Brand Strategy

Constituted by the past, not enslaved by it

Building the future without abandoning what matters. In "Amarelo, Azul e Branco", Rita Lee (1947–2023), the Brazilian rock goddess for six decades, penned one of the most […]

Walkers Welcome

What has a stock price got to do with brand? Everything. Bill Bowerman built Nike on one idea: if you have a body, you're an athlete. A […]

From Making to Meaning

Florestano Compagno

Europe’s Opportunity to turn Product Excellence into Brand-led Value. The way a geography creates its most distinctive value often defies its clichés. The US's edge lies in […]

Brand Architecture: It’s not a naming exercise. It’s a growth system.

Why the way your brands connect, signal, and scale determines whether your portfolio accelerates or collapses under its […]