Brand Strategy

Brand strategy case studies from Brand Chemistry. Positioning, distinctiveness and the trade-offs behind a rebrand, with the numbers left in.

Jun 23, 2026

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AI & Marketing

The most tested brand in AI

Every AI brand promises safety. One of them keeps getting the bill.

Isaac Peiris

Jun 16, 2026

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Brand Strategy

How ACMI appeals to everyone

The case for holding your brand still while everything around it moves.

Isaac Peiris

May 5, 2026

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Content & Media

Duolingo re-hinged

The strategy collapsed months before the CMO announced it was changing.

Isaac Peiris

Starbucks bet $150m on offline experiences

Apr 14, 2026

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Brand Strategy

Starbucks bet $150m on offline experiences

While the rest of the world gets lost in AI hype, they’re doubling down on in-store experience.

Isaac Peiris

OpenAI just bought a voice it hasn't earned

Apr 7, 2026

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AI & Marketing

OpenAI just bought a voice it hasn't earned

What a 9-figure podcast acquisition reveals about owned media, broken promises, and the trust you can't purchase.

Isaac Peiris

Mar 17, 2026

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Brand Strategy

WTF is GTM?

Here's what three people actually doing it had to say.

Isaac Peiris

Feb 17, 2026

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Brand Strategy

Heineken’s 15-year bet on connection

They turned a simple insight about real-world connection into a defensible market position worth more every year.

Isaac Peiris

Feb 3, 2026

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Brand Strategy

Stanley’s $680m trade-off

The wins and losses from Stanley’s strategic customer pivot.

Isaac Peiris

Jan 6, 2026

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Brand Strategy

The 3 shifts defining growth in 2026

My predictions for what marketers will face this year

Isaac Peiris

Dec 16, 2025

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Brand Strategy

Nike’s Collaboration Playbook

The new COLLAB Index explains why Nike had 6 of the top 10 collabs of the year.

Isaac Peiris

Nov 26, 2025

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Brand Strategy

Depop Sells Status, Not Stuff

Gen Z buy secondhand to showcase cultural capital, not to save money.

Isaac Peiris

Oct 28, 2025

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Brand Strategy

Movember’s brand IS their product

Here's how they turned an asset they can't control into 70% brand recognition.

Isaac Peiris

Oct 21, 2025

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Brand Strategy

ChatGPT vs Claude

Why distinctiveness beats ubiquity every time.

Isaac Peiris

Sep 30, 2025

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Brand Strategy

The Challenger Brand Playbook

What makes a successful challenger brand, even in a saturated category.

Isaac Peiris