Category: brand management
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If a brand does not tell people what it stands for, it is a cabbage. A brand publishes a purpose, formulates a positioning statement, defines a personality, and spends millions communicating all three. Yet consumers rarely encounter a brand in the abstract. They encounter a package on a shelf, a photograph on Instagram, a sentence…
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A calculator is a useful comparison for a lot of software. Put in the same numbers, get the same answer every time. No judgment required, no oversight needed, no risk of the tool quietly making something up. It’s tempting to apply that same mental model to AI in business: treat it as a fast, reliable…
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By Damian Rezaee On April 24, 2026, transaction agreements were signed that formally ended one of the most consequential relationships in modern automotive history. Porsche AG agreed to sell its 45% stake in Bugatti Rimac and its 20.6% stake in the Rimac Group to a consortium led by New York-based investment firm HOF Capital (Porsche…
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When people want to settle a quick argument, understand a concept, rewrite a sentence, plan a trip, summarize an article, check a calculation, or think through an idea, one brand increasingly comes to mind first: ChatGPT. That matters because this is not only a product usage story. It is a branding story. More specifically, it…
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Introduction In December 2015, a group of technology researchers and investors founded OpenAI as a nonprofit artificial intelligence organization with the stated mission of ensuring that artificial general intelligence (AGI) benefits all of humanity (OpenAI, 2025). Within two years, the organization introduced what would become one of the most recognizable visual symbols associated with contemporary…
