Nemesis

Nemesis helps ambitious businesses clarify what they stand for, so they stand out with consistency as brands. 

Founded in 2020 in Brussels, Nemesis is a branding firm whose purpose is to transform businesses into brands (with clients both in B2C and B2B). 

We believe branding is best done when really understanding how to align business, humans and experience.
From transformative discussions and radical immersion, we find what makes our clients unique and articulate their purpose in an actionable brand strategy. 
We then build a visual identity that they will be proud to champion.

Visit nemesis.studio for more

Chief Executive Officer

Anomaly

Co-Founder

la base

Our basic apparels are our medium, our reason to speak and to connect. It’s a pretext to go beyond clothing, to inspire everyone to reclaim, embrace, affirm their uniqueness.

Co-founder

Stanley/Stella

Developped the Brand positioning of a new fashion Retail Brand around sustainable core values.

Brand Communication Officer

- Developed a technical environment of Printing for Retail activities (selection of technical alternatives, selection of suppliers and interface for IT aspects);

- Created the Music DNA for Stanley and Stella brand via an actions plan for the business Music.

- Put in place the actions plan related to social networks in line with the communication strategy defined by the Company;

Social Media & Music Communication Officer at Stanley & Stella

Aroe

Aroe was an apparel brand for universities, a music label & a party concept in Louvain-la-neuve !
We launched this company during our studies to learn & experiment !

Founder & CEO

TBWA BELGIUM

Junior Account Executive in Public Relations at PRIDE/TBWA

Junior Account Executive

☖ CEO NEMESIS - Helping brands find clarity.

We’re not your typical branding agency and we never mean to be. We are at the intersection between agency and team members.

We believe in branding done differently. It's about aligning, inspiring, and federating people around a shared vision, not just slapping on a new logo.

We work side-by-side with our clients to unlock the power of their brand. We dig deep to unearth purpose and make it visible.

☗ Hiring strategists, designers, and copywriters, all of whom have one thing in common: designing in a meaningful way. 

✺ Working in radical immersion from our client's habitat

✎ Always eager to connect in a more informal way at sydney@nemesis.studio

Sydney Funck

Last week I talked about our collaboration with Jennifer Debatisse.
Beyond the sparring sessions and the intense conversations to truly understand what drives her, we also supported her in shaping and elevating her personal brand.

Jennifer has a lot lined up for the future.
She was already at the top of her game, in my opinion, but she’s aiming even higher, even further.

And trust me… she will get there.

Helping brands find clarity as CEO of Nemesis

Lately, I kind of feel like Miss Belgium.
I just won the Entrepreneurs Inspirants award… and since then it’s been a whirlwind: TV shows, radio interviews, press articles, and invitations to share my vision across every corner of Belgium.

At this point, all I’m missing is the sash and a smile-training coach.

But jokes aside, this visibility matters.
Not for the ego, but for the mission: pushing a new way of building companies, a new way of leading, a new way of doing the work without the bullshit.

And if it takes a Miss Belgium tour to spread that message, then… let’s go.

🔥 It’s almost the weekend.

But here’s a better question:
Are you just as excited on Monday morning?

If you work for a leader brand, you are.

Because great brands don’t drain energy
they create it.

When purpose is clear and culture is alive,
every day feels like momentum.

#branding #leadership #culture

🧢 Make Branding Great Again.
(Yes, hats available on our website 😉)

Somewhere along the way, branding lost its edge.
It became about colors, slogans, and vibes.

We’re here to bring back what matters,
clarity, conviction, and courage.

Because branding isn’t decoration.
It’s direction.

So yeah, wear the hat.
But more importantly, stand for something.

#branding #strategy #culture

Evangelism is one of my main jobs as a CEO.

I have to preach, internally and externally.
Not in a loud way, but in a clear way.

I have to convince, align, and re-align.
Employees, partners, clients, the market.

Because if I’m not the first to fully believe in our vision, why should anyone else?

Leadership is evangelism.
Vision is a message.
And my job is to make it impossible to ignore.

New work: A Priori 🎧

We all carry biases... small, quiet assumptions about who people are and what their lives say.
A priori, the new podcast by Belgian journalist Catarina Letor, takes those assumptions, gives them a voice… and then dismantles them.

From people in poverty labelled as “lazy”, to migrants navigating daily discrimination, the podcast turns walls into bridges, one honest conversation at a time.

