But in case those cues alone were not enough, Moleskine spelled out its brand values in the small folded leaflet which the notebook’s new owner would “discover”—as Sebregondi tellingly puts it—tucked in the pocket. The leaflet’s copy has evolved over time, and more and more languages have been added to it, but the central message has changed little... See more

mer Ingvar Kamprad started IKEA by selling matchboxes from his bicycle, embodying the resourcefulness and simplicity that would become the brand's hal

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