LONDON, ENGLAND - JUNE 01: Laurent Mekies and Dave Rosenberg on stage during the 'Beyond the Logo: How Technology drives Competitive Advantage' panel discussion during day one of SXSW London 2026 at The Truman Brewery on June 01, 2026 in London, England. (Photo by Jack Taylor/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 01: Calum Nicholas on stage during the 'Beyond the Logo: How Technology drives Competitive Advantage' panel discussion during day one of SXSW London 2026 at The Truman Brewery on June 01, 2026 in London, England. (Photo by Jack Taylor/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 01: Dave Rosenberg on stage during the 'Beyond the Logo: How Technology drives Competitive Advantage' panel discussion during day one of SXSW London 2026 at The Truman Brewery on June 01, 2026 in London, England. (Photo by Jack Taylor/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 01: Laurent Mekies and Dave Rosenberg on stage during the 'Beyond the Logo: How Technology drives Competitive Advantage' panel discussion during day one of SXSW London 2026 at The Truman Brewery on June 01, 2026 in London, England. (Photo by Jack Taylor/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 01: Dave Rosenberg on stage during the 'Beyond the Logo: How Technology drives Competitive Advantage' panel discussion during day one of SXSW London 2026 at The Truman Brewery on June 01, 2026 in London, England. (Photo by Jack Taylor/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 01: (L-R) Laurent Mekies, Dave Rosenberg and Calum Nicholas on stage during the 'Beyond the Logo: How Technology drives Competitive Advantage' panel discussion during day one of SXSW London 2026 at The Truman Brewery on June 01, 2026 in London, England. (Photo by Jack Taylor/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 01: (L-R) Laurent Mekies, Dave Rosenberg and Calum Nicholas on stage during the 'Beyond the Logo: How Technology drives Competitive Advantage' panel discussion during day one of SXSW London 2026 at The Truman Brewery on June 01, 2026 in London, England. (Photo by Jack Taylor/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 01: Calum Nicholas on stage during the 'Beyond the Logo: How Technology drives Competitive Advantage' panel discussion during day one of SXSW London 2026 at The Truman Brewery on June 01, 2026 in London, England. (Photo by Jack Taylor/Getty Images for SXSW London)