Brand architecture: definition, models and examples
Brand architecture is how a company organizes its brands and how they relate to each other. A clear definition, the three main models, and well-known examples.
The journal
Ideas, not recipes
What we learn on our own projects and our own channels, written down. Help yourself, that's what it's for.
The founder's personal brand, your most underrated asset
People trust faces, not logos. Why a founder speaking up is the highest-return lever a small company has, and how to start without turning into someone else.
Storytelling: your company has a story, stop hiding it
Brand storytelling isn't decoration, it's selection. How to dig up your company's true story and where to tell it so it actually pays off.
What is a neo-agency?
The word sounds like marketing, the reality is very concrete: human scale, real reactivity, and a model that bets on client autonomy rather than dependence.