At Nemesis, we teamed up with Catarina, producer Oana Mija, and Anomaly Studio to bring A priori to life from zero to full identity:
naming, visual system, art direction, podcast design, motion... the whole stack.

What started as a passion project grew into a full production.
Built to spark necessary conversations.
Built to shift perspectives.
Built to move things forward.

Here’s a first look 🎧👇

#branding #podcast #design

Helping brands find clarity.
That’s the job.

Cut through the noise, remove the fluff, and get to the essence:
Who are you? What do you stand for? Where are you going?

Most brands don’t need more noise.
They need direction.
They need alignment.
They need clarity.

That’s what we build.

I deeply believe that entrepreneurship is one of the most powerful ways to discover who you are and to push beyond who you were.

So when Geoffroy Josquin and Malek Farhat reached out to refresh the image of Entrepreneurs inspirants, we didn’t hesitate for a second.

Mission fully aligned.
Values fully shared.
And a project that genuinely matters for the next generation of builders.

More to come.

💭 People don’t buy what you do. They buy why you do it.

It’s cliché for a reason because most companies still don’t get it.

They keep selling features, processes, credentials.
Nobody cares.

Your “what” gets you noticed.
Your “why” makes you remembered.

The “why” is what people align with
the belief, the conviction, the tension you’re trying to solve in the world.

If your team doesn’t feel it,
your audience never will.

Start there.
Build everything else around it.

Because clarity of purpose isn’t marketing
it’s magnetism.

#branding #leadership #strategy

A Priori 🎧  New Work

We all carry biases.
This podcast says them out loud, then breaks them apart.

Created with journalist Catarina Letor, producer Oana Mija, and Anomaly Studio, A priori gives the mic to people too often spoken about instead of spoken with.

At Nemesis, we built the full identity: naming, visuals, art direction, podcast design, motion.
A project made to shift perspectives, not decorate them.

First look below 👇

#branding #podcast #design

Over the past few months, we’ve worked on something a little different: supporting someone in developing their personal branding.

And not just anyone.
Jennifer Debatisse.

A pure strategy expert.
An expert in finding the right words.
An expert at shaping positioning… for others.

And throughout this collaboration, we realised how much we share the same values, the same vision, the same drive to go deep and do things right.

Working with Jennifer was inspiring, challenging, and energising... the kind of collaboration that pushes you to raise your own bar.

Without a doubt, one of my best encounters of 2025.

Thank you for your trust, Jennifer. 🙌✨

This trimester has been loaded with new work... 
the kind that stretches you, excites you, and reminds you why you do what you do.

A quick look at what’s been cooking:

akka.app → Building active income
Enky | Furniture Solutions → The future of furniture
Momoamo → Unique places to build unforgettable togetherness
Hockey Namur → Where heritage meets the future of hockey
EightySeven (ex-PropTech Lab) → Connecting the people building the world
A Priori → A new kind of podcast to break biases
Qlyr → Making life’s big decisions feel smaller
Anomaly → For every story worth sharing

Grateful for the trust. Fired up for what’s next.

More soon. 🚀

Knowing what to say is step 1.
Sharing it with the world is step 2.

At Nemesis, we help founders and brands find clarity, the real essence of who they are, what they stand for, and where they’re going.
But once that clarity exists… it needs a voice.
It needs a stage.
It needs distribution.

That’s where Anomaly comes in.

With Nemesis, you understand your vision.
With Anomaly, you express it, through sharp, intentional, beautifully crafted video.

Clarity → Expression.
Message → Impact.
Vision → Visibility.

If you want the full chain, from knowing what to say to actually saying it loudly and clearly, talk to us.

It’s that moment of the year again, the one I look forward to the most.

The moment where Johan, Yaël and I take a few days abroad to disconnect from the day-to-day, zoom out, and reflect on the past year… and the future of Nemesis.

This time, we’re in the incredible city of Istanbul.
A place full of contrast, history, and energy, the perfect backdrop to challenge our assumptions and rethink what’s next.

An offsite to reflect on 2025, align on our 2026 ambitions, and make sure Nemesis keeps growing with clarity and intention.

Identity is strategy made visible.
Identity is the interface of your strategy.

It reveals what’s already clear internally.
It’s the visible part of the iceberg → the outcome, not the starting point.

Because a strong identity isn’t decoration.
It’s the expression of choices, clarity, and intention.

Get the strategy right, and the identity becomes obvious.
Get the strategy wrong, and no identity will save it.

