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Exploring the future of brands

Category: Good Reads

Good Reads // Honda & Visa Mobile Payments

Japanese multinational Honda – in partnership with Visa, Gilbarco Veeder-Root and IPS Group – has unveiled a proof of concept for in-vehicle payments at CES 2017.

Through smartphone integrations, Honda has been able to demonstrate how in-vehicle payments could work in the future to pay for services such as petrol and public parking.

Honda In-vehicle Payments
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Good Reads // How do Gen Z really use their mobile?

Until recently, I felt I had a good grip on what was happening with Gen Z…this is evidence that conversation drives far greater insight than data alone.

“Think about your daily morning routine. It probably involves getting out of bed, having breakfast, brushing your teeth and then getting on with your day.

But for many teens none of this happens before one important task: sending a KTS to your streak list.


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Good Reads // Building Jarvis

Mark Zuckerberg gave the following recount of his project to build a simple AI to run his home.

“My personal challenge for 2016 was to build a simple AI to run my home — like Jarvis in Iron Man.
My goal was to learn about the state of artificial intelligence — where we’re further along than people realize and where we’re still a long ways off. These challenges always lead me to learn more than I expected, and this one also gave me a better sense of all the internal technology Facebook engineers get to use, as well as a thorough overview of home automation.”

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Good Reads // The Consequences of Cord-Cutting

“Just because Netflix had essentially created this new world of internet TV was no guarantee that it could continue to dominate it. Hulu, a streaming service jointly owned by 21st Century Fox, Disney and NBC Universal, had become more assertive in licensing and developing shows, vying with Netflix for deals. And there was other competition as well: small companies like Vimeo and giants like Amazon, an aggressive buyer of original series. Even the networks, which long considered Netflix an ally, had begun to fight back by developing their own streaming apps. Last fall, Time Warner hinted that it was considering withholding its shows from Netflix and other streaming services for a longer period. John Landgraf, the chief executive of the FX networks—and one of the company’s fiercest critics—told a reporter a few months ago, “I look at Netflix as a company that’s trying to take over the world.”

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Good Reads // Cannes Festival of Complexity

“There’s one simple lesson from Cannes this year: We’re making marketing harder than it really is.

You can’t miss it. Whether you’re browsing the record 43,101 entries, watching a robot draw tweets or slowly but surely extricating yourself from a sales pitch.

This is not a festival of creativity. It’s a festival of complexity.

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Good Reads // Translating Brands Into Behaviours

“How can brands shift their customer relationships from occasional purchase to something deeper? The move from product-centric to a more connected exchange starts with one thing— interrogating a brand’s purpose, in terms of its role in people’s lives and ultimately in culture.

Nir Eyal’s Hooked Loop, under discussion in this FutureVision issue, pushes brand thinking into behaviour, and unpicks the triggers, actions, rewards, and investment needed to form habits around a product or service. It leads brands to ask: given our purpose, what habits do we have licence to be part of?

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Good Reads // What Adland Can Learn From Other Creative Industries

Michelle Gilson, planning director at adam&eveDDB, shares five commandments for coming up with creative ideas from the worlds of art, film, fashion and startups


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Good Reads // The remarkable rise of eSports

“Companies and media agencies have long appreciated the value of advertising to the gaming community, but a recent evolution has opened a new world of opportunity to brands.

Although in-game advertising has rapidly grown to become a $7 billion industry worldwide, the smarter money for brands is on out of game sponsorship eSports, tapping into a thriving and highly-engaged community of 120 million fans.

Electronic sports, commonly known as eSports, are competitive tournaments for professional video gamers – and it’s serious business.


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Good Reads // Computerised Conversation

Customer communications / As we reported in our AI customer service trend, IT research firm Gartner estimates that by 2020, customers will manage 85% of their relationships with businesses without any human interaction. But regardless of whether we’ll get human interaction, we’ll still want it. NICE Systems’ Global Customer Experience Survey found that 88% of people would pick speaking to a representative on the phone as their first choice. So, where does that leave us? Robots with the power to converse like humans.

‘Human language is the new UI [user interface] layer,’ Microsoft’s chief executive Satya Nadella said at the Build conference, according to the Financial Times. ‘Bots are the new apps. Digital assistants are like … the new browsers, and intelligence is infused into all your interactions.’ These humanised bots will provide brands with a way to communicate with their customers in a more authentic and natural way.


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Good Reads // Unifying the Journey

“Marketers have long embraced the concept of creating seamless and rewarding brand experiences along the consumer journey. The challenge is that the complexities of coordinating the multitude of retailer and media touchpoints are extremely difficult.

Traditionally, the process has been made even more difficult by the fact that most organisations are split between sales and media teams, each with different goals, approaches and targets.

But digital changes everything and three key forces are driving both the need and the ability to combine these approaches:

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Good Reads // How to Build Products That Are 10x Better Than the Competition

“Elon Musk’s companies are making a ruckus in the automotive, aerospace, oil, and utility industries.

How were they able to disrupt so many industries that have historically been slow to change and ruled by monopoly?

 
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Good Reads // Is the Personalization of the Web Making Us Dumber?

“As a Mashable reader, you’re probably well-aware that Facebook’s News Feed and Google’s search results adjust based on your behavior and demonstrated preferences. But are these and the web’s other algorithms making us collectively uninformed as a society? That’s the argument that Eli Pariser, the former executive director of MoveOn.org, made in a TED talk on Thursday in Long Beach, California.

