Lessons from the rises and falls of well-known brands.

We examine well-known brands the way we examine yours: symptoms, diagnosis, treatment. Each case file looks at one brand on one date, with the numbers, the evidence and a downloadable report. Every file is written as of its date and is not updated afterwards.

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All case files

Every case file, newest first.

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Shopify Brand Check-up: Healthy Growth, High Expectations

Shopify grew revenue 32% in Q3 2026, yet its shares fell 8.7% on November 3. Our check-up covers the 2022 reset, the merchant focus and what to watch.
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Tim Hortons Brand Check-up: Repairs Made, Momentum Fading

Tim Hortons brand check-up, October 27, 2026: the Burger King merger, franchisee lawsuits, an app privacy finding and Canadian comparable sales slowing to 0.1%.
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Gap Brand Check-up: The Blue Box Comeback Built on Denim

Our Gap brand check-up: the 2010 logo reversal, years of store closures, Richard Dickson’s denim-led turnaround, the latest results and the share price.
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Beyond Meat Brand Check-up: When the Category Stops Growing

Beyond Meat closed at $14.19 on August 25, 2026, after a 1-for-30 reverse split. We diagnose a stalled category, premium prices and a dilutive debt swap.
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Canada Goose Brand Check-up: Selling More, Earning Less

Canada Goose grew revenue 13.3% in fiscal 2026, yet profit fell and its NYSE shares closed at US$9.25 on July 28, 2026. Our check-up on margin, China and price.
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Victoria’s Secret Brand Check-up: From Angels to VSXY

Victoria's Secret dropped its Angels in 2021, then revived its show and took the VSXY ticker. We review the repositioning, sales and the June 2026 rally.
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Under Armour Brand Check-up: The Growth It Pulled Forward

Under Armour brand check-up, June 2, 2026: pulled-forward sales, years of promotions, Kevin Plank’s return and a third straight year of falling revenue.
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Abercrombie & Fitch Brand Check-up: After the Cool Kids

Abercrombie & Fitch brand check-up, May 26, 2026: Jeffries-era exclusion, the Horowitz rebuild, record sales, a slowing namesake brand and a 61% share fall.
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Chipotle Brand Check-up: More Restaurants, Fewer Visits

Chipotle grew 2025 revenue 5.4% while comparable transactions fell 2.9%. Our check-up covers the food-safety crisis, the Niccol turnaround and the slowdown.
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Crocs Brand Check-up: Comeback Clog, Costly Second Brand

Crocs brand check-up, March 24, 2026: the 2008 near-collapse, the comeback built on charms and collaborations, and the $737 million HEYDUDE write-down.
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Netflix Brand Check-up: From Subscriber Shock to Studio Bid

Netflix grew 2025 revenue 16% to US$45.2 billion, yet its shares sat 42% below their record. We review password sharing, the ad plan and the Warner Bros. deal.
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WeWork Brand Check-up: The Lease Behind the Mission

WeWork was valued at $47 billion in 2019, listed in 2021 and filed for Chapter 11 in 2023. We diagnose a brand that sold a mission but ran on long-term rent.
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