Designing the retail experience
22 Jan 2018 2 min Brand Management
You have to create a consistent brand experience however and wherever a customer touches your brand, online or offline. The lines are forever blurred. – Angela Ahrendts. The Atomic Model...
Designing to a philosophy, not to a price
16 Jan 2018 1 min Brand Management Entrepreneurship
“The price is not the result of marketing philosophy. It is just the result of my philosophy, my love for extreme technique.” – Richard Mille. Richard Mille is one of...
Analysis: Maserati and Bulgari
19 Oct 2017 2 mins Brand Management Entrepreneurship
Maserati is the oldest Italian sports car company. It’s very special because when you think about Bulgari, it’s about beauty, tradition and craftsmanship, and Maserati has the same values. We...
The beauty of modular design
9 Oct 2017 3 min Brand Management Entrepreneurship
If you are a mono-product brand, you have to ask yourself how many of the same watch is a consumer willing to buy from you. He can buy one watch...
Business plan deconstructed
11 Sep 2017 8 min Entrepreneurship
The curious task of economics is to demonstrate to men how little they really know about what they imagine they can design. – Friedrich August von Hayek How much do...
Excerpt: Laws of Articulation
7 Sep 2017 2 min Entrepreneurship
Picture yourself in a living room having a chat with your friends. You would be relaxed and comfortable talking to them, the same applies when public speaking. – Richard Branson...
Analysis: Christian Louboutin and Moda Operandi
6 Aug 2017 2 min Brand Management Entrepreneurship
The fundamental premise of the Atomic Model of Brand Management is that all marketing decisions must reinforce the brand identity. This mechanism is at the core of any brand-driven organization....
Analysis: Koenigsegg and Hasselblad
29 Jul 2017 3 min Brand Management Entrepreneurship
The Atomic Model of Brand Management provides a detailed framework for developing a brand ecosystem to generate value beyond the confines of the immediate brand structure. This strategy is based...
The Excellence Framework
24 Jul 2017 4 min Brand Management Entrepreneurship
It had long since come to my attention that people of accomplishment rarely sat back and let things happen to them. They went out and happened to things. – Leonardo...
Website making of
21 Jul 2017 3 min Brand Management
Watch David Taing, Managing Director at True Agency, discuss the story behind the design of the Aitezaz Khan website.
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