Insights on Case Notes

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

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

The Plastic Watch That Saved an Industry: The Branding of Swatch

Swatch vs Vortic: The Watch Giant That Lost to 58 Watches

Red Arrows, a Sailing Ship and a Squirrel: How Singapore Banks Brand Trust

My Other Bag vs Louis Vuitton: The Tote That Out-Joked a Luxury House

Case Notes: Why TWG Tea Has to Call Itself Tea WG in Hong Kong

Same Alps, Different Promises: The Branding of Hospitality Schools

White Shirts, a Hammer, a Red Arrow: Political Party Branding in Singapore

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

BMW vs Mercedes-Benz: A Century-Long Duel Between Two Promises