Brand vs. Bottle: Gin Edition

Are people buying the bottle or the brand when they buy gin?

Oct 26 • Jack Bleakley

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How Aesop Built a Cult Brand, The Step-by-Step Guide

The Branding Principles That Turned Soap into a Creative Empire

Oct 16 • Jack Bleakley

22

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Paul Rand’s Rules for Building a Brand

The five principles Steve Jobs paid $100,000 for, and why founders should follow them too

Oct 9 • Jack Bleakley

159

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24

September 2026

The Eight Moves Behind Every Cult Brand

How to stop paying for every customer

Sep 30 • Jack Bleakley

85

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Why Is Magnum Doing Runway Shows?

How an ice cream brand copied the high-fashion playbook

Sep 11 • Jack Bleakley

5

1

How Do You Brand an Invisible Product?

Brand World Building in Fragrance

Sep 1 • Jack Bleakley

10

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August 2026

Sponsorships That Actually Make Sense

Being Noticed < Being Relevant < Being Salient

Aug 13 • Jack Bleakley

2

July 2026

Brand Before You Build

Design is Branding is Design is Branding…

Jul 31 • Jack Bleakley

5

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To Rebrand or Refresh?

How to know which one you need.

Jul 24 • Jack Bleakley

2

Your Brand Needs to Own Its Truth

Triangulate What's Both Undeniable and Unique, and Start From There

Jul 14 • Jack Bleakley

2

June 2026

Diptyque Doesn't Sell Candles

It sells a brand world. Here's the framework behind it, and how to build your own.

Jun 30 • Jack Bleakley

4

The Packaging World Cup

Eight nations. One winner.

Jun 19 • Jack Bleakley

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