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Think about you in 30, 40, 50 years. What will you remember? How will you describe your life?
Most people will selectively remember a few highlights of their lives: Their longest tenured job, family traditions, some key relationships.
Of course, people can’t possibly sum up 70, 80, 90 years of existence in merely a couple of paragraphs. Yet people act and live as if they can.
It’s the Twitter card summary of life. Everyone knows it’s insufficient, but people think this way each and every day.
Now think about your brand. Your brand can’t possibly be defined in 140 characters, right? Well, it is. That’s all the mental capacity humans will devote to thinking about your brand before they need to make a quick decision.
That’s why RedBull has become the “fall from space” company (e.g. Stratos). Nike is the innovative athletic wear company (e.g. Nike Fuelband, etc).
You know these companies are far more complex and nuanced than just one or two initiatives. But these are the types of heuristic shortcuts people employ when they think about your brand. 
Do at least one thing really, really well. If people are only going to remember 1 or 2 things about your brand, give them something interesting to hang on to.

Think about you in 30, 40, 50 years. What will you remember? How will you describe your life?

Most people will selectively remember a few highlights of their lives: Their longest tenured job, family traditions, some key relationships.

Of course, people can’t possibly sum up 70, 80, 90 years of existence in merely a couple of paragraphs. Yet people act and live as if they can.

It’s the Twitter card summary of life. Everyone knows it’s insufficient, but people think this way each and every day.

Now think about your brand. Your brand can’t possibly be defined in 140 characters, right? Well, it is. That’s all the mental capacity humans will devote to thinking about your brand before they need to make a quick decision.

That’s why RedBull has become the “fall from space” company (e.g. Stratos). Nike is the innovative athletic wear company (e.g. Nike Fuelband, etc).

You know these companies are far more complex and nuanced than just one or two initiatives. But these are the types of heuristic shortcuts people employ when they think about your brand. 

Do at least one thing really, really well. If people are only going to remember 1 or 2 things about your brand, give them something interesting to hang on to.

Beacon-ing in 2014

Yes, New Year’s trendspotters and prognosticators, we know and we’re with you. We’re in the age of the mobile device. So what’s going to change? How’s it going to matter?

Here’s one thought: Until location based information can be unlocked (there’s both privacy and battery life concerns), we won’t see widespread adoption of this utility. 

It’s this passive, no-effort utility that only location-sensitive mobile/wearable technology can accommodate. And the potential is huge. All of that big data sitting out there on Acxiom’s and Google’s servers can be put to use to bring about marketing nirvana. Or something like that.

Where the magic happens — inside a Google Data Center

With technologies such as Apple’s iBeacon, we’ve begun to address the concern around battery life (interestingly, even post-Snowden this is probably of greatest concern people have with location-triggered messaging).

image

So what if that changes? What if people will now trade their in-store location information in exchange for coupons to their favorite products? What if your home would respond to your movements throughout the house — turning lights, heat, and screens off or on, depending upon your presence? Imagine what Tinder will do with beacon-like information… 

It’s happening, so how do modern brands respond?

Here are some ideas:

1) Don’t lose your head or your soul chasing the shiny object. Identify your brand’s purpose in someone’s life and only use technology to further your brand’s usefulness — not distract or annoy, merely because you can.

2) Create custom experiences. Use the technology to do things no one else can do. Partner with manufacturers such as Nest or LG or Samsung who are building the next wave of connected devices and appliances. Use your brand’s customer empathy to unlock new opportunities to serve.

3) Experiment. Boldly. History favors the progressive. Carve off a piece of your marketing budget for ROI-agnostic experimentation. These types of technologies and utilities are difficult for large companies to invest in because they seem so far-fetched. But if your brand is guided by a purpose and values, you can trust your team invest — even its R&D dollars — in initiatives that can pay big dividends in the future. (See: search engine building self-driving cars)

More on Beacons:

from Wired

from Apple Insider

wesleyhill:

Man, this song

Merry Christmas