Simple as that.

🏎️ Your brand idea should be like an Abarth.
Small. Lightweight. Built with purpose.

Too many brands overengineer their story, adding layers, buzzwords, and noise until they slow themselves down.

A great brand isn’t heavy.
It’s tight, clear, and fast.

It knows exactly what it stands for and doesn’t try to be anything else.

Because in branding, just like in cars,
performance comes from focus, not size.

#branding #strategy #focus

💬 Sales cure everything.

No sales. No money.
No money. No company.

Branding doesn’t fix that, it amplifies what already works.

The best founders were their first salespeople.
They sold the idea with passion and clarity.

When they step back, the message often breaks
nine people, nine pitches, zero alignment.

That’s when branding matters most:
to reignite the founder’s drive and make everyone tell one story again.

Sales build the engine.
Branding keeps it running straight.

#branding #sales #leadership

Managing a brand is not about doing more.
It’s about doing the right things in the right order.

Diagnosis → Strategy → Tactics
33.3% each.
None optional. None replaceable.

Most brands rush straight to tactics — campaigns, content, redesigns — hoping execution will fix the fundamentals.

But without a solid diagnosis, your strategy is guesswork.
Without a clear strategy, your tactics are noise.

Diagnosis gives you clarity.
Strategy gives you direction.
Tactics give you momentum.

In that order. Always.

Get the sequence right, and the brand becomes easy to manage.
Get it wrong, and you’re fighting your own shadow.

Customers will never love a company until your employees love it first.

Most brands obsess over the outside:
growth, acquisition, reputation, “love”.

But the truth is simple  and uncomfortable:
you can’t build external love on internal frustration.

If your team isn’t proud of the work,
if they don’t believe in the mission,
if they don’t feel the pulse of the company…
your customers will feel it instantly.

Brand love starts at the source.
Inside the walls.
Inside the culture.
Inside the people who carry the company every day.

Fix the inside, and the outside follows.
Always.

Branding starts long before the visuals.
It starts with internal clarity.

If you’re not clear, as a founder or as a team, on what you stand for, why you’re doing it, and how it shapes the day-to-day… there’s zero chance you’ll ever show up consistently in the market.


When everyone inside the company understands the same idea, that idea finally has a chance to make it all the way to your audience.

No alignment, no consistency.
No consistency, no brand.

Yannick Khayati

AI for Marketers

Founder & AI Trainer

Growth Secrets

Earlier this year, I decided to go back to my number one passion: growing companies through experimentation. 

Offering two types of workshops for marketing teams of ambitious companies:

Need to rethink your marketing strategy? ➡️ Marketing Vision Day
Need marketing and growth ideas that go outside of the box? ➡️ Growth Marketing Workshop

Founder & Podcast Host

Karel de Grote-Hogeschool

Guest Lecturer

Glowi

🚀 Entrepreneur in Residence | Digitalization Kickstarter | Growth Marketing Enthusiast 🚀

🌱 Digitalization Kickstart: Hired by the visionary founders of Glowi, my mission is to spearhead the digitalization efforts within the organization. I identify opportunities to streamline processes, optimize efficiency, and embrace emerging technologies to drive growth and innovation.

💡 Lowering Operational Friction: A key responsibility is to keep and make the organization as lean as possible. By meticulously assessing the entire organization, I identify friction points and bottlenecks, leading to strategic interventions that enhance productivity and reduce unnecessary complexities.

📈 Growth Marketing Implementation: I work closely with the Marketing Manager to lower acquisition costs through growth marketing strategies. By deploying data-driven experiments, I optimize campaigns, target audiences, and marketing channels to maximize ROI and achieve sustainable growth.

🏠 Elevating Household Help Perception: I take pride in upgrading the perception of household help, aiming to transform the role into a valued and respected profession. By leveraging strategic communication and digital initiatives, I contribute to fostering a positive narrative around household help.

💻 Digital Projects Management: My expertise lies in conceiving and executing digital projects that align with Glowi's strategic objectives. I lead cross-functional teams, leveraging the points of friction I identified, to kickstart internal digital initiatives that drive efficiency and effectiveness.

