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.

Lacoste | 27.04.2026

Lacoste revives "Life is a Beautiful Sport" with BETC Paris

Lacoste revives its signature slogan in a Parisian film with Novak Djokovic, developed with BETC Paris and timed for Roland-Garros.

Lacoste | 21.04.2026

Lacoste presents a new visual identity by Commission Studio

Lacoste evolves its visual identity with Commission Studio, a bespoke serif typeface, refined Crocodile and three historic green tones.

Walmart | 17.04.2026

Walmart Unveils Modern Redesign of Great Value, Its Flagship Private Brand

First major refresh in more than a decade enhances shoppability while maintaining the same trusted products at Every Day Low Prices

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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 …

10 Articles

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

17 Articles

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

13 Articles

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

5 Articles

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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-Market Connector (BMC)

By Annette Bruce & Christoph Jeromin

The Brand-Market Connector was developed by Annette Bruce and Christoph Jeromin as part of their concept of agile brand management.

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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.