The Case for Brand

A weekly newsletter making the business case for brand. One new case story each week.

By amanda k gordon

· Over 2,000 subscribers

“Amanda delivers a consistently great breakdown of interesting companies and the storytelling behind their brands.”...”

“Amanda delivers a consistently great breakdown of interesting companies and the storytelling behind their brands.”

Alec McNayr, Alec McNayr, Top Writer

Boardroom Confessional: Allison Stadd

A conversation about why marketers should stop making the case for brand (!)

Jun 18•amanda k gordon

Boardroom Confessional: Damian Borchok

A conversation about long-term brand building in a world addicted to acquisition

Jun 11

Boardroom Confessional: Amanda Gordon

This week: on Google Drive graveyards, boardroom bets, and the meetings that decide the future of brands.

Jun 5

Most Popular

How CMO Sophie Bambuck of The North Face, Nike, Converse, and Everlane Builds Brands for Everyone

Jan 24, 2025•amanda k gordon

What Hotelier Ari Heckman thinks about building brand worlds IRL

Feb 28, 2025•amanda k gordon

The Brand Reading List

Apr 18, 2025•amanda k gordon

📈 How Tony's Chocolonely Grabbed 19% of the $119B Chocolate Market By Marketing a Mission, Rallying Allies, & Embracing a Challenger…

May 17, 2025•amanda k gordon

🧠 50 Ways to Leave Your Guidelines (And Actually Build a Brand)

Jun 27, 2025•amanda k gordon

📝 If It Doesn’t Shape a Decision, It’s Not a Value

Mar 28, 2025•amanda k gordon

How Mercury is winning startup banking with a $3.5 billion valuation through clear positioning and community led growth 🪐

Jul 25, 2025•amanda k gordon

Why I’m changing things—and how you can help shape what’s next.