em>The UnAverage Framework<\/em>\u00a0hoe je w\u00e9l dat verschil kan maken.<\/p>\n<p>Een stevige brok inspiratie en zo een waardige opvolger voor Do Tell (Marketing Book of the Year 2023) en De Ritchie Story (Marketing Book of the Year 2024).<\/p>\n<h3><strong>Sterk veld aan genomineerden<\/strong><\/h3>\n<p>Het winnende auteursduo haalde het in de verkiezing voor Hamza Ouamari en Ana\u00efs Baumgarten, die elk een scherp maar constructief werk afleverden: waar \u2018Inclusieve Marketing\u2019 de 7 onderdelen van een inclusief marketingproces uiteenzet, deelt \u2018Slow Marketing\u2019 50 ethische, duurzame en ge\u00ebngageerde acties om tot een paradigmashift in marketing te komen.<\/p>\n<p>De andere genomineerden:<\/p>\n<ul>\n<li>Boomer Business (Filip Lemaitre, Stefan Doutreluinge en Dominique Vercraeye)<\/li>\n<li>Influencers (Carole Lamarque)<\/li>\n<li>Marketing in tijden van Trump (Fons Van Dyck)<\/li>\n<li>Shaping company culture (Ingrid De Clercq)<\/li>\n<li>Sh*tstorm survival guide (Delphine Van Belleghem)<\/li>\n<li>Team AI (Ann De Bisschop)<\/li>\n<li>The Brand Butterfly (Bert Peleman)<\/li>\n<li>The Ripple Effect (Joke Claessen)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>De marketingcommunity kroont &#8216;Fight The Average&#8217; van Dries Henau en Yuri Vandenbogaerde tot Marketing Book of the Year 2025. &#8216;Inclusieve Marketing&#8217; (Hamza Ouamari) en &#8216;Slow Marketing&#8217; (Ana\u00efs Baumgarten) vervolledigen het podium.<\/p>\n","protected":false},"author":5775,"featured_media":305569,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","footnotes":""},"categories":[9395],"tags":[7022,16207,16196],"class_list":["post-305568","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-nl","tag-bam-marketing-book-of-the-year","tag-dries-henau-2","tag-yuri-vandenbogaerde-2","entry","cat-9395-id"],"acf":[],"aioseo_notices":[],"fimg_url":"https:\/\/be.themedialeader.com\/wp-content\/uploads\/2026\/02\/Marketing-Book-of-The-Year.png","publishpress_future_action":{"enabled":false,"date":"2026-05-13 17:13:24","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category"},"_links":{"self":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/305568"}],"collection":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/users\/5775"}],"replies":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/comments?post=305568"}],"version-history":[{"count":6,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/305568\/revisions"}],"predecessor-version":[{"id":305608,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/305568\/revisions\/305608"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/media\/305569"}],"wp:attachment":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/media?parent=305568"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/categories?post=305568"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/tags?post=305568"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}