Archive - THE GNIROB ESSAYS

Allbirds is so boring

Why adopting clichés as your brand concept leads to the eventual collapse of your company.

Apr 5 • Gallé

March 2026

24 March: the new New Year's Day

New Year's Day has a branding problem. Here's how we fix it.

Mar 31 • Gallé

Why was the "Made in Italy" brand so successful?

How to develop a complex brand derived from a very simple brand concept.

Mar 29 • Gallé

The business of making memories

Why do we even consider premium and luxury to be different categories?

Mar 26 • Gallé

How to create deep value through desirability

The most valuable business in Europe is built on the development of desirability. Let’s look into desire and see how we can build our brand concept on…

Mar 23 • Gallé

Names that turn the lights on in your head

How to get the kind of resonance that happens when we discover a new word that describes something we recognise in our minds.

Mar 19 • Gallé

Gucci's "La Famiglia"

People don’t buy the product. They buy the Self that comes with it.

Mar 15 • Gallé

Michelin: the empire of movement

A testament to the long-term power of a single, clear brand concept.

Mar 13 • Gallé

Branding for wolves

From tacit understanding to formal knowledge

Mar 11 • Gallé

The greatest styling decision in history

Different in a sea of sameness

Mar 10 • Gallé

How to move a mountain with a whisper

How luxury brands can benefit from the 95/5 marketing rule

Mar 6 • Gallé

The 3 Rs of a happy brand

Recall, Recognition, Resonance.

Mar 4 • Gallé

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