A portfolio of long-form brand teardowns. Each one analyzes a single brand across seven sections: thesis, positioning, engine, edge, crack, contrarian read, and a creative idea that could plausibly be on their meeting agenda.
Each teardown answers one question: what does this brand actually sell, and how does the engine behind it work.
Seven sections, eight hundred to twelve hundred words, five-minute read. No fluff, no padding, no generic advice. New brands added when there's something worth saying.
Sells belief in your future self, sized to your foot.
Sells the right to be looked at, packaged as a car.
Sells status to people who already pay their bills on time.
Sells permission to belong, charged by the gram of leather.
The world's biggest TV network, but every channel has one employee.
A media company that funds itself by selling caffeinated water.