Shaping brands through curiosity

An interview with Axel Havermans by Katrien Vandenbroeck
☰ 3 min read

“Do not hide who you are. Adapt when necessary, but remain true to yourself.”

Axel is 27, born and raised in Antwerp, and he graduated from KdG in 2019. Today he works at The Other Agency, an advertising agency operating in the marketing and communication sector. Their focus lies in employer branding, year-round communication strategies, and providing strategic guidance to start-ups and scale-ups.

Since graduating, Axel has been back consistently to KdG to share his experience with students and offer guest talks. He describes himself as curious, ambitious, and empathic.

Building a career in strategic branding

I currently serve as a Strategic Planner and Brand Strategist. I define long-term brand positionings and the development of strategic communication frameworks. In essence, I help companies to define who they are, what they stand for, and how they can communicate this consistently and effectively. 

My first exposure to the creative industry took place during my internship in Copenhagen in my third year. It broadened my perspective and confirmed my desire to work in an international and creative environment. 

I began my professional career at KAN Design, a strategic branding agency in Antwerp, where I worked as a Brand Strategist. My responsibilities ranged from brand positioning to digital marketing initiatives. After some time, I felt I had reached what I would describe as a flat learning curve. This prompted me to actively seek new challenges. 

Interestingly, I reconnected with one of the organizations I had approached during my initial job search, which ultimately led to my current position. Over the years, my career evolved from account management towards strategic planning. 

Understanding people, shaping brands

What I value most about my job is the opportunity to gain deep insights into human behaviour. Marketing to me is fundamentally about understanding how people live, what motivates them, and how social, cultural, and psychological factors influence their decisions. This analytical dimension, combined with creative problem-solving, forms the core of my daily work. 

The advertising industry is highly competitive, particularly in the dynamic between large international holding companies and smaller, independent agencies. Each has distinct strengths: scale and resources on the one hand, agility and proximity on the other. 

At The Other Agency, we are currently experiencing steady and healthy growth, which places us in a strong strategic position. 

A highlight of my professional journey thus far has been winning an Effie Award for an effective digital recruitment campaign for Belgian Defence, where I served as lead strategist. The Effie Awards recognize marketing effectiveness, and receiving this distinction affirmed the strategic impact of our work.

Reflections on KdG

Looking back at my time at KdG, the elective courses left the strongest impression on me, particularly those delivered by experienced guest lecturers.
I vividly remember a Portuguese lecturer who taught Creative Problem Solving; his approach was both intellectually stimulating and practically grounded. 

Other formative experiences include the second-year project in which we were required to organize an event, the international study trip to Copenhagen, and my final-year internship abroad. These experiences collectively expanded my professional outlook and strengthened my adaptability.

Several lecturers played a meaningful role in my development. Farah Soeleimansjah’s Strategic and Operational Marketing course stood out for its integration of theoretical frameworks with real-world case studies and guest speakers. Vince Cornwell’s Business Communication course was equally impactful, not only for its content but also for his open and approachable teaching style. Additionally, Kris Achten’s guest lectures on Networking and Lobbying left a lasting impression on me. 

Values, inspiration, and professional identity

In my professional life, four values guide my decisions. 

• Curiosity - the willingness to continuously explore and question. Without curiosity, understanding markets and people becomes superficial. 
• Ethics - marketing is in essence a social science with significant societal implications, and this responsibility should not be underestimated.  
• Pragmatism - ideas must be implementable and strategically viable.  Finally, I strongly value an entrepreneurial mindset, characterized by initiative and proactivity. 

If I could host a dinner conversation, I would invite Zoë Scaman for her sharp strategic insights, Guillermo del Toro for his creative imagination, and Jürgen Klopp for his distinctive leadership philosophy.  

At the moment, I draw inspiration from artists such as Bad Bunny, particularly in the way he leverages major platforms, such as the Super Bowl, to convey subtle yet meaningful messages aligned with his personal values. It demonstrates how cultural influence and strategic communication intersect. 

If I could offer advice to my younger self, it would be this: 
Do not hide who you are. Adapt when necessary, but remain true to yourself. Set boundaries and have the courage to uphold them. 

My message to students and fellow alumni

To current KdG students, I would say: Do not be afraid to abandon the standard path others expect you to follow. If something isn’t working, try something different.

In an alumni community, I would value three elements above all: a strong and engaged professional network, access to high-quality keynote speakers, and opportunities to connect with peers working in similar fields.

A vibrant alumni network can serve as both an intellectual platform and a catalyst for future collaboration.