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.

Levis & Nike | 27.06.2026

Brands turn World Cup branding bans into campaigns

Levi's, Heinz, Gillette and Nike turn FIFA's World Cup branding restrictions into some of the tournament's most shared marketing.

15.06.2026

KFC builds its global rebrand around the bucket

KFC presents a global rebrand by JKR that promotes its bucket from packaging to the organising device of the entire brand system.

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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 …

13 Articles

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

18 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.

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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.

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.

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 onthe brands that inspire us.