--

🔹 Achievements in my first three months 🔹

🔬 Boosting Experimentation
📊 Revamped Experimentation Framework
🚀 Taking the leap into big strategic projects
🧹 Boosted marketing approach for in-house spinoff
🤖 Full assessment of Marketing Automation needs
🔍 Marketing Audit for low hanging fruit

Entrepreneur in Residence 💡

Board of Innovation

🚀 Marketing Specialist | AI Content & Funnel Builder | Inbound Lead Generation 🚀

🎯 Driving Inbound Leads: My main focus is to develop and execute data-driven content strategies that establish Board of Innovation as a thought leader on the topic of Creative AI. By crafting compelling content that resonates with our target audience, we aim to attract and engage potential clients, leading them through the marketing funnel towards conversion. We use Hubspot to capture and nurture our leads. 

📝 Content Creation: I love crafting captivating stories! We create high-quality and engaging AI content, including articles, blogs, case studies, webinars, reports and social media assets. By leveraging the power of AI, we can deliver relevant and personalized content that speaks directly to our audience's pain points and interests.

🔍 Funnel Building: Building an effective marketing funnel is the heart of my work. I strategize, design, and optimize funnels to maximize lead generation and conversion rates. By implementing various marketing (automation) and AI tools, we ensure the funnels are efficient and aligned with our business objectives.

🤝 Social Selling: I believe in the power of social networks to connect with potential clients authentically. Through engaging and value-driven interactions, we establish meaningful relationships, nurturing leads and converting them into loyal customers.

💡 Paid Advertising (LinkedIn): As LinkedIn is a prime platform for our B2B audience, I lead paid advertising efforts to maximize our visibility and reach. I analyze campaign performance, adjust targeting, and optimize ad content to achieve optimal results and ROI.

My favorite quote about this role? "SEO is no longer something you do anymore, it's what happens when you do everything right".

AI guy 🧠 - Funnel builder

Equals Three

As an Entrepreneur in Residence, I take immense pride in leveraging my extensive network built over the past decade as an agency founder. My mission is to facilitate organic growth for E3 by making strategic connections, nurturing relationships, and building highly effective marketing funnels to attract inbound leads.

🔹 My Role 🔹

💼 Leveraging My Network: Drawing upon my vast network of contacts, I play a vital role in expanding Equals Three's reach and influence within the industry. By identifying sales opportunities and potential partnerships, I ensure that E3 remains at the forefront of strategic collaborations.

🤝 Matchmaking Expertise: At Equals Three, I am the resident matchmaker, expertly connecting the dots between potential clients and our talented team. By understanding the needs and aspirations of both parties, I orchestrate introductions that foster mutually beneficial relationships.

📊 Building High-Performing Marketing Funnels: As part of the growth strategy, I am instrumental in constructing marketing funnels that captivate and engage potential clients. With a data-driven approach, I optimize these funnels to drive inbound leads, ultimately fueling E3's exponential growth.

🔝 Enhancing Commercial Striking Force: E3 boasts a talented team, and my role is to add a commercial edge to their already exceptional capabilities. I provide the striking force needed to seize opportunities, expand our market presence, and deliver outstanding results to our clients.

💼 Roundtable Dinners and Beyond: Hosting roundtable dinners and exclusive events, I foster a conducive environment for open dialogue and collaboration among industry leaders. These engagements not only strengthen existing relationships but also open doors to new business prospects.

Entrepreneur in Residence - Professional networker

Cosmos Collective

Head of Academy

Say ‘hi’ to Cosmos Collective, where experimentation meets innovation. We help innovation teams tackling all their assumptions via rapid experimentation. 

We developed an approach that allows us to test any business idea or concept within a period of 3 months. 

The 🔑 is finding the right sequence of experiments in order to test (read: tackle) all your riskiest assumptions asap. 

In our track, the user / customer is centralized. We take your idea outside of the corporate walls & turn it into real-market data asap. 

Are you ready to jump on the validation train? 🚄

Founder / Validation Lead

Validation / Experiment Lead

thewave

Member Of The Board Of Advisors

The Growth Revolution

The Growth Revolution is a Global  Growth Agency. We offer workshops, consultancy & projects all focused on Growth & Conversion Rate Optimization. As an agency we service both startups & corporates. At your service!

Growth Expert - Managing Partner

Yannick  Khayati

Sliding into the last workweek of 2025, be like ...

With 4 AI trainings in the last week of the year, I can tell it's a very busy one. 

PS: If you're looking to extend your marketing skillset with AI skills in 2026, get in touch.

Organizing the biggest AI conference for marketers in Belgium.

