Brands

Apple is not in a financial crisis. In 2024, it reported revenues exceeding $380 billion. Its market capitalization hovers around three trillion. By any standard economic measure, Apple is one of the most successful organizations in the history of capitalism. Yet something has changed. And those who work in brand strategy sense this clearly, even … Read more

We are in Saint Petersburg in 1866.The weather is bitterly cold. The room is barely lit. A man and a woman sit opposite one another in a modestly furnished room with blackened wallpaper. The first is a promising university student who, however, looks ill. The second is a beautiful young woman with a clear, if … Read more

When you walk into a Lidl, you immediately know where you are.The narrow aisles. The essential packaging. The prices displayed in large type. The deliberate absence of that aspirational atmosphere competitors build through lighting, music and carefully arranged shelves. Lidl wants to look exactly like what it is.And that, paradoxically, is its brand. The value … Read more

Seventeen years after his death, Michael Jackson generates more value than almost every living brand. And it is no coincidence. Michael, the film directed by Antoine Fuqua, debuted on April 24, 2026, with $97 million in the US market alone and $218 million globally in its opening weekend. The biggest opening in history for a … Read more

Yamaha makes pianos.But also motorcycles.And even though it might seem strange, it is not, because Yamaha shifted its value chain from a product to a concept. And that made all the difference in the world. Its logo belongs to two completely different worlds. It can be found engraved in the most important concert halls in … Read more

For three decades, global management built an architecture founded on outsourcing. The idea was elegant in its logic: concentrate intellectual capital on the core business, outsource everything else to specialized suppliers distributed across the planet. Reduce fixed costs, increase flexibility, scale without friction. This structure had a name: Lean Manufacturing. It also had an operating … Read more

Jannik Sinner won the Madrid Masters 1000 by defeating Alexander Zverev in the final, becoming the first tennis player ever to win five consecutive Masters 1000 titles. Indian Wells, Miami, Monte Carlo, Madrid. One after another. With the solidity of a machine that never jams, of a system that works even when the pressure rises, … Read more

The question might seem obvious, yet the answer is not. In fact, it might be that it is no longer entirely one or the other. Red Bull is now an ecosystem. At its core, it includes soccer teams, racing cars, global events, a media house, and ventures. And beverages, of course. Beverages too… Understanding how … Read more

The most famous Swoosh in the world stopped acting like someone could steal its crown. And the market responded right on cue. This is the company that invented sneaker culture. The company that built the most recognizable sports brand in history. The company that signed the contract that changed sports marketing forever (the $500,000 a … Read more

Moving always brings many emotions with it. Some of these are positive, sweet, exciting. Others are more melancholic or fearful. Yet, whatever the reason for changing homes, or moving from one office to another, there is something that remains. And what remains is the feeling you get after spending hours looking at instructions, tightening screws, … Read more

We have spent a lifetime witnessing the eternal conflict between rationality and instinct. Reason and emotion. Mind and body. Yet, in today’s communication landscape, the boundary between the two has almost vanished. The line between logical reasoning and biological response is rapidly dissolving, and the role of the Sympathetic Nervous System in decision-making processes is … Read more

Over the last twenty years, sports have built their value on competition. Rivalries, records, rankings. The narrative has progressively shifted from technical quality to the result; from the imaginary to profit. And so, you are either the best or you are left behind. Football, more than any other sport, has incorporated this model. Yet the … Read more