The backstory.
The original note behind BRXND: brands, AI, machine understanding, and why the intersection felt worth building around.
Like many others, a few months ago, I started tinkering with various generative AI tools. These early experiments were mainly about exploring their creative and business potential. Almost immediately, one idea popped into my mind: AI-generated brand collaborations.
As soon as I started to see the results, and share them with others, I got very excited. It was not just that this thing could spit out amazing-looking imagery, it was that it seemed to understand which brands were strong and which were weak.
Then it struck me: this is a lot like Brand Tags, a project I built 15 years ago. The tool showed people a random brand logo and asked them to type in the first thing that popped into their mind. It was inspired by the simple idea that brands live in people's heads.
A decade-and-a-half after asking people for their tags, AI offers a whole new lens through which we can explore brands. These systems have scoured much of humanity's knowledge and creativity and quantified its patterns.
BrXnd is positioned at that frontier. Sitting at the intersection of brands and AI, the goal is to establish a dialogue between the two sides that can help push both industries forward.
Beyond this initial collaboration experiment, I'll be holding a conference in NYC. The goal is to discuss what is possible today, how to make it happen, and where the future will lead us.
- Noah