THE MAGIC BRIEF — ABOUT FLORIS

From Disney fan
to marketing strategist
to your weekly brand lesson.

25 years in marketing. One obsession:
understanding why great brands work —
and bringing that back to the people
building them.

Floris · Founder

The moment I said "have you seen how Disney did this?" to a client, something clicked. The same principle that sounded abstract seconds before suddenly made complete sense.

The brands we love aren't just case studies. They're a shared language. Disney, LEGO, Apple, Nike — we already have an emotional connection to them. That connection is the entry point to the lesson.

Walt Disney walked through his parks and watched people. He built things based on a genuine understanding of human behaviour — and the frameworks arrived later. Today, most marketing decisions are made behind a screen, without ever talking to the people you're trying to reach.

That's what I want to change.

I'm Floris — a marketing strategist who also teaches improvisation theatre. Those two aren't as different as they sound. In improv, you read a room, respond to what's actually happening, and build something real in the moment. Marketing, at its best, works exactly the same way.

I've spent 25 years in this industry. My favourite film is still Toy Story. And what I've always loved about Disney isn't the parks or the films — it's the thinking behind them.

Every Wednesday, I send one brand, one sharp lesson, one thing you can actually use — through the lens of the brands you already love.

"Business lessons from the brands you love."