The Sentient Brand Experience

Of the 5 Principles of Brand Experience previously explored: Ubiquitous, Social, Semantic, Sentient and Human - there is one that stands out as an opportunity to be owned…

Ubiquity - Being across the experience chain is clearly owned by Nike - Nike call themselves a services business, not a sneaker business. They create value around the use of sportswear, not focus on shifting units.

Social - Enhancing the experience through the social graph and prompting conversation and shared experiences: The recent Facebook and Spotify alliance.

Semantic - Creating meaning from complex data in a way that’s usable by humans - Google

Human - Reducing complex technology to the point of democratisation - Apple

Which leaves us the fourth principle - that of the ‘Sentient’ brand experience. What do we mean by sentience? Not the often misunderstood conscious awaking of artificial intelligence - but the simple ability to react to, or rather pro-act against context, or put simply, a trigger.

Who’s closest? Generally brands involved in Location Based Services, or rather location based Services themselves - the leader so far? With it’s release of ‘Radar’ foursquare has taken a step closer to context awareness - yet Foursquare isn’t really a mass consumer Brand with a clear proposition - it’s more a tool for brands to push to customers, and for customers to interact with each other and the environment driven by simple game mechanics.

Most location based services are in fact ‘dumb’ - not dumb in the derogatory sense, but dumb in that most re-act to a single parameter, location, only when asked: press button… receive nearby pubs - hardly clever. No location based service can as yet can re-act to, or more powerfully pro-act against context.

What is context - Its a combination of place (environments not points), people (implicit and explicit networks and their collective knowledge) and history (where I and my network have been, were we are now, and where we plan on going) - Where we are, our relationships, collective knowledge, and behaviour over time. Why hasn’t this been cracked? The technology required has only just reached our pockets, even with the release yesterday of Samsung’s Galaxy Nexus device incorporating an accelerometer, GPS, compass, gyroscope, light sensor, proximity sensor and barometer we are only just arriving at a real ability to sense the environment in a mass, yet personal way. Layer this with increasingly intelligent, lightweight applications, ever more power-full devices and faster networks and the opportunity only just begins to emerge.

The question is, who’s going to take it?

  1. impactthroughinnovation reblogged this from wolffolinsblog
  2. atworksblog reblogged this from wolffolinsblog
  3. nathanawilliams reblogged this from wolffolinsblog
  4. wolffolinsblog posted this