Branding is not about invention, it’s about ownership.

You can invent the greatest consumer product in the world. It can solve an important problem, look beautiful, and work flawlessly. And it can tank miserably, or even be mowed down by an inferior competitor who succeeds in owning the market. Graphos Principal and CEO Laurier Mandin breaks down Apple, Volvo, and Danone, and how the brands managed to dominate simplicity, safety, and healthy living.

Read by Andreas Schwabe