Events & updates
Talks, roundtables and workshops on entering and growing in a new market, plus the latest thinking from our desk in Cambridge.
Speaking
Friday, October 30, 2026
MIT Samberg Center, Cambridge, MA
Wilbert Kragten speaks at the Imagination in Action Physical AI Summit, Minds in Motion, at the MIT Samberg Center in Cambridge.
Event recap
Wilbert Kragten delivered the keynote at Invest International's Invest in Resilience conference in Rotterdam.
Read the recapEvent recap
CMOtalk USA launched aboard the Clipper Stad Amsterdam, with Nathalie and Wilbert as co-hosts.
Read the recapEvent recap
Reflections on timing and positioning as European energy technology companies enter the U.S. market.
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Nathalie and Wilbert shared U.S. market-entry insights with a regenerative medicine delegation in Boston.
Read the recapSeptember 2026
Brand strategy now needs to account for how AI represents companies as well as how people experience them. Here is how to define the intended understanding, assess the gaps and coordinate action.
ReadSeptember 2026
Asking AI about your company tests its description of your brand. Asking about customer problems tests something different. A useful assessment needs both.
ReadOctober 2026
Before assessing how AI represents your company, define what an accurate understanding should contain. Connect category, audience and differentiation to credible evidence.
ReadOctober 2026
Your Brand Book defines the brand you intend. AI forms its own conclusions. Why brands now need a counterpart that defines how AI should understand them.
ReadOctober 2026
Recognition is not understanding. How the AI Brand Genome looks at category, evidence, customer fit and consistency to assess what AI really understands.
ReadOctober 2026
Branded questions flatter brands in AI. Problem-first questions reveal whether AI connects your brand to the customer problems you want to own.
ReadOctober 2026
Share of market, voice and search remain useful. AI adds another measure: how well AI understands, associates and recommends your brand versus competitors.
ReadOctober 2026
AI can recognize your company and still misunderstand what makes it relevant. Why visibility creates false confidence and how to find the real gap first.
ReadOctober 2026
AI sees an ecosystem of signals far beyond your website. Why brand consistency has a new meaning and how to move from publishing content to orchestrating signals.
ReadOctober 2026
Closing the AI Brand Gap™ takes targeted interventions, renewed measurement and ongoing governance, not a one-off campaign or more content for its own sake.
ReadBrand strategy, an AI Brand Book or an AI Brand Campaign? Tell us about your company, how you want your brand to be understood, and where you need support.
