Marcel's lab
Stef HamerlinckDiscover the secrets to building a brand in a generative AI world.
| Platform |  | Pricing | Freemium | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 220 | Founded | 4 years ago | Last Issue | 16 days ago |
| Active | |||||
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labmarcel.substack.comLatest Issues
Friction beats friendly
Your AI is too nice. So is everyone else’s.
ChatGPT agrees with you. Claude apologises when you raise your voice. Gemini wants to know how it can help. Every brand sounds the same. Helpful, friendly, slightly desperate.
The work I actuall...
This Chinese retailer built a $2.4B business by selling characters, not products
Picture a store selling €2 notebooks and plastic spatulas.
You walk in. You grab something. You leave. You forget the store existed by the time you reach the parking lot.
That was Miniso, circa 2019. A cheap Chinese lifestyle chain with 2...
An AI squirrel just scored top 1% of all TV ads ever measured.
In the last month: a hand-built robot wearing Nike Air Maxes, an AI-generated squirrel that hit the top 1% of all TV ads, a recliner full of practical-effects gear that became one of the year’s most charming brand films, a Bigfoot in a hair...
Prada got a mascot?
I’ve been a bit quiet lately. That’s because Marcel’s Lab is in full production mode. From building mascot-driven universes to delivering a keynote in the Atomium, Marcel and I have been busy. 🎉 Anyway. A lot happened in the mascot world w...
Did Apple just launch a mascot?
Apple is on TikTok with a tiny figurine that went viral. A bear named FiBEAR is selling fiber popcorn with puppet energy. Penguin just freed a bird that has been locked in an oval since 1935.
Let’s go.
Apple built a mascot from...
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The writers behind this newsletter.
Exploring how generative AI is changing brand-building — with frameworks, lore, and a blue dog named Marcel.
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