“This AI trainer thing is getting out of hand.” - my accountant

I’ve tested 100+ (AI) marketing tools in 2025, it’s insane…. I know. 

Here are the ones I’m currently sticking with. 

What’s missing on my list?

Wispr Flow
Chat GPT plus
Gemini 3 Pro
Lovable Labs
Plug&Pay
Framer
Miro
Notion AI 
Tella
Perplexity
Superhuman Mail
Granola
Gamma
Riverside FM
Clay
Linkedin Premium
n8n
Weavy
Canva Pro
Skool 

PS: Every month I’m hosting at least one AI for Marketers Masterclass. January 2026 sessions are already full, let me know if you want to learn these tools in February.

OpenAI is quietly building an ad business inside ChatGPT.

People are spotting things like “ads feature,” “search ad,” and “bazaar content” in the latest beta build of the Android app. 

It looks like ads will show up mainly around search and product recommendations, similar to Google’s AI Overviews and Perplexity’s sponsored prompts. This could let OpenAI give free users more features while keeping paid plans ad-free.

Exciting times ⏳

PS: Are you a marketer that doesn't know where to start implementing AI? I'm hosting my final AI for Marketers Masterclass of the year on December 18. I only have two tickets left. ➡️ www.aiformarketers.eu

Naval recently said something that’s stuck with me: “UI is pre-AI.” 

It made me rethink how we interact with software today.

Most interfaces still force humans to speak the computer’s language:
Navigate tabs
Click buttons
Fill out forms

But with AI, it could be the other way around, right?

A future UI could be:
Conversational
Context-aware
Invisible, even predictive
Autonomous?

It shifts from “where do I click?” to “what do I want?”
From navigation to intention.

I’m not sure I 100% agree with everything Naval meant, but it’s a hell of a thought experiment.

PS: Are you a marketer that doesn't know where to start implementing AI? I'm hosting my final AI for Marketers Masterclass of the year on December 18.  ➡️ www.aiformarketers.eu

First year as an AI trainer is almost in the books. 🙏

I tried to do a Spotify Wrapped for my first year as an AI x Marketing trainer.

Here’s what I learned:

- People will ask which AI tool is “the best” until the end of time.
- Venues will always lie about their WiFi.
- Marketers don’t have a tech problem. They have a workflow problem.
- So many marketing teams don't have a strategy, but just do random acts of marketing.
- ...

My 2025 numbers:

🧠 1,247 marketers trained
🧰 172 tools tested
☕ 14 open masterclasses
🧯 23 in-house fire-drills disguised as AI workshops 

2026 goal:

Make AI boring.
Make AI normal.
Make AI part of every marketing team’s daily output.

AI for Marketers Wrapped

If your ads aren’t converting, STOP tweaking your targeting. 

It’s probably not your settings.
It’s not your audience.

It’s your creative.

Here’s the truth after looking inside 100+ ad accounts:

The biggest bottleneck in performance is not enough creative volume.

When CTRs drop and CPLs spike, most marketers panic and dive deep into the platform:
➡️ Tweak settings
➡️ Expand audiences
➡️ Rebuild funnels

But 9 times out of 10?
The creative is the problem.
Or worse, there’s just not enough of it.


Now here’s the good news:
AI tools have completely changed this game.

Tools like Weavy, Inku, and Artlist let you:
Multiply your output
Generate ad variants at scale
Test faster, fail faster, win faster

And the quality? It’s getting scary good.

I recently saw a workflow that looked like science fiction:
	1.	Swipe a great ad to swipe file (Foreplay) → triggers an AI agent
	2.	Agent brainstorms 10+ ad concepts for your exact niche
	3.	Synthetic users test & rate them
	4.	Winning concepts get turned into 10-20 high-quality ad versions via AI tools

This is happening right now.

Most marketers are still playing checkers.
But AI is playing chess.

PS: Are you a marketer that doesn't know where to start implementing AI? I'm hosting my final AI for Marketers Masterclass of the year on December 18. ➡️ www.aiformarketers.eu

taplio

The Battle

Sydney Funck

Yannick Khayati

Followers

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Performance ScoreSydney Funck's LinkedIn Performance

Performance ScoreYannick Khayati's LinkedIn Performance

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taplio

The Battle

Sydney Funck

Yannick Khayati

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Sydney Funck's LinkedIn Performance

Performance ScoreYannick Khayati's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreSydney Funck's LinkedIn Performance