Marcel's lab
Stef HamerlinckDiscover the secrets to building a brand in a generative AI world.
| Platform |  | Pricing | Freemium | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 224 | Founded | 4 years ago | Last Issue | 15 days ago |
| Active | |||||
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labmarcel.substack.comLatest Issues
Why is everyone launching a mascot right now?
The last 2 weeks, mascots just kept falling out of the sky. Crocs hatched a crocodile. Dolmio pulled its puppet family out of storage after a decade. A Stanley toolbox started talking. And the Wall Street Journal ran a whole piece on why ev...
Marcel has a show now
For the past months, this newsletter has been hammering one idea. Build the character. Own it. Give it a world and let people play with it.
At some point you have to eat your own cooking.
So: Marcel has a show now.
Introducing Charact...
Who owns a meme?
There’s a character right now with tens of millions of views, an official plush line, a global toy license headed for mass retail, an EU trademark, and a federal court case about who controls it.
Nobody agrees on who made it.
It’s a woode...
This mascot keeps getting promoted
Last week, Bol launched a brand campaign starring a round guy in a blue suit and a cardboard box with a face. Easy to scroll past. Cute Dutch retail fluff.
Don’t. This is the most complete mascot playbook running in Europe right now, and i...
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...
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| Subscribers | Engagement | 67 | Monthly Web Visits | ||
|---|---|---|---|---|---|
| Accepts Sponsors | Estimated Cost per Ad | ||||
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Authors
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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