Don't Fck Up Your BabyAfter years of industry experience and academic positions lecturing students about creativity and branding, Joris van Dooren and Coen Luijten both began to notice some strange behaviour. Both their students and the starting entrepreneurs they were working with in their Building Better Brands course had started to act irrationally when it came to their brands, putting in all their financial resources, discussing them non stop, and staying up late into