brand case studies and tools

Strong brands are crystal clear on what drives them and what they want to be recognized for by others. They radiate what they stand for through every single interaction their audience has with them.

The Brand Thinking Canvas offers a holistic model that helps you define a core starting point for your brand, and catalyzes ideas for brand-building interactions with your audiences. It helps you to define who you are, what you do and why it matters, who your audience is and how you can direct what they think and feel about you. The canvasses give you a great birds-eye view of your brand to use as a foundation for your everyday brand building.

The Brand Thinking Canvas is part of our complete brand-building methodology as outlined in our book 'Brand The Change'

Includes

Brand Thinking Canvas Part One - Who are you? A0 + A4 size

Brand Thinking Canvas Part Two - Who is your audience? A0 + A4 size

A 22-page manual including:

• Working with the Canvas, step by step

• Tips and Tricks

• More ways to use the canvas

• 6 Brand Thinking Canvas Examples: Airbnb, Mama Code, Macmillan Cancer Support, Sugru, Tony's Chocolonely, Oatly

Terms and conditions of use

Each purchase represents one license for one user.
Please read our terms and conditions before purchasing the product.

Group licenses and educational discounts

For large volume license orders for organizations or educational institutes please mail us at hello@brandthechange.org

Specifications

Version: April 2022

Did you love Brand The Change, the guidebook, and do you want to get all the tools and exercises as ready-to print pdfs? We've got you covered. Use this complete kit to print your tools or use them in online whiteboard software like Miro.

This kit includes 12 tools and 13 exercises from Brand The Change, the guidebook.

Goal Setting Tool
Insight Generator
Mental Map
Persona Template
Brand Strategy on a page
The Brand Thinking Canvas 1 & 2
The Ladder
The Climb Tool
Mission Composer
Brand Story Template
Action Planner
Action Ranking
+ Content Exercises

Patagonia is a must-know brand case study. Discover how a fifty year old brand is able to keep its identity and thrive through rapid growth, shifting trends, and a raging climate crisis.

This case has been fact-checked by the Patagonia team.

The 24-page case study contains:

• the 50+ year evolution of the Patagonia brand

• the philosophical foundation that guides all

• the Patagonia brand strategy on a page

• an analysis of the entire brand, from purpose, to visual identity and verbal identity

• an analysis of the translation of the brand purpose to all experiences: from the product to store design and location, events, communications, partnerships with conservation organisations, and their people policy.

Written by Anne Miltenburg with research from Linet Mwende and Wanjiru Gathanga

This pack contains seven case studies, from the food sector, sustainability, hospitality, health and fair trade.

Patagonia - the poster boy of purpose

Discover how a fifty year old brand is able to keep its identity through rapid growth, shifting trends, and a raging climate crisis.

Oatly - the classic challenger brand

The power of a rebrand: we show Oatly before and after the rebrand, and where it stands today. A great example of a challenger brand for those who are looking to dethrone an unsustainable market leader.

Sugru - an innovative sustainable brand

A great case for people who are building brands around an innovative product or service, or who want to learn how they can make fixing and sustainability fun.

Airbnb - a platform brand and purpose-driven brand

Learn how Airbnb moved from a functional brand to a purpose-driven one, and how one purpose drives all their brand experiences. This case is also very helpful to understand how platform brands address two different types of audiences at the same time.

Macmillan Cancer Support - a powerhouse NGO/charity brand

A community-driven brand in the charity space that is not afraid to talk about the investment of brand and the ROI of brand building.

Tony's Chocolonely - a fair trade brand

We worked with the Tony's team to document their journey from tiny activist upstart to the biggest chocolate brand in the Netherlands.

Tough Mudder - a for-profit, community driven brand

Tough Mudder is not taught as a classic brand case study, but it should! This is a world-class example of how to build community around a shared set of values and identity.

Each case study contains

18-24 pages of:

• the backstory of the brand, and how it evolved

• an analysis of the anatomy of the brand

• the brand framework mapped out on the brand thinking canvas #1 and #2

• the brand core: purpose, mission, vision, values, brand promises

• visual identity: logo, color palette, typography, photography and illustration

• verbal identity: tone of voice and messaging

• brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology

Love the brand or hate it, it's undeniable that Oatly is a spectacular case for the importance of brand in making change happen.

Discover how a new CEO and creative director turned a bland industrial food brand into an outspoken, bold brand beloved by people around the world. Oatly has set the benchmark for purpose-driven brand and marketing in the food industry.

This case has been created in collaboration with the Oatly brand team.

The 18-page case study contains:

• the story of how Oatly went from a bland food brand to a benchmark of a challenger brand

• an analysis of the Oatly brand strategy

• the brand framework mapped out on the brand thinking canvas #1 and #2

• the brand core: purpose, mission, vision, values, brand promises

• visual identity: logo, color palette, typography, photography and illustration

• verbal identity: tone of voice and messaging

• brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology

Research by Wanjiru Gathanga, editorial by Anne Miltenburg.

This case could not have been possible without the generous contributions from the Oatly brand team and the Brand The Change community. With special thanks to Bel Lavratti.

What started as a small community event in Amsterdam has grown into a globally recognized multi day festival celebrating the LGBTQ+ community. Today, Pride Amsterdam is literally the pride of the city.

