3 December 2025

2:20 PM – 3:05 PM

Salle Proudhon

Georges Lewi

With a dual background in classics and marketing, Georges Lewi soon became interested in the life of brands, and began his first research work on brand life cycles with his first book, Sale temps pour les marques. He analyzes a paradoxical phenomenon: some young brands age prematurely, while hundred-year-old brands are doing very well. Now the author of some fifteen books, he is considered one of Europe’s leading branding specialists. He has taught at the Haute école de commerce (HEC) in Paris, at CELSA (École des hautes études en sciences de l’information et de la communication, Université Paris 4 – Sorbonne), and has lectured and consulted for major corporations, where he has handled some 500 cases. His work on storytelling has won him numerous awards.

Have brands found their limits with AI?

The brand is either authentic or it isn’t. AI blurs all originality and reproduces clones ad infinitum. Is the end of brand marketing heralded in favor of simple product marketing? Ever since society announced the end of brands, they seem to have reached their limits. Are we to conclude that our new world is preparing for the end of brand logic itself? Perhaps. But corporate strategists also have the resources to continue selling “more”. So, brands: limit or no limit?