Signals & Moves: Past Perspectives

A weekly perspective on brand culture, identity and client relevance.
Browse previous emails here.

June 2026

  • The Pope Leo XIV

    Wisdom, watches and walk-ons.

    #9 - 3 JUNE

    Ft. The Pope Leo XIV, Tolkien, Audemars Piguet, Swatch, Naomi Osaka, Nike.

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May 2026

  • The Met Gala Bezos

    Controversy, credibility and cancellation

    #5 - 6 MAY

    Ft. The Met Gala, Jeff Bezos, Estée Lauder, 111SKIN and Net-a-Porter.

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  • Ferrari

    Customisation, character and correction

    #6 - 13 MAY

    Ft. Ferrari, Vogue, Anna Wintour
    and Disney.

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  • Bad Bunny

    Participation, preference and pressure

    #7 - 20 MAY

    Ft. Bad Bunny, Zara, BrandZ, Google, ChatGPT, and Bumble.

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  • Laopu Gold

    Meaning, mythology and momentum

    #8 - 27 MAY

    Ft. Laopu Gold, Hermes, Adidas, Timothée Chalamet and Victoria’s Secret.

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April 2026

  • Labubus on the beach

    Hype, depth and the stretch to extremes

    #1 - 8 APRIL

    Ft. Labubu, Zara x Galliano, Apple and Jelly Belly.

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  • Nutella

    Price, symbolism and authenticity

    #2 - 15 APRIL

    Ft. Nutella, Starbucks, Omega and demand based pricing.

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  • Louis Vuitton Sofa

    Immersion, inclusion and identity

    #3 - 22 APRIL

    Ft. Louis Vuitton, Nike
    and X

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  • Starbucks

    Coffee, convenience and closure

    #4 - 29 APRIL

    Ft. Starbucks, McKinsey, Agentic AI
    and QVC.

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