The volume of conversation around the role of technology and brand is most certainly picking up within the places I find my inspiration / information. Broadly speaking, we’re seeing more innovative brands starting to find ways to build value within their product / service offering by using technologies available today.
Where a lot of product is at parity with its competitor set, stories aimed at creating demand are getting less effective as the web creates a layer of radical transparency through reviews and social media conversation. The route then is to augment existing products with a digital layer that adds genuine value and creates a point of difference from which better, more effective stories can be told. (It’s harder to tell great stories about average products!)
A great foundation to this line of thought comes from Google’s Executive Chairman Eric Schmidt on How Google Works.
Neil Perkin has a great blog post about the takeouts from the presentation.
And don’t let formal business plans hamper the freedom of smart creatives: ‘Don’t base your future on a plan…instead base it on a strategic foundation…the plan is fluid, the foundation is stable’. Such a foundation has three main pillars:
1. Create superior products based on unique technical insights
2. Optimise for growth, not revenue
3. Know the competition, don’t follow it
For the brand marketers, a really valuable piece from McKinsey and J&J’s VP of digital strategy
How does a global company take advantage of digital technology? Johnson & Johnson’s vice president of digital strategy, Gail Horwood, explains.
Quartz has a great write up on a feature quietly launched by Apple last week for their iPads with SIM cards:
“Perhaps the most interesting news about Apple’s new iPad Air 2 tablet is buried at the bottom of one of its marketing pages: It will come pre-installed with a new “Apple SIM” card instead of one from a specific mobile operator.
The Apple SIM gives you the flexibility to choose from a variety of short-term plans from select carriers in the U.S. and UK right on your iPad. So whenever you need it, you can choose the plan that works best for you—with no long-term commitments. And when you travel, you may also be able to choose a data plan from a local carrier for the duration of your trip.
So far, Apple lists three of the top four US operators—AT&T, Sprint, and T-Mobile—as partners. In the UK, there’s EE, a joint venture between T-Mobile and Orange. Apple says participating carriers may change.”
The Submarine Cable Map is a free resource from TeleGeography. Data contained in this map is drawn from the Global Bandwidth Research Service and is updated on a regular basis.
Coca-Cola is availing itself of the growing trend toward Wi-Fi use by smartphone owners with a new strategy to enable wireless connectivity through its branded vending machines.
The Wi-Fi-enabled vending machines are being tested by Coca-Cola and British Telecom in two communities in South Africa. The strategy is the latest example of how Coca-Cola continues to lead the way in mobile marketing by coming up with clever ways to tie its brand to consumers’ love of their smartphones.
The Wi-Fi vending machines are located in Umtata and Nelspruit.
Colonising Mars – inside the mind of Elon Musk..
Elon Musk argues that we must put a million people on Mars if we are to ensure that humanity has a future
Love these ads: Google Analytics in Real Life