AlexNet, the paper that arguable started it all, came out of Hinton's lab.
https://papers.nips.cc/paper_files/paper/2012/hash/c399862d3...
I really don't think they need to build any more of a brand.
Brand-building is an ongoing process. You'll notice even the most recognized brands on earth, like Apple and Coca-Cola, are still working on building their brand.
AlexNet, the paper that arguable started it all, came out of Hinton's lab.
https://papers.nips.cc/paper_files/paper/2012/hash/c399862d3...
I really don't think they need to build any more of a brand.