The Pride Amsterdam brand case study is a master class in how to move with the times, and how to be flexible and inclusive while staying true to your values. 

The organisation has been extremely successful in building allyship way beyond it’s own community. Corporations, and even the Dutch military, all clammer to get a boat on the event’s iconic canal parade. It’s crucial for employee brands to be seen at the event.

This case has been developed together with the Pride Amsterdam team.

The 32-page case study contains:

• the 20+ year journey from a single local event to a global brand

• the one strong brand purpose that allows the organisation to move with the times

• the Pride brand strategy on a page

• an analysis of the entire brand, from purpose, to visual identity and verbal identity

• how Pride Amsterdam prevents its corporate partners from using the event for pinkwashing

• an analysis of the translation of the brand purpose to all experiences: from the famous canal pride event, to the brand ambassadors and the business club.

Slave-free chocolate brand Tony's Chocolonely has made an incredible journey from an investigative journalism project to the number one chocolate brand in the Netherlands.

The brand case study was created in collaboration with Tony's brand guru Arjen Klinkenberg, aka Klink.

The 18-page case study contains:

• the backstory of the Tony's brand, and it's start community-driven approach to growing the brand

• an analysis of the anatomy of the brand

• the brand framework mapped out on the brand thinking canvas #1 and #2

• the brand core: purpose, mission, vision, values, brand promises

• visual identity: logo, color palette, typography, photography and illustration

• verbal identity: tone of voice and messaging

• brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology

It is easy to get lost in all the branding terminology. The mission and vision are notoriously confusing and people often get them mixed up. Sometimes the terms are misinterpreted, used the wrong way around, or end up generating bland statements. The Climb Tool makes the difference between a vision and a mission crystal clear and helps you get yours right. Illustrated with examples from existing, inspiring brands. We use it constantly in our workshops and it works wonders.

When we want to learn how we can turn a flat product brand into a rich, purpose-driven one, there is no brand better to learn from than Airbnb.

The case also offers great lessons on how to build a platform brand: a brand that caters to two different audiences: guests and hosts.

The 18-page case study contains:

• the backstory on the switch from a commodity to a more purpose-driven brand, that informs every single action internally and externally

• an analysis of the Airnbnb brand anatomy

• the brand framework mapped out on the brand thinking canvas #1 and #2

• the brand core: purpose, mission, vision, values, brand promises

• visual identity: logo, color palette, typography, photography and illustration

• verbal identity: tone of voice and messaging

• brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology

Research by Wanjiru Gathanga, editorial by Anne Miltenburg.

The Brand The Change Manifesto featuring hand drawn type by Daniel Markides is now available as a poster. Get the manifesto as a downloadable pdf - print it and show it off proudly!

If we want to change the trajectory of our planet, we have to be smart about how we ask people to embrace change.

Now is the time to be an optimist.
Fingers crossed is not a brand strategy.
Away with brand gurus, we’re all brand thinkers.
To brand is an act of courage.
It takes a village to build a brand.

Find the full version of the manifesto here.

Macmillan Cancer Support offers NGOs and charities a unique example of how to build a community-driven, dynamic brand.

This hundred-year-old organization reinvented its brand to double its impact and increase its fundraising by tens of millions of pounds.

The case study was created in collaboration with the in-house head of brand at MacMillan.

The 17-page case study contains:

• the backstory for the big Macmillan rebrand: facing its reputational issues and a changing fundraising landscape

• an analysis of the anatomy of the brand

• the brand framework mapped out on the brand thinking canvas #1 and #2

• the brand core: purpose, mission, vision, values, brand promises

• visual identity: logo, color palette, typography, photography and illustration

• verbal identity: tone of voice and messaging

• brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology

Tough Mudder is not taught as a classic brand case study, but it should be! Tough Mudder could have been any other endurance-based sports event. Instead, it's a vibrant community led by a strong sense of values and purpose. It's not just a mud run you do on a Saturday: it's an identity you take on.

This makes Tough Mudder an ideal case study for anyone who wants to:

• unite people around a shared set of goals and values

• build a community around a brand

• understand which brand elements create a sense of belonging

• get inspiration on how to translate those to exciting brand experiences from products, to events, partnerships and HR.

The 19-page case study contains:

• the backstory to Tough Mudder from its humble beginnings to today, and lessons learned as described by the founder

• an analysis of the Tough Mudder brand core: from purpose to promises

• the analysis of the TM visual and verbal identity, including its distinct tone of voice and event nomenclature

• dozens of examples vibrant brand interactions, including social media content, partnerships and product extensions

• unique examples of how Tough Mudder reinforces the community culture and loyalty

To combat waste and encourage fixing, Jane Ni Dhulchaointigh invented a rubber glue that can be used to fix anything from skiboots to charging cables. But how do you encourage people to start fixing, to understand what they can use Sugru for, and to love it beyond reason?

Sugru is a perfect brand case study for anyone who is creating an innovative product or service.

The 18-page case study contains:

• the backstory of Sugru as told by inventor Jane Ní Dhulchaointigh: from idea to scaling her product and the challenges along the way

• an analysis of the anatomy of the brand

• the brand framework mapped out on the brand thinking canvas #1 and #2

• the brand core: purpose, mission, vision, values, brand promises

• visual identity: logo, color palette, typography, photography and illustration

• verbal identity: tone of voice and messaging

• brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology