DNA of Campaigns Decoding the DNA of ‘Grimy’ Havaianas: How they turned a meme into a masterclass in cultural fluency

Since their launch in 1962, Havaianas has embodied Brazil’s spirit: casual, joyful, and unapologetically local. Originally designed as affordable footwear for the working class, their simple design ...

7th October 2025   |   3 minute read

DNA of Campaigns Decoding the DNA of Rhode: How Hailey Bieber used sensorial marketing to glaze a million-dollar brand

At Brand Genetics, we know that the best brands don’t just sell products, they sell experiences. Following our deep dives into Starbuck’s code-switching success and Duolingo’s viral mischief, we...

14th August 2025   |   3 minute read

Thought Leadership

The GLP-1 Effect: Rethinking demand spaces is no longer optional

GLP-1 is set to revolutionise the food and drink landscape, reshaping consumer motivations and altering routines, cravings, and nutritional needs. This seismic shift challenges traditional demand s...

24th July 2025   |   3 minute read

Forward Thinking Thought Leadership

Bar Convent Brooklyn ’25: 4 Strategic Takeaways from the International Bar & Beverage Trade Show

We came, we saw, we sipped. While BCB London (previously Imbibe) has been a staple for Brand Genetics for many years, this year we headed to the cocktail capital of the world to get to the cutting edg...

2nd July 2025   |   3 minute read

DNA of Campaigns Decoding the DNA of Duolingo: What Every Brand Can Learn from a Green Owl Gone Viral

Once an app for earnest language learners, Duolingo has become an unlikely cultural icon. Today, its mischievous green owl is more meme than mascot—popping up on TikTok, attending Charli XCX gigs, a...

2nd July 2025   |   3 minute read

DNA of Campaigns Decoding the DNA of Starbucks Protein Coffee: How Code-Switching Brewed a Breakthrough

In a market crowded with functional drinks and frothy claims, Starbucks has managed to stand out. Their Protein Coffee RTD (Ready-to-Drink) is more than just a new SKU; it’s a case study in brand ev...

2nd June 2025   |   3 minute read

News

Seasons Greetings from Brand Genetics

Let's end 2024 with some Festive Fun! At Brand Genetics we don’t like boring Christmas Cards! A solitary robin on a holly branch - yawn! A snowman with a carrot for a nose - jog on! An unshaven ...

12th December 2024   |   3 minute read

Modern Masculinity What Men Want (and how to give it to them)

Here are some worrying facts for you: Did you know that only 7% of men globally relate to the depictions of masculinity they see in the media?(1) Equally, 80% of men agree that adverts influence gen...

29th November 2024   |   3 minute read

News

Brand Genetics Announces Angel Investment in Synthsight Ltd

We’re excited to announce our angel investment in Synthsight Ltd, a London-based AI startup specialising in research technology (Res-Tech SaaS). Brand Genetics has committed substantial seed fund...

6th August 2024   |   3 minute read

Revealing The 'Why' Behind The Buy Revealing The ‘Why’ Behind The Buy: 4 Steps to Catalyse Brand Growth

Why do people buy the things they do? It’s not always easy to know the true reasons why someone chooses brand A over brand B. Is it price or the position on the shelf? Is it a specific feature...

15th April 2024   |   3 minute read

The Middle Kingdom Cheers! 干杯! Alcohol Premiumisation in China: The Spirit Round

Welcome to the Middle Kindom The Chinese name of China is 中国  (pronounced ‘zhong guo’) which translates literally to ‘Middle Kingdom’. This dates back to ~1000BC when the Chinese were in...

26th January 2024   |   3 minute read

The Middle Kingdom Cheers! 干杯! Alcohol Premiumisation in China: The Beer Round

Welcome to the Middle Kindom The Chinese name of China is 中国  (pronounced ‘zhong guo’) which translates literally to ‘Middle Kingdom’. This dates back to ~1000BC when the Chinese were in...

19th January 2024   |   3 minute read