ARTICLES
Written by Tomás Delft, a branding expert with over a decade of experience, this space is dedicated to exploring the power of brand strategy, perception, and market positioning. Dive in and discover how strategic branding can transform not just your business but the way the world sees it..
How Emotions, Logic, and Ideology Drive Modern Behavior — and What That Means for Marketing, Politics, and Work
In today’s saturated market of ideas, products, and opportunities, people often filter decisions through one of three lenses: emotion, rationality, or ideology. These aren’t just marketing categories—they shape how we vote, work, and live. Understanding the dynamics behind each mindset can give businesses, brands, and leaders a strategic edge, especially as generational and class-based differences continue to evolve.
Jaguar’s Rebrand: A Bold Leap That Forgot to Put the Cat on the Podium
When Jaguar unveiled its rebrand in 2024, it wasn’t just a facelift—it was a complete identity reinvention. With a futuristic design direction, minimalism turned up to eleven, and a mission to connect with a new breed of eccentrics, Jaguar aimed to leave its classic-luxury reputation in the rearview. The intention was clear: this isn’t your grandfather’s Jaguar anymore.
Sir Tiles: How a Small Brand Made Azulejos Feel Cool Again
Let’s be honest, if someone told you five years ago that Portuguese azulejos would be turning heads in concept stores from Lisbon to Tokyo, you’d probably raise an eyebrow. But Sir Tiles saw what most of us didn’t.
How TRIP CBD Quietly Became the UK’s #1 CBD Brand
TRIP didn’t just sell CBD drinks. It sold the lifestyle, chilled, focused, glowing from the inside out. And it did it without saying a word too loudly.
How Josefinas Won the Market Without People Even Realising It
Josefinas isn’t just a shoe brand. It’s a feeling that crept into people’s minds before they even realised it. That’s the magic of branding done right, when everything feels so natural, so emotionally aligned, that it doesn’t scream for attention… but it still gets it.
The Fix Dessert Chocolatier Success Story
Fix Dessert Chocolatier, a boutique brand founded in Dubai in 2021, has rapidly ascended from a local confectionery to a global sensation. This meteoric rise is largely attributed to a viral TikTok video showcasing their distinctive pistachio knafeh chocolate bar, which captivated audiences worldwide and led to a surge in demand for both the product and its key ingredient, pistachios.
How Brands Have Reinvented Themselves
Some of the most successful brands didn’t start with the products they’re known for today. Over time, businesses have had to pivot, adapt, and rebrand to stay relevant, proving that strategic branding plays a crucial role in shifting public perception and expanding into new markets.
How Strategic Rebranding Increases Perceived Value and Pricing
Branding is not just about a logo or a color scheme—it’s about perception. It shapes how your audience views your business, trusts your offerings, and ultimately, how much they are willing to pay for them. A strong brand can transform your business from just another competitor into a market leader, making price less of an obstacle and value more of a driving force.
Brand Strategy is Not Marketing Strategy!
Many people confuse these two terms, but they have distinct roles and outcomes. We all know that every business has a brand and offers products or services, which is ultimately why customers choose you over others.