Conversation

Imagine controlling a brand whose name and associated actions have, miraculously, entered the language of everyday life in the only way that can really happen … just a purely organic process of adoption, to the point where competitors use pastiches of “your” words. The kind of thing marketers dream of but know in their hearts cannot be artificially induced. Astonishingly valuable. Now imagine you are a boneheaded narcissist billionaire with a long-term fixation on the letter ‘x'.