01
lululemon: Does brand renewal begin in the org chart?
lululemon’s new leadership model shows why organisation design matters when brand strategy must become product, operations and guest experience.
Read article ↗01 — INSIGHTS
K2 Perspectives
Reframing what matters now.
We read current business decisions through the lenses of brand, systems, leadership and value creation.
02
Braze: Does brand consistency now live in the brief or the system?
Braze Agentic Standards raises a strategic question: how should brands encode consistency, personalization and human approval for AI-driven marketing systems?
Read article ↗03
Dr. Martens: How does a product truth become a brand platform?
Dr. Martens’ With Bouncing Soles platform shows how a product truth can guide ecommerce, retail and culture as one connected brand system.
Read article ↗04
Formula E: How do you build a brand system that moves?
Formula E’s new identity shows how a dynamic brand system can carry positioning across broadcast, mobile, gaming and partner experiences.
Read article ↗05
McLaren: Does heritage enable growth or constrain it?
McLaren’s evolved identity raises a strategic question: can heritage become a decision system that supports growth across Automotive and Racing?
Read article ↗06
Novo: Can a shorter name lead to clearer decisions?
Novo Nordisk’s move to Novo connects brand positioning with corporate culture. K2 REFRAME explores how a new identity can become a management decision.
Read article ↗07
Arqiva: What does a growing business stand for?
Arqiva’s refreshed identity opens a question about B2B brand positioning: how can a growing portfolio create a clearer reason to choose a business?
Read article ↗08
IKEA: Who funds the brand promise?
IKEA’s European price investment connects pricing strategy with its brand promise. K2 REFRAME explores affordability, perceived value and business decisions.
Read article ↗09
Apple TV’s US monthly price is now $14.99 — three times its 2019 launch price.
The price increase clearly made it through the meeting. We’re less certain perceived value was invited.
Read article ↗10
Changing the energy source is visible. Transforming the system requires looking between the cables, storage assets and decisions that carry it.
The International Energy Agency expects renewable electricity generation to overtake coal-fired output in 2026. It also forecasts solar PV becoming the world’s second-largest renewable source of electricity after…
Read article ↗11
It is easy to measure cybersecurity by the height of the walls. The harder question is who protects the spaces between them.
More than 100 organisations across AI, technology, finance and infrastructure—including OpenAI, Anthropic, Google and Microsoft—have called for a collective surge in cyber defence before AI-enabled attacks become more…
Read article ↗12
Safety is not a time limit added after the growth machine has already started running.
Meta has reached a proposed settlement with US states in the child-safety case, potentially worth up to $17.1 billion and still subject to court approval. The proposed measures include stronger age assurance and…
Read article ↗13
For years, the AI race has been framed around one metric: a bigger model, more data and more compute.
This week, Thomson Reuters presented a different path. The company announced Thomson, its first proprietary large language model, built on an open-source foundation and specialised with its legal, tax, regulatory and…
Read article ↗14
Who Owns Institutional Memory When a Company Closes?
When a company closes, its aircraft, offices and chairs change hands. But what about its emails, meeting traces and employee messages?
Read article ↗15
Speed, Scale and Lasting Value Are Not the Same Metric
A brand can move fast without carrying its valuation forever.
Read article ↗16
The point is not whether Seda Sayan looks like a student. It is that education advertising all looks the same.
ÜçDörtBeş All Star’s campaign, created by Rafineri, places Seda Sayan in the world of exam preparation wearing a school uniform. At first glance, the match does not fit the classic definition of target-audience…
Read article ↗17
Being seen at the office does not mean being connected.
A Frontiers in Psychology study of 7,704 employees at a large U.S. healthcare organisation found that fully remote employees reported the highest levels of well-being. Connection to colleagues and workplace culture did…
Read article ↗18
Same Sound. New System?
When an audio company changes its name, which frequency should remain untouched?
Read article ↗19
AI is not the problem. Sameness is.
Not long ago, the challenge was producing enough content. Now anyone can publish every day, in every format.
Read article ↗20
Is simplicity premium, or standard?
Tat’s new Premium ketchup and mayonnaise range responds to a clear expectation among today’s consumers: a shorter ingredient list, a more legible label and peace of mind at the point of purchase. The claim “only 6…
Read article ↗21
Instagram’s new wordmark: separating opinion from insight.
Instagram refreshed the wordmark shown at the top of its app after ten years. The change is small. The volume of commentary around it is not.
Read article ↗22
Can One Button Really Change a Business Model?
Can one button really change a business model?
Read article ↗23
Sometimes the thing that breaks is not a record, but an old story about yourself.
2,000 kilometres. Eight countries. 28 days, 17 hours and 59 minutes.
Read article ↗24
Are you choosing the feed, or is the feed choosing you?
A jury has found Instagram and YouTube liable over design choices alleged to hook young users.
Read article ↗