What Happens When You Mix a Pro Triathlete, Rock Musician & Rebel Brand Builder? (with Michael Marckx)

What do you get when a pro triathlete, rock musician, and boundary-breaking brand strategist—who has survived seven car accidents—refuses to quit?
You get Michael Marckx: Chief Branding Officer at Digital Union Marketing, creator of the world-famous Belgian Waffle Ride, and the mind behind some of the most iconic brand transformations of the last two decades.

In this high-energy episode of (un)conversations®, Dr. Alison Schmidt sits down with Michael to explore how the (UN)word Effect—being (un)usual, (un)reasonable, and (un)finished—drives authentic leadership, creative risk-taking, and breakthrough brand innovation.

From launching Spy Optic’s Happy Lens to leading reinventions at Adidas and Ocean Pacific, Michael shares the mindsets that fuel resilience, creativity, and visionary thinking—both on the bike and in the boardroom.

A must-listen for marketers, entrepreneurs, creatives, brand leaders, and anyone ready to defy the usual.

🔥 In This Episode:

• 🚴 The origin of the Belgian Waffle Ride—and why disruption creates community

• 💡 How being (un)usual builds real confidence and authentic connection

• 👓 Why taking (un)reasonable risks leads to breakthrough ideas

• 🗝️ How staying (un)finished keeps leaders and brands evolving

• 📘 Inside Michael’s Brand Bible Method and iconic brand turnarounds

• 🛹 The guerrilla marketing campaign at the Sydney Opera House that changed skateboard culture

• 🧘 How flow, belief systems, and metaphysical thinking fuel creativity and leadership

• 💥 The resilience behind surviving seven car accidents—and coming back stronger

Timestamp:

(00:00) Introduction to Disruption and Innovation
(02:50) The (UN)word Effect: Embracing Unusual Paths
(06:11) The Power of Being Unusual
(09:04) Unreasonable Leadership: Challenging the Norms
(11:56) The Journey of Being Unfinished
(14:46) Excellence in Athletics & Business
(18:04) The Impact of Unreasonableness
(20:59) The Psychic’s Prophecy & Career Shift
(23:53) Guerrilla Marketing Beyond the Box
(37:09) Choosing Optimism in Adversity
(38:36) Unconventional Success
(42:06) The Importance of Branding
(45:28) Brand Integrity
(49:18) Personal Branding
(52:14) The Sydney Opera House Story
(01:01:03) Flow in Life and Work
(01:05:36) Ask Dr. Alison
(01:13:52) The (UN)wrap Up & Outro

Host & Guest:

Dr. Alison L. Schmidt, Ph.D., Founder of (un)conversations® and Unconvention LLC, Alison helps leaders and organizations unlearn what no longer serves them—and lead with authenticity, courage, and purpose.
Website: www.unconventionllc.com

Michael Marckx, Chief Branding Officer at Digital Union Marketing, endurance athlete, musician, and visionary brand strategist. Michael specializes in resuscitating, transforming, and guiding brands through resets, repositioning, and long-term growth.
Website: www.digitalunionmarketing.com

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