Category: Articles

Identity has always been a slow construction. It grows through childhood memories, first friendships, private rituals, and the invisible forces of culture that shape how we see ourselves. Yet somewhere along the way, brands began to participate in this construction. Not by accident, but by intention. A brand is no longer just a product. It…

We like to believe that our choices are deliberate. That we pick a brand because we’ve compared, reasoned, evaluated. Yet most decisions are quiet stories we tell ourselves without ever speaking them aloud. Consumer behaviour isn’t loud. It rarely announces itself. It moves in small, invisible shifts: a colour that feels familiar, a texture that…