Aesop: the friction was the product
How a Melbourne hair salon side project built a $2.5B brand on deliberate inconvenience, and what happens to that brand inside L'Oreal.
Blog
William Fan at ten: a brand outgrowing its system
A Berlin label with Chinese-German cross-cultural DNA is expanding faster than its brand architecture can hold. 30 signals scored.
Lemaire: how to scale quiet
A positioning analysis of the Parisian fashion house that grew tenfold by saying less than everyone else.
What 40 signals reduce to 3
A three-generation German furniture workshop is selling €3,000 tables with a €500 brand. Here's what the pipeline found.