Pariser started his talk by noting a trend he saw on Facebook. Over time, he said, the conservative friends he had started following to ensure a diverse set of viewpoints (Pariser describes himself as “progressive” politically) gradually started disappearing. As he would soon discover, that was a result of him clicking far more frequently on the links posted by his more liberal friends.

Is-the-personalization-of-the-web-making-us-dumber--6e690f999f

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Good Reads // 10 Most Common Misconceptions About User Experience Design

“When I tell people that I am a user experience designer, I usually get a blank stare. I try to follow it up quickly by saying that I make stuff easy and pleasurable to use. That’s the repeatable one-liner, but it’s a gross oversimplification and isn’t doing me any favors.

The term “user experience” or UX has been getting a lot of play, but many businesses are confused about what it actually is and how crucial it is to their success.

I asked some of the most influential and widely respected practitioners in UX what they consider to be the biggest misperceptions of what we do. The result is a top 10 list to debunk the myths. Read it, learn it, live it.

User experience design is NOT…

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Good Reads // 12 Cognitive Biases That Prevent You From Being Rational

“The human brain is capable of 1016 processes per second, which makes it far more powerful than any computer currently in existence. But that doesn’t mean our brains don’t have major limitations. The lowly calculator can do math thousands of times better than we can, and our memories are often less than useless — plus, we’re subject to cognitive biases, those annoying glitches in our thinking that cause us to make questionable decisions and reach erroneous conclusions. Here are a dozen of the most common and pernicious cognitive biases that you need to know about.

Before we start, it’s important to distinguish between cognitive biases and logical fallacies. A logical fallacy is an error in logical argumentation (e.g. ad hominem attacks, slippery slopes, circular arguments, appeal to force, etc.). A cognitive bias, on the other hand, is a genuine deficiency or limitation in our thinking — a flaw in judgment that arises from errors of memory, social attribution, and miscalculations (such as statistical errors or a false sense of probability).

Some social psychologists believe our cognitive biases help us process information more efficiently, especially in dangerous situations. Still, they lead us to make grave mistakes. We may be prone to such errors in judgment, but at least we can be aware of them. Here are some important ones to keep in mind.

Confirmation Bias

The 12 cognitive biases that prevent you from being rational

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Airbnb // Peek Under The Hood

Contagious have done a great job of articulating how the worlds third largest private company, Airbnb, works. It’s a long read, but I highly recommend reading through.

“It’s hard to articulate the atmosphere and spirit of the Airbnb Open 2015, the brand’s annual global conference that attracted 5,000 hosts from 106 countries, writes  Barry Mowszowski, reporting from the event in Paris.

Passionate hosts drawn from countries ranging from New York to New Zealand, descended on Paris for three days of inspiration in November 2015 in a conference designed to further enrich the community of Airbnb.

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Giroptic // Welcome To The 3D World

“French startup Giroptic has raised a $4.5 million round of seed funding to popularize its tech-laden cameras, which create high-definition, 360-degree images.

The company’s 360Cam records immersive stills, time lapse videos and real-time videos. After recording, these are ready for viewing without post-processing on virtual reality headsets, or online through YouTube, Facebook and other platforms that allow users to explore 360-images.


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Danit Peleg // 3D-Printed Clothing

“CLOTHES AND TECHNOLOGY share a surprisingly rich history. Mechanized textile production helped ignite the Industrial Revolution. Punch cards, which facilitated our interaction with computers for decades, were first developed in the 18th century to control textile looms. Which is to say, the idea that we might someday 3-D print our clothes isn’t nearly as wacky as it sounds.

Danit Peleg is the latest designer to explore the potential. For her graduate project at Shenkar, an art and design school in Israel, she developed a five-piece fashion collection that can be produced entirely with an at-home 3-D printer.

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Good Reads // 7 Unexpected Virtual Reality Use Cases

“The tech world is priming itself for the release of the much anticipated Oculus Rift headset in early 2016, and a number of leading companies such as Samsung, Sony, Google and Microsoft are creating VR based systems but keeping prototypes and release dates close to their chests.

How VR will be used, and the changes that the technology will make to the day-to-day lives of regular people is still a matter of speculation. Gamers are warming up their trigger fingers for a new level of immersive gaming, and the field of entertainment will be transformed by the changes. But use cases in other industries could be just as transformative.


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Good Reads // Thinking Further Than The Future

“What is ‘further future’? Well, it’s like the future…but further. At the moment, experience designers and strategists are focusing on ideas for connected homes and how everything can be automated to give people a seamless experience. The further future is different. It’s something so far beyond the future that it’s almost incomprehensible. Product designers and architects regularly innovate in this space – just take a look at Ferrari’s stunning new spaceship (above), showing an ambition that the design community has had for years.

So, why don’t experience designers get involved in this amazing world?

ferraris-design-director-flavio-manzoni-stunning-spacecraft-1_grande

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Good Reads // The Future Of Driving Technology

Interested in where the future of driving is headed?

Take a look at this article on what the big car manufacturers are experimenting with.

“On a recent WW survey regarding new technologies the drivers expect in the cars of the future, the respondents seemed highly interested in vehicle-to-infrastructure (V2I) technology.

The V2I technology allows connected cars to interact with surrounding elements, like stop lights, buildings, carparks and even humans. For the first time, V2I takes over the V2V technology (vehicle-to-vehicle), that occupied the news headlines since Volvo introduced us to their SARTRE project.

Vehicle to vechile communication
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