by oana | Sep 25, 2025 | Newsletter
Most people will scroll past Nike x Skims and think: another celebrity collab. That’s the wrong lens. Because this isn’t just about leggings. This isn’t just about shapewear. This is about an ecosystem play and a signal that the athleisure market is shifting upward....
by oana | Sep 18, 2025 | Newsletter
When most leaders think of brand reinvention, they imagine a complete product overhaul: new lines, new designs, new collections. The default assumption is that consumers will notice reinvention when something different arrives on the shelf or the runway. But history...
by oana | Sep 11, 2025 | Newsletter
There are very few words in the history of branding that have transcended advertising to become cultural IP. Nike’s Just Do It is one of them. Three words that don’t just sell sneakers, they sell possibility, ambition, resilience, rebellion, achievement. They’ve been...
by oana | Sep 4, 2025 | Newsletter
Welcome to the very first issue of The Brand Lab. I created this space because I believe brands aren’t built in boardrooms anymore. They’re built in the messy middle — in experiments, in pivots, in the courage to try things out before they’re perfect. And yet,...
by oana | Mar 27, 2025 | Article
Branding is changing, and we can’t ignore it. The allure of polished corporate identities is fading and giving way to imperfect but powerful personal storytelling. For decades, branding meant running a tight ship. Companies built elaborate style guides designed to...
