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Move the right people

Brand Performance

Everyone’s using AI to draft content—LinkedIn posts, blogs, landing pages. It’s fast. It’s cheap. It’s everywhere. 

Yet, here you are.
Because something’s off.

It doesn’t sound like you.
It misses momentum.
It misses the point.
It disappears into the AI sludge flooding your market.

That’s where we come in.

We help you craft brand messaging that converts by leaving your fingerprint on the screens, feeds and timelines that matter.

Stop publishing.
Start performing.

Interesting bunch, these Biarritz clients. True experts in their field, often the sharpest minds in the room.

Some protect the backbone of the internet from falling into the wrong hands.
Some guide brands through the realities of an aging workforce and society.
Some push tech to its limits to make healthcare more accessible to everyone.
Some have spent whole careers improving how we educate future generations.
And some help HR professionals finally bury the bureaucratic ghosts of the last century.

Many use tech. They all use heart.
The common thread: they matter, and they make things better.

They’ve all got brains, guts, and drive. What they don’t have is the time, headspace, network, or skills to turn all that expertise and heart into publications that build trust, authority, and brand equity.

Most turn to AI at some point, thinking,

“I’ll just let AI write my copy. It’ll help me get found and quoted.”

But then you’re literally letting AI talk to AI.
That’s a Black Mirror episode, not brand marketing.

No differentiation.
No human feeling.
No connection.
Just average.

Most eventually end up calling us because they love AI’s speed and efficiency but can’t stand the GPT-flavored sludge flooding feeds and websites. 

It’s lazy. Uninspired. Interchangeable. Irrelevant.
Everything they’re not.

We exist to add meaning, message, and momentum, and to give our clients the confidence to connect with the people who matter most.

Businesses. Consumers. Investors. Prospectives. Partners. Shareholders. Regulators. Policymakers. Culture carriers. Journalists. The whole cast of characters that shape what happens next.

Make ’em laugh.
Make ’em cry.
Make ’em feel something.
Believe something.
Do something.
Buy something.

Because a brand that doesn’t move people really isn’t worth shit.

Jeroen Meulman, founder and copywriter at Biarritz

Strategic Advisory Services

We don’t show up for the easy stuff AI can handle. Clients call us when the stakes are high—when they need sharp strategy, clear thinking, and a real point of view. We get into the guts of the business, deliver fresh insight, and find new ways to tell their story. And when it’s time to write? We write to win.

Authority & Thought Leadership

We’ve got a sharp eye for what’s really going on with your clients—how they think, how they talk, what they believe and trust. The result? Clear, confident communication that gets noticed, builds trust, earns authority, and wins business.

Additional services

Strategic Editing

We reshape structure, flow, clarity and argument—so your content actually lands.

Brand Voice Alignment

Add your fingerprint to the feed with messages that are on-brand.

Content Enhancement

We add proof points, story, and style and kill the marketing speak.

Channel-Specific Polish

LinkedIn ≠ email ≠ landing page. We adjust accordingly.

Editorial Thinking

We don’t just edit—we advise, question, and push your message forward.

A shift in mindset

Writing for AI and humans starts with a shift in mindset.

You're not just writing for people anymore.
You’re writing for retrieval, relevance, and real resonance.

Answer engines like Google’s SGE, ChatGPT, and Perplexity are scanning content for clarity, structure, and authority.

Humans still want personality, precision, and a point of view.

That means your content now needs to rank, respond, and resonate. All at once.

So:

You’re not publishing. You’re performing.
You’re not filling space. You’re earning presence.
You don’t post and forget. You update, adapt, and stay in rhythm with relevance.

To build authority in the new search, we create content that’s:

  • Quotable — worth repeating, sourcing, and sharing

  • Updatable — structured to grow, not expire

  • Adaptable — ready for new channels and changing formats

  • Alive — in sync with your audience and the AI that serves them

Meet your Brand & Communications Strategist

Jeroen Meulman is the founder and Brand & Communications Strategist at Biarritz.

With over 20 years of international experience—and an instinct for the next wave—Jeroen’s helped brands between Amsterdam and Lisbon find their voice and backbone. Commercially sharp, sure. But just as community-focused as conversion-minded.

He moves easily between the abstract and the concrete, strategy and tactics, the big picture and the fine print. The industry press took notice: they named Jeroen one of the 100 most influential people in the business, back-to-back in 2024 and 2025.

You always work with Jeroen exclusively and directly. No hand-offs. No project managers. Just a seasoned pro who has your back from day one till day done.

TESTIMONIAL

"We needed someone who would stay clear of marketing speak, and stay true to the values we share with our community."

NLnet Labs builds open source software trusted by a community of experts and the world’s biggest tech players. If it fails? Emergency services, banks, governments go dark. People and businesses suddenly stop connecting, communicating, and paying. Life as you know it grinds to a halt. That’s the level of play.

To launch the successor to their world-leading DNS signing software, they brought us in for research, strategy, and performance. Alex Band, Director of Product Development, recalls his initial hesitation and explains how Brand Performance lifted the weight off his shoulders and outperformed every expectation.

Why this works

Average doesn’t make enemies.
But it doesn’t build believers either.

GPT can write. But it can’t think.
It can generate. But it can’t judge.

It’s safe, predictable, and average by design.
And average doesn’t move markets.
It doesn’t change minds. It doesn’t close deals.

Average sits in the boardroom, nodding along.
It stretches meetings, burns budgets, and sands down sharp edges until nothing remarkable remains.

Our job isn’t to rewrite what AI did.
It’s to craft words with authority, clarity, and intent, built to move the people who matter most.

Not flood feeds or please an average crowd.

Leave nothing

Not an inch. Not a doubt. If you need to be believed, backed, or bought — we make you impossible to ignore.

Let’s talk about the first message you want to get out there.

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AVERAGE IS ELSEWHERE