Brand profiles, positioning and case studies

A Japanese sportswear company whose corporate name is an acronym of a Latin sentence about a sound mind in a sound body, which it has turned from a fo…

19 Articles

Australian skincare brand built on restraint: plain, ingredient-led products, amber pharmacy-style packaging, no conventional advertising, and a retai…

8 Articles

Nike is the world's largest athletic footwear and apparel company, building the brand around elite performance, athlete partnerships, and a long-runni…

12 Articles

Founded by tennis champion René Lacoste in 1933, the Maison fuses sportswear heritage with French elegance and is known worldwide for the embroidered …

15 Articles

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

22 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

Tiffany & Co. is an American luxury jeweller built on craftsmanship, romantic storytelling around love and engagement, and its trademarked Tiffany…

6 Articles

Starbucks is the world's premier coffeehouse brand, dedicated to the craft of coffee and the concept of the third place between home and work.

9 Articles

Private space transportation company founded by Elon Musk, building reusable rockets and the Starlink satellite internet service, with a stated goal o…

12 Articles

Oatly is a Swedish plant-based food company best known for its oat milk, positioning itself as a challenger brand that combines sustainability advocac…

7 Articles

British heritage apparel brand built on waxed cotton craftsmanship, balancing country lifestyle authenticity with contemporary cultural relevance.

6 Articles

Netflix positions itself as the world's leading entertainment service, built on storytelling that travels across every border.

9 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 electric vehicle company repositioning itself as an autonomous technology and robotics platform, with ambitions extending from mobility to humanoi…

11 Articles

ING presents itself as a direct, digital-first challenger bank, built on a purpose of helping people stay a step ahead and expressed through the Dutch…

6 Articles

Bayerische Motoren Werke Aktiengesellschaft, together with its subsidiaries, develops, manufactures and sells cars and motorcycles, as well as spare p…

12 Articles

Microsoft is a global technology corporation spanning operating systems, productivity software, cloud infrastructure, gaming, and consumer hardware, p…

11 Articles

The world's leading creative software company, powering digital experiences from design and video to documents and AI-assisted creativity.

8 Articles

Founded by Thomas Burberry in 1856, the British Maison is known worldwide for the gabardine trench coat, the Burberry Check tartan and a heritage root…

18 Articles

Founded in 1931 by Ferdinand Porsche in Stuttgart, the Maison combines a 75-year history of sports-car engineering with a heraldic identity drawn from…

11 Articles

Samsung positions itself as a maker of essential design, one system of typography, form and material across phones, screens and the home.

17 Articles

German premium plush toy manufacturer recognized as the inventor of the teddy bear and the steward of the Knopf im Ohr trademark, with a guiding princ…

12 Articles

Founded by James Jebbia on Lafayette Street in April 1994 as a skate shop, Supreme defined the modern streetwear category through a tightly controlled…

11 Articles

Founded in 1854 by Louis Vuitton in Paris, Louis Vuitton Malletier is one of the world's most valuable luxury houses and the largest revenue contribut…

13 Articles

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A US cryptocurrency exchange that changed its mission from building an open financial system to increasing economic freedom in the weeks around its 20…

10 Articles

adidas is a German sportswear company built around the three stripes mark, pairing performance innovation with a heritage lifestyle line under the Tre…

22 Articles

Disney is one of the world's largest entertainment companies, combining animation, live-action studios, theme parks, and streaming under a unified nar…

20 Articles

Loewe is a Spanish luxury fashion house renowned for its innovative designs and exceptional leather craftsmanship. The brand offers ready-to-wear clot…

15 Articles

Italy's iconic orange aperitivo, known for the Aperol Spritz ritual and positioned around sociability, sunshine, and Mediterranean lifestyle.

2 Articles

The outdoor apparel brand that treats environmental activism as its core business purpose, pioneering sustainability-first brand communication.

7 Articles

Italian luxury sports car manufacturer building exclusive, performance-focused vehicles in Maranello, anchored in Formula 1 heritage and a defined ann…

16 Articles

German flag carrier and Europe's largest airline group, recognized for the Otto Firle crane, the Ulm corporate design system, and a contemporary premi…

14 Articles

The world's largest retailer, built on everyday low prices and expanding from discount retail into an omnichannel, digital-first platform.

10 Articles

Google is the world's dominant search and advertising technology company, now extending its visual identity and design language across products to ref…

22 Articles

The world’s most iconic stout, built on a 267-year brewing heritage and the Brian Boru harp — a symbol inseparable from Irish national identity.

10 Articles

Founded in San Bernardino in 1940 by Richard and Maurice McDonald, and incorporated as McDonald's Corporation in 1955 by Ray Kroc, McDonald's is the l…

21 Articles

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

19 Articles

The world's largest online retailer and cloud computing provider, recognized globally by its Smile Arrow logo.

5 Articles

Hermès is an independent French luxury house rooted in saddlery and leather craft, positioned around artisanal quality, scarcity and durability rather…

8 Articles

Premium automotive brand built on engineering precision, heritage, and luxury — anchored globally by its three-pointed star.

9 Articles

Founded by Ralph Lauren in 1967 with a line of men's neckties, the American Maison evolved from the Polo brand into a global lifestyle business known …

12 Articles

Founded as Neon Trading in Munich in 2015 and relaunched in 2019 under a civic name that framed capital markets as a shared thing rather than a profes…

10 Articles

Heritage eyewear brand built on the Aviator and Wayfarer, originally an aviation product by Bausch & Lomb, now owned by EssilorLuxottica and expan…

7 Articles

British ultra-luxury car manufacturer known for the Winged B emblem and over a century of handcrafted grand tourers.

7 Articles

British luxury car manufacturer repositioning as an all-electric brand built around 'exuberant modernism.'

8 Articles

Italian luxury sports car manufacturer defined by its Raging Bull emblem, extreme performance, and angular design language.

5 Articles

Global technology and entertainment group built on a Purpose of filling the world with emotion through the combined power of creativity and technology…

17 Articles

German mass-market automotive brand and core marque of the Volkswagen Group, defined historically by accessible, well-engineered cars for the broad mi…

23 Articles

Iconic Brands

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