Hi Enrico, sure thing. A favorite couple of examples I have are Glossier and Casper for branding success stories. As for products/services that failed because of not putting branding first, you can look at Tropicana’s disastrous (and ultimately reversed) packaging redesign, but with most known brand disasters it will typically be a major corporation with an ill-advised marketing campaign or something similar, as opposed to an overall capsizing of a company because of a brand strategy decision.

I think for a lot of smaller companies that never thought heavily about brand in the first place, we simply wouldn’t ever hear of them.