How L’Oréal turns confidence into action, not appearance.
How American Express reframes value as what stays with you.
How Iberdrola turns unseen reliability into brand trust.
How Puma makes effort—not victory—the most powerful moment in sport.
How AXA simplifies protection by freezing everything except what truly matters.
How Visa turns disappearing into its strongest brand advantage.
How Burger King turns its biggest competitor into proof—and why confidence beats persuasion.
How Air France turns calm into a premium signal—while platforms race to predict, test, and automate everything else.
Lush turns imperfection into proof—while platforms optimise keywords, rank outcomes, and rethink sustainability.
IKEA turns everyday furniture into a symbol of belonging, as AI sequencing and live commerce reshape how brands show up.
Bosch turns reliability into emotional value, as platforms optimise creatives and brands move sales into short-form video.
How HSBC sells foresight over speed—and why progress fails when context is overlooked.
