Insights on Brand Strategy

“The unexamined life is not worth living.”
— Socrates

The Business of Desire: The Top 10 Luxury Brands in the World

Claude Versus DeepSeek and the Strange Branding of AI Models

The Chatbot Gave You 500 Names. Now What? How to Create a Brand Name in 2026

From Film to Face Cream: How Fujifilm Built Astalift Out of a Dying Business

Behind the Wall: The Branding of Schneider Electric, from Cannons to Kilowatts

Nobody Buys a Chip: How to Brand a Technology People Will Never See

Fans First, Songs Second: The Business Logic of K-pop Branding

How to Create a Brand Architecture in Five Workshop Sessions (Bring Sticky Notes)

Make It Hard to Buy: The Upside-Down Playbook of Luxury Brands

Cheap, Quick and Under Scrutiny: A SWOT of Fast Fashion Branding

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