I once worked with a client in the food category who needed help building the brand identity and strategy for their new economy-tier...

Mainstream might seem simpler compared to the others, but it’s not necessarily easier. To become mainstream, you need to focus on...

This one I specifically like because it keeps its allure and quality status, yet allows for more flexibility in positioning. Premium...

In this guide, I break down the key pillars that define a real luxury brand from pricing and packaging to messaging and customer experience.