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Diary of a Brand
Brand Consulting
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Diary of a Brand: A24
Turning an indie movie studio into a multibillion dollar brand
Jun 24, 2025
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Michelle Wiles
88
3
21
Values on Display
Why Anthropic is betting on being the likeable AI
Feb 7
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Michelle Wiles
13
2
4
The unraveling (and future) of luxury retail
...and what a successful business model could look like
Feb 1
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Michelle Wiles
20
5
8
Where does Lululemon go from here?
Lululemon’s problem isn’t innovation. It’s how they organize around it.
Jan 19
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Michelle Wiles
15
2
5
Diary of a Brand: Gentle Monster
How to build a memorable brand
Jan 13
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Michelle Wiles
24
11
Most Popular
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Your brand guidelines are not enough
Oct 24, 2024
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Michelle Wiles
456
19
68
How long does it take to turnaround a brand?
Apr 14, 2025
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Michelle Wiles
50
9
20
How Sol de Janeiro became the top selling brand at Sephora without selling makeup
Feb 25, 2025
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Michelle Wiles
46
8
14
What comes after quiet luxury?
Apr 30, 2024
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Michelle Wiles
38
5
8
Latest
Top
Discussions
Diary of a Brand: Moncler
The playbook for turning a functional product into a luxury good
Oct 29, 2025
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Michelle Wiles
13
3
5
First comes the innovator, then comes the innovative marketer.
Product-led vs. Marketing-led companies
Oct 12, 2025
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Michelle Wiles
16
10
The Art of Destination Making
Tourism strategies from Iceland, Banff, and Saudi Arabia
Oct 6, 2025
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Michelle Wiles
16
6
6
Van Leeuwen and the art of not advertising
How to scale your brand without ads
Sep 14, 2025
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Michelle Wiles
24
7
9
Diary of a Brand: Luckin Coffee
Nothing lucky about it: How Luckin Coffee brewed the turnaround of the century using data
Sep 9, 2025
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Michelle Wiles
13
1
6
Your brand can stand for two things at once
That’s where the challenger brand opportunity is
Aug 10, 2025
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Michelle Wiles
25
3
11
A tale of two acquisitions
What can Rhode’s new owners learn from Kylie Cosmetics?
Jun 7, 2025
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Michelle Wiles
12
5
6
With influencers, go small to go big
Targeted gifting beats mass seeding
May 12, 2025
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Michelle Wiles
8
5
Surviving as a consultant in an AI world
Less thinking, more doing. And more doing differently.
Apr 16, 2025
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Michelle Wiles
15
2
12
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Embedded Brand Strategy
Read by CEOs who want to build strong brands, and marketers who want to think more like CEOs.
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