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CEO insights

The Hidden Design System That Makes You Pick the Right Lipstick

Walk into any cosmetics store and you’re hit by a quiet kind of perfection. Every shelf seems choreographed — the gradients of colour, the light catching just right, the little price tags that somehow align across the entire wall. You could walk from Paris to Tokyo, and the same brand would look like it was designed by one person with a ruler and infinite patience.

Kevin Goeminne

Dec 4, 2025

Latest articles

CEO insights

The Marketing Manager’s Revenge: Turning Brand Chaos into OrderMonday morning. 8:47 AM. The campaign launch meeting was supposed to start ten minutes ago, but the Zoom link is broken, half the team is still in another time zone, and someone in . . .

Kevin Goeminne

Nov 3, 2025

CEO insights

The Curse of the Brand Font: When Typography Becomes a ReligionEvery brand has its sacred font. It’s chosen carefully, blessed in a brand book, and protected by rules that sound almost theological. . . .

Kevin Goeminne

Oct 16, 2025

CEO insights

The secret life of price tags: Why visualizing a price is rocket sciencePricing sounds simple. Pick a number, slap a currency sign on it, call it a day. But if you’re IKEA, Zara, McDonald’s, or any other global brand, it’s anything but simple. . . .

Kevin Goeminne

Oct 10, 2025

CEO insights

AI is drowning your brand. Guardrails are the only lifelineGenerative AI was sold as the miracle cure for marketing’s chronic headaches. No more endless backlogs. No more waiting weeks for banner ads, translations, or social posts. Just ty . . .

Kevin Goeminne

Oct 1, 2025

CEO insights

The focus on pixel perfect is killing your brandLast week I watched two designers argue for 20 minutes about whether the logo on a banner should move two pixels to the left. Two pixels. On a 1080-pixel wide canvas. That’s 0.18% . . .

Kevin Goeminne

Sep 24, 2025

CEO insights

This month, the platforms turned creative into infrastructureThe meeting started like so many others: a global launch, eight markets, dozens of retail partners. The slides looked sharp, the strategy was solid, the budget approved. . . .

Kevin Goeminne

Sep 18, 2025

CEO insights

Marketing production is becoming a commodity. And that’s a good thing.Open your phone. Scroll Instagram. Look at the ads. The influencer promotions. The TikTok videos. Here’s the unsettling truth: most of them look pretty damn good. . . .

Kevin Goeminne

Sep 10, 2025

CEO insights

Killing Chaos in Marketing by Kevin GoeminneI’ve been running CHILI publish for years, and there’s one thing I’ve learned the hard way: marketing is drowning in chaos. . . .

Kevin Goeminne

Sep 4, 2025

Automation,

Smart Templates

GraFx Studio: Your Programmatic Marketing EngineWhat if you never had to start another marketing campaign from scratch? With CHILI GraFx, you can build on-brand, ready-to-use assets for every marketing touchpoint – delivered con . . .

Automation,

Smart Templates

The Secret Sauce of Real Estate MarketingTired of slow and expensive real estate marketing? In this episode of CHILIpulse, Branko Trifunovic and Bram Verniest reveal how smart templates and personalized, data-driven autom . . .

Automation,

Smart Templates

DAM Fast: Keepeek's 2-Day Connector BuildManaging a growing volume of media assets across platforms is a challenge many marketing and creative teams face. But what if your DAM could speak directly to your creative automat . . .