In the past few days I have thought a lot about the role of a website.

‘In the past, for AI, building a website was a must to be seen for who you are and what you have to offer. It was the place where your brand came to life.

But now there is AI.

And that throws everything into turmoil.

When I stepped into the MSCHF store in Seoul, I didn't know how quickly I needed to leave. I felt completely out of place. I was completely ignored by the sales assistants, and I just knew, ‘this isn't for me.’ And this is exactly what MSCHF wants to achieve: to push away people who don't fit their brand, to attract people who do understand them.

In recent years, the demand for short (video) content has increased exponentially. Brands are fighting for the attention of viewers and readers through TikTok, YouTube Shorts, IG Reels, and short posts. More and more B2B companies are succeeding in creating short, engaging content. This is a win for the B2B world. It means that B2B brands are also starting to realize that their customers are ‘just human.’ But don't forget long-form content.

Employer branding, or your employer brand, is super important for bringing in and keeping the right colleagues. Yet in many organizations there is a lack of clarity about its importance and who is actually responsible for it. Is it ‘branding’ and therefore belongs in the marketing and branding team? Or is it ‘employer’ and therefore the responsibility of HR?

Trade shows, expos and knowledge congresses are fantastic events for your organization to get in touch with your target group. Especially in the B2B world, trade shows are often the perfect opportunity to talk to many (potential) customers and show what you have to offer. What you stand for as a brand.

But how do you ensure that you establish a brand story that visitors really remember? That visitors go home knowing ‘this was the key takeaway’? That visitors feel: yes this is the brand that suits me? You do that with 1 clear story that you tell in every possible way during your event. The interactive exhibition guidance is the tool of 2026 to add to every exhibition.

Webinars have been a powerful way to reach your audience digitally for years. With a variety of webinar platforms and professional studios, webinars are becoming increasingly professional. By offering webinars live, viewers have the opportunity to ask questions directly or respond to the content. But what happens to the part of your audience that didn't attend the webinar? And how do you make sure the webinar works for you even after it's over? Simply forwarding the full recordings is no longer enough in 2026. If you really want to get returns from your webinar, even (especially) after the event, make the recordings available via interactive video.