Category: Brand Strategy
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Strategy begins when we recognize the relationships between events, people, capabilities, and choices, and understand that we are part of the pattern. Before a company writes down its strategy, it has already revealed one: in what it funds, rewards, repeats, and ignores. Yet we talk about creating a strategy as if the work begins on…
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World of Warcraft: Forever turns more than two decades of product evolution into a strategic experiment. An earlier version of a mature product can become the foundation for a different future. On September 12, 2026, Blizzard Entertainment announced World of Warcraft: Forever, a new permanent experience within the World of Warcraft franchise. Blizzard describes Forever…
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Two composers can inherit the same musical language and still produce remarkably different experiences. Joseph Haydn and Wolfgang Amadeus Mozart worked within the conventions of eighteenth-century Classical music and drew on many of the same formal structures, including sonata form, rondo, variation, and minuet and trio. Sonata form was particularly important because it provided a…
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A purpose can exist for years without ever becoming meaningful. Shakespeare writes in his play Hamlet, “There is nothing either good or bad, but thinking makes it so.” Meaning emerges through interpretation. A purpose, like a value, a principle, or a brand, becomes significant when someone encounters it, interprets it, and connects it to something…
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Atari is one of the most famous names in video game history. Even people who do not know much about old video games may recognize the Atari name or logo. The company was founded in 1972 and became famous because of games like Pong and the Atari 2600 home console (The Strong National Museum of…
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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…
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Introduction For most of the twentieth century and into the twenty-first, Volkswagen (VW) embodied the strength of German engineering and industrial might. With ten brands spanning mass-market to ultra-luxury vehicles, and a global presence across every major market, VW was considered a near-invincible institution. By 2024, however, the company had issued two profit warnings in…
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Introduction In the rarified echelon of hyper-luxury automotive manufacturing, Bugatti occupies a singular position that transcends conventional market categories. Founded in 1909 by Italian-born French automobile designer Ettore Bugatti in Molsheim, France, the marque has evolved from early-twentieth-century racing dominance to contemporary hypercar supremacy, maintaining an unwavering commitment to the founder’s dictum: “If comparable, it…
