ROB WALKER

Rob Walker writes Branded, a weekly column about marketing and branding. He also writes about design, business, and other subjects.
Co.Design

The AI backlash is a danger for every brand now

Brands are particularly vulnerable to charges of inauthenticity, and AI is currently an inauthenticity force multiplier.
Technology

AI’s got a brand problem. The CEOs aren’t helping

Most companies want to sell you on their product. AI companies do too. They just have a funny way of doing it.
Co.Design

The reason nobody cares about Grokipedia

Elon Musk’s new Wikipedia alternative doesn’t stand a chance against the much-loved website.
The reason nobody cares about Grokipedia
Co.Design

How Microsoft turned ‘copilot’ into a catchall for AI

When everything’s a copilot, is anything a copilot?
Co.Design

How TikTok’s near-death experience actually boosted the brand

TikTok going dark for less than 24 hours rose to the level of a national emergency. And it came roaring back with more daily users than ever.
How TikTok’s near-death experience actually boosted the brand
Technology

Forget founder mode. All of Elon Musk’s companies need manager mode

SpaceX’s current halo moment is the best argument for handing over the company reins to someone else.
Forget founder mode. All of Elon Musk’s companies need manager mode
Co.Design

Streaming companies have a quitting problem—and the bundle could help fix it

First customers cut cable, now they’re cutting streaming subscriptions like Hulu and Peacock. But new bundles could make it harder to walk away.
Streaming companies have a quitting problem—and the bundle could help fix it
Co.Design

Apple just took AI and cleverly rebranded it as its own

Never mind that Apple is late to the AI scene. AI stands for ‘Apple Intelligence’ now.
Apple just took AI and cleverly rebranded it as its own
Co.Design

Why every beloved toy—from Monopoly to He-Man—is going to be a movie now

In a post-‘Barbie’ world, Hollywood is on a kick to create something fresh from the nostalgically familiar.
Why every beloved toy—from Monopoly to He-Man—is going to be a movie now
Co.Design

How Nvidia became a household brand

The chip maker has ridden the AI wave to a $1.1 trillion-dollar valuation and wide name recognition—even though most people aren’t exactly sure what it does.
How Nvidia became a household brand