Category: Case Studies

The Core Question Nike is one of the few brands that doesn’t need to be explained. It is felt. A swoosh, a sentence, or the face of an athlete is enough to unlock emotions like ambition, discipline, resilience, defiance, belief. This case study explores the deepest strategic question: What makes Nike… NIKE? Why does a…

A study of how a pharmacy-like brand became a global symbol of intellectual luxury.

Introduction — How Blue Tokai Rewired India’s Coffee Culture Before Blue Tokai, India’s relationship with coffee was simple and functional. Most consumers bought instant mixes, enjoyed classic South Indian filter coffee, or treated CCD and Starbucks as occasional lifestyle outings. Specialty coffee existed—but quietly, tucked away in small roasting units and hobbyist circles. Blue Tokai…

Nespresso is not just a coffee brand. It is a cultural construction built on symbols, rituals, and a carefully manufactured sense of refined living. When it entered the market, Nespresso did not compete with instant coffee or baristas. It created a new symbolic category where coffee became an expression of identity, taste, and cultural capital.…

Introduction: How Starbucks Became a Global Ritual Starbucks did not just sell coffee — it redesigned how the world experiences it. Before the 1990s, coffee was a utilitarian product: cheap, quick, and rarely emotional. Starbucks turned it into a premium cultural ritual. The brand’s true power lies in transforming an ordinary beverage into a lifestyle…