A journal on brands
that inspire us.

Brands have become one of the most powerful cultural forces of our time. They give us orientation, identity, and trust. This is a journal that follows this phenomenon by studying the iconic brands that define it.

Latest Articles

What makes some brands part of culture and others part of the background? We keep exploring.

02.06.2026

Schweppes returns to its roots in JKR-led overhaul

Schweppes presents its biggest brand refresh in generations, led by JKR with Studio.One and Mischief under the platform With Time Comes Taste.

26.05.2026

Etsy bets on human moments in new brand platform

Etsy widens its brand platform from sellers to shoppers with Celebrate Being Human, an Orchard Creative anthem directed by Jess Kohl.

25.05.2026

Ferrari presents Luce, its first electric car, designed with Jony Ive

Ferrari presents Luce, its first electric car, designed by Jony Ive and Marc Newson's LoveFrom over five years.

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Iconic Brands worth studying

Global technology company defining premium consumer electronics, software, and services through an identity built on simplicity, craft, and a tightly …

13 Articles

Coca-Cola is the world's best-known soft drink brand, built on universal values of happiness, sharing, and refreshment.

18 Articles

Global home furnishings retailer founded in Sweden in 1943, organised around democratic design and a brand vision of creating a better everyday life f…

16 Articles

The originator of the blue jeans, building cultural authority through music, film, and the enduring symbol of the red tab since 1873.

14 Articles

Explore all Brands

Positioning models and Frameworks

Golden Circle

By Simon Sinek

Simon Sinek's Golden Circle is a framework for leadership and inspiration consisting of three concentric circles

Unilever Brand Key

By Unilever (internal development)

The Unilever Brand Key is a positioning model developed in the mid-1990s by Unilever, one of the world's largest consumer goods companies.

Brand Holosphere

By Uli Drömann

The Brand Holosphere is a positioning model developed in 2018 by Uli Drömann, together with the Brand University of Applied Sciences in Hamburg.

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Essential Reading on Positioning

De-Positioning

Todd Irwin

In this book, brand strategy veteran Todd Irwin shares the exact process he's used to help Fortune 500 giants and disruptive VC-backed startups dominate their markets.

Positioning

Al Ries

Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses.

Start with Why

Simon Sinek

Start with Why shows that the leaders who have had the greatest influence in the world all think, act and communicate the same way—and it's the opposite of what everyone else does.

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A journal on brands that inspire us.