A journal on
the 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.

01.09.2026

Germany's state railway builds its brand around its own people

Deutsche Bahn realigns its brand around the people who run it, keeps the logo and the colours, and builds the new system on the sleeper.

13.08.2026

Instagram refreshes its brand identity after a decade

Instagram introduces a refreshed script wordmark, new typefaces and a subtler gradient, its first major brand update in a decade.

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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 …

22 Articles

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

19 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.

15 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.

Browse all Models

Featured Books about Positioning and Brand Leadership

The Ride of a Lifetime

Robert Iger

Iger makes the case that you can build something great without going over people, though Disney's own magic stays oddly offstage.

Markenidentitätsmodelle

Dr. Bernd Radtke

A compact academic survey that lines up seven brand identity models side by side, useful as reference but dated by its 2013 scope.

Building a StoryBrand 2.0

Donald Miller

Donald Miller's StoryBrand framework reframes brand communication around a single idea: the customer is the hero, and the brand is the guide that helps them solve their problem.

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A journal onthe brands that inspire us.