Articles on brand strategy and positioning

Barbour | 11 September 2026

Barbour builds a season around its own tartan

The autumn winter season runs on the pattern itself: a campaign in the Pentland Hills, an exhibition and a student brief.

Trade Republic | 12 May 2026

Brad Pitt says nothing for Trade Republic

Brad Pitt speaks no line in the film Trade Republic calls the largest campaign in its history, now running in 18 markets.

Bentley | 2026

Priyanka Chopra Jonas revealed as brand ambassador for Bentley in new campaign

Bentley Motors unveils a new campaign starring Priyanka Chopra Jonas in her debut role as a leading global ambassador for the brand

Ray-Ban | 9 April 2026

Ray-Ban unites classic and smart eyewear under Jennie

Ray-Ban names Jennie its first global ambassador and unifies classic and smart eyewear under a single brand campaign.

Tiffany & Co. | 15 March 2026

Tiffany & Co. names Natalie Portman a House ambassador

Natalie Portman becomes a Tiffany & Co. House ambassador in a 70mm HardWear film about strength, with a nod to Breakfast at Tiffany's.

Tiffany & Co. | 28 October 2025

Tiffany & Co. makes love the gift in its 2025 holiday campaign with Anya Taylor-Joy

Tiffany's 2025 holiday campaign Love Is a Gift stars Anya Taylor-Joy on a Blue Box journey through New York, London and Tokyo.

Burberry | 8 October 2025

Burberry presents Postcards from London with Olivia Colman

Burberry releases Postcards from London, a four-film campaign with Olivia Colman directed by John Madden for outerwear and heritage.

Lacoste | 25 August 2025

Lacoste turns its crocodile into a GOAT for Novak Djokovic

Lacoste reshapes its crocodile into a GOAT for Novak Djokovic, launching a five-piece capsule from its Fifth Avenue flagship.

ASICS | 12 May 2025

ASICS signs a dog as a brand ambassador

ASICS gives a Samoyed called Felix an ambassador contract and puts a 28,000 person study behind the claim that dogs make people move.

Levis | 29 September 2024

Levi’s Reimagined Its Cultural Legacy With a Beyoncé-Led Global Campaign

Levi’s partnered with Beyoncé in its “REIIMAGINE” campaign, using her cultural influence to reinterpret classic ads and reposition denim through a modern, female-driven lens.

Burberry | 9 September 2024

Burberry launches It's Always Burberry Weather

Burberry returns to outerwear and the British landscape with a multi-chapter campaign photographed by Alasdair McLellan.

Louis Vuitton | 18 May 2024

Core values returns to the summit with Federer and Nadal

Louis Vuitton revives its Core Values series with Roger Federer and Rafael Nadal on the Dolomites, shot by Annie Leibovitz.

Jaguar | 15 May 2015

Jaguar’s campaign brings together British acting talent for a cinematic brand moment

In 2014, Jaguar announced a high-profile Super Bowl advertising campaign featuring three well-known British actors: Tom Hiddleston, Ben Kingsley, and Mark Strong. The initiative marked a major step in Jaguar’s international marketing strategy, particularly in the U.S. market, where the brand aimed to strengthen its emotional and cultural positioning.

Nike | 1 April 1985

Nike launched the Air Jordan 1 and built a brand around one player

Nike launched the Air Jordan 1 on 1 April 1985, designed by Peter Moore and worn by Michael Jordan, foundation of the Jordan sub-brand.

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