Featured Articles

Brand Matters by Lento Agency • 25th September 2025

The Oreo × Reese's Collab That Just Rewrote Business Rules

Oreo and Reese’s together was every 90s kid’s dream. Now, these longtime rivals have become collaborators, creating a series of iconic products. But how did this partnership come about—and why? Read on to discover the story behind this alliance.

Brand Matters by Lento Agency • 10th November 2025

How Zuck Won and Musk Lost the Identity Game

Two nerds who took over the world. Two of the most powerful and controversial figures of the 21st century. Two remarkable brand stories. This article offers a deep dive into their branding journeys, examining their mistakes and key moments—and delivering insights into what happens when the person becomes the brand.

Brand Matters by Lento Agency • 30th October 2025

The Imperfection Shift: Why Polish Is Out

Everyone seems obsessed with perfection these days - from tech developments that unify our identities to fake minimalism everywhere. But what if what people are truly longing for is imperfect content and authentic perspectives on ourselves and the world. Dive into this article and find out how Wabi Sabi can help us become who we truly are.

Brand Matters by Lento Agency • 24th July 2025

Nomads Before Wi-Fi: What the Originals Got Right

The term "nomad" has been overused in recent decades, especially since remote work became fashionable. Yet, nomad communities have been around for centuries and have a great deal to teach those who make changing scenery into a lifestyle. What are those ancient voices telling us about adaptation and living in harmony with our environment?

Brand Matters by Lento Agency • 31st July 2025

How Bad Bunny Made Going Home the Ultimate Flex in Branding

Bad Bunny is ... well, you already know him. The artist who made his fans travel to his native Puerto Rico to see him instead of embarking on a global tour. What was behind this risky move? In this article, discover how the Latin icon boosted an entire country’s economy through his art.

Brand Matters by Lento Agency • 17th July 2025

The Safety Trap: Why Playing It Safe Is Killing Your Brand

In branding, playing it safe is a risky game. Many brands choose preconceived formulas that have worked for others before, but it doesn't mean that they will work again. In this article, you'll discover how true pioneers are made in a world where recycling is the norm.

Brand Matters by Lento Agency • 10th November 2025

Who’s Actually Winning Gen Z? These 5 Brands.

Every generation is its own universe with different tastes, behaviours, visions and ideas. Gen Z is far from being an exception, and only a few brands have discovered the secrets of what they stand for. Here are five of them.

Brand Matters by Lento Agency • 10th November 2025

TripAdvisor's Rebrand That Chose Humans Over Algorithms

TripAdvisor has evolved from a simple review site into an almost human travel companion. Discover the killer playbook they’ve written—one that’s redefining what it means to travel in the 21st century.