The full record of Semeion's research — case studies on brand strategy, and essays on storytelling, PR and culture, in one place.
IOLLA sells frames named after Scottish places. Nespresso sells capsules named after cities. Neither is really selling optics or coffee.
A brand semiotics reading of how a resurfaced video collided with platform culture and public perception.
What three very different campaigns share: a clear, ownable idea, executed without overcomplication.
Maison Margiela's Replica line doesn't sell a scent — it sells a manufactured memory, bottled and dosed like medicine