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.