Case studies

How Aesop turned intellectual rigour into a $2.5 billion brand

The cult of uncompromising discipline

Feb 7 • Tamara Belair

Inside Vyrao's irresistible universe

How a fragrance house turned emotional transformation into modern luxury

Nov 29, 2025 • Tamara Belair

Reach won't be enough for OpenAI

Beyond investing in a Super Bowl ad, OpenAI needs a brand people can buy into

Feb 26, 2025 • Tamara Belair

TikTok's brand is more fragile than you might think

The problem with betting on product over connection

Dec 26, 2024 • Tamara Belair

How Veuve Clicquot rewrote the rules of luxury

Barbe-Nicole Clicquot and the art of everyday indulgence

Dec 19, 2024 • Tamara Belair

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