BRAND STRATEGY & CREATION THAT SEAL THE DEAL

Meaningful Brand Strategy builds a brand on what an organisation stands for, and links that meaning to commercial results. It is good for people and good for business. At Cojak, I use it to help organisations in transition sharpen their identity and connect with their customers.

Cojak is led by Filip Bullens, brand strategist and creative director with 30 years of experience. Jack Cojak is the only job title he ever wanted. He works with the Cojaksons, a network of trusted specialists.

Organisations in transition, from local SMEs to international players. Size is no criterion. I work with clients who have something meaningful to say, when the match is right for both of us. Clients include Mirto, Design Museum Gent, Enabel and Engie.

You work directly with a senior strategist who also leads the creative work, backed by a network of specialists. So the idea survives the execution. My method ends at the deal: meaning has to earn its keep. And I keep things simple. Complexity in, clarity out.

The Brand Compass is my method for defining a brand from the inside out. It captures six elements: your brand heart, experience, promise, values, personality and audience. The result is one clear direction for every decision and every message.

Yes. Many collaborations begin before a logo or a campaign exists. I help you uncover what your brand stands for and define your positioning, so every creative choice that follows is rooted in strategy.

Yes, when your brand needs it. I lead the creative direction myself, from campaign concepts to video direction. For websites and digital marketing I bring in the Cojaksons, so you keep one consistent voice.

No. Every project starts with an intake, where I look at the brand behind your question. Sometimes it is solid and we build straight on. Sometimes one clear choice about your positioning makes the whole project pay off. You decide how far we go.

SEO focuses on keywords and ranking in search engines. GEO, or Generative Engine Optimisation, focuses on meaning. It helps AI systems such as ChatGPT, Gemini and Copilot understand what your brand does, so you show up in their answers and recommendations.

Together with my digital partner, I translate your brand story into clear, structured language that people and AI systems can both read. We start with an AI Brand Audit to see how AI describes you today. Then we adjust your content and your website until the answer matches who you are.

That is the field of Rodrigo Costa, digital partner of Cojak with more than 20 years of experience. He takes care of lead generation and campaign optimisation, including CRM tools such as HubSpot. I make sure everything follows your brand strategy.

I give brand strategy workshops and keynotes, and I coach founders and teams, in English, Dutch or French. I am the brand strategy and communication coach at MAD Brussels, the fashion and design centre of the Belgian capital.

Cojak is based in Ghent, Belgium, and works with clients internationally. I work in English, Dutch and French, workshops and coaching included. German is possible too.

Send me a message through the form or by email. I will personally schedule a short intake talk to understand your goals and your challenges. From there we map out a clear path together.