The Effectiveness Gap
Episodes
10. How AI Automation Is Redefining Brand Design with James Cutting
18 Nov 2025
Contributed by Lukas
In the final episode of The Effectiveness Gap, James Cutting, founder of T=Ø, joins hosts Nike Stellamans and Marcel Verhaaf to explore how automatio...
9. Revolutions in Colour & Print Management with Leigh Evans
11 Nov 2025
Contributed by Lukas
How to avoid a great design falling apart at the printer. Learn more about how AI-driven colour correction and cloud-based approvals are revolutionisi...
8. Research: What Works When? with Martin de Munnik
04 Nov 2025
Contributed by Lukas
Research plays a crucial role in design, but too often, the wrong methods are used for the wrong challenges. In this episode of The Effectiveness Gap,...
7. Comms x Design: How To Make Magic Happen? with Ernst-Jan Koomans & Bianca Faaij
27 Oct 2025
Contributed by Lukas
When design and communication teams come together, creativity can either collide or connect.In this episode of The Effectiveness Gap, Ernst-Jan Kooma...
6. Cultural Relevance x Brand Design with Saskia Maarse & Geert Van Aelst
20 Oct 2025
Contributed by Lukas
Culture isn’t decoration, it’s strategy.Ignore it, and your brand risks missing the mark. Embrace it, and design can truly resonate across border...
5. Verbal Branding with Michael Dijkstra Taurel & Jasper Gabriëlse
13 Oct 2025
Contributed by Lukas
And in the beginning, there was the word.Before people see your brand, they hear it.In Episode 5 of The Effectiveness Gap we go deep into verbal bran...
4. 2D x 3D Design Symbiosis with Ronald Lewerissa & Marcel Verkaik
06 Oct 2025
Contributed by Lukas
Great packs start long before the label.Episode 4 of The Effectiveness Gap dives into the symbiosis between 2D brand design and 3D structural design,...
3. Brand Design x Product Innovation with Costas Papaikonomou & Arun Prabhu
30 Sep 2025
Contributed by Lukas
Great ideas die on shelf, not in slides.Product innovation in FMCG is hard for new and existing brands alike. Multiple markets. Mature categories. Hig...
2. Better Briefings with Meike ter Braak & Meike van Es-Vriesendorp
24 Sep 2025
Contributed by Lukas
Let’s be honest: writing a briefing can be a nightmare.Too short and it leaves the team guessing. Too long and you’re flooded by unnecessary detai...
1. The Conductor with Bas Smit
15 Sep 2025
Contributed by Lukas
The design process is hopelessly ineffective!Where to start to get more out of your effort and investments for your new brand and packaging?We start t...