What turns a brand story into something the audience retells on its own? A look at Airbnb's Milano Cortina campaign and the alphabet FutureBrand drew from the Amazon river. Plus a thought about what AI still cannot do.

Week 1 of Design Brands that Last is behind me, and one concept did not get the time it deserved. So this Sunday I want to give it the space it needed: resolution, and the three spheres through which a brand's impact actually lands. Two of them is what makes a brand last. Three is what makes one rare.