Independent studies

Five brands, read against the public record.

Workshops teach the theory. These studies test it against brands whose every move was recorded, so the reasoning can be examined rather than taken on trust.

Each study is independent analysis of published material. None of these brands is a client, and each study cites the sources behind its observations.

Distinctive assets · United StatesCoca ColaA recognisable brand can carry several identifying features at once. Coca Cola gives us a useful way to examine shape, script and repetition.
Brand architecture · United StatesAppleApple's product names show several ways to connect an offer to a wider business. The architecture question is how much identity each offer should share.
Verbal identity · United StatesNikeA lasting verbal identity can keep a central idea while changing the invitation around it. Nike's published history shows both repetition and adaptation.
Brand codes under pressure · United KingdomBurberryBurberry's check and trench coat show how visual identity connects to a product history. A refresh needs to account for what customers already recognise.
Ritual and cultural memory · CanadaTim HortonsCustomer language and repeatable experiences can give a brand a place in daily life. Tim Hortons offers examples to examine without assuming the same response in every market.

Looking for the recorded projects instead? Read the proof index, which keeps real engagements, independent analysis and labelled concept work apart.

Every study ends in an exercise.

Reading about a decision and making one are different skills. Each study closes with the same exercise it teaches, applied to your own category rather than to the brand in the title.

Bring the decision to Suman