Brands are alive.

Even as a teenager, I was fascinated by brands.

I grew up in a time when lovebrands were just beginning to emerge: If you didn’t own an iPod or wear Abercrombie clothes imported from the U.S., you were quickly out of the loop at school.
After class, we’d hang out at Starbucks – a brand that had quietly positioned itself as the “third place” between home and school.

Today, I’m thankfully long past that teenage materialism (or so I hope 😅).
But my fascination with brands has remained.

I now follow brands like Patagonia, Lululemon or Oatly with curiosity.
Not just because of their products – but because of what they represent.
They’ve become emotional reference points.
They shape a lifestyle.
They feel alive.

Why does that work?
Because people crave orientation. In the past, religion or ideology gave answers. Today, it’s often brands. That may sound problematic, but it explains the immense influence they hold.

But only brands that are bigger than their logo can do that.
Bigger than the individuals who run them. Brands that don’t just follow trends, but have a clear positioning and consistently live it. From product to content. From design to behavior.

That’s what makes brands alive:
When they evoke emotion.
When they build trust.
When they stay relevant without losing themselves.

⸻

I believe:
Even smaller companies can build brands that move people.
You don’t need a billion-dollar budget for that.
You need clarity. Consistency. And the courage to truly engage with your brand.