There are brands we genuinely love choosing. They make our work easier. They help us perform better. They may even say something meaningful about who we are. In the beginning, the dynamic is simple and elegant: the brand creates real value, and in return, we grant it our preference.
Ferrari’s recent introduction of the Luce, its first fully electric four-door model, has sparked exactly the kind of controversy one might expect from an iconic brand. Just as the Jaguar rebrand did, and many others before it.
Growth is often celebrated as proof that an organization is moving in the right direction. More clients, more opportunities, more momentum, each reinforcing the belief that the organization is moving forward. All are typically read as signs of health, relevance, and success. Yet growth does not only expand an organization’s reach. It also expands the number of decisions that shape its future. Without a clear reference point, that expansion can quietly weaken the brand it...
Brands constantly speak of innovation. They celebrate transformation, responsibility, customer-centricity, and long-term value. Yet every November, many return to one of the oldest commercial reflexes: the mass-discount ritual known as Black Friday.
One morning, I noticed something curious in my city. Within just a few hours, I saw three different versions of the same brand: the REMAX logo from 2005 on a moving truck, their 2017 logo on a for-sale sign, and the latest 2025 version on a bus shelter ad. Three identities, one brand—coexisting in plain sight. I call this “brand residue”: the traces left behind each time a brand changes its skin. While designers are...
