jimstolze handout
TRANSCRIPT
THE FUTURE OF
PUBLISHING IS NOW!
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Jim Stolze - March 2013 - Senefelder Misset Seminar - Doetinchem
The Hype Cycle is a graphic that depicts public expectations of new and emerging (often not so new) technologies in the form of a graph. It is updated annually and produced by a research and advisory company called Gartner, Inc.
"2010"
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"INTIMATE TECHNOLOGY"WAVE #1
In the olden days, technology used to be something distant. In fact the computer was rather a place where you went to. Because of Moore's law computers became smaller and found their way to our desktops and later even on our lap. The tablet generation proves that our new relationship with technology is more like that with a pet. We stroke it, we cuddle it. We pet it like the house dog. Soon we'll be wearing technology, from 3D printed clothing to intelligent wrist watches and nano-tattoos.
your phone as an extension of your shopping bag
Ten years ago the public reaction would have been that Robocop and the Terminator were not welcome. But slowly we see our approach and appreciation of technology changing. Google is letting us getting used to wearable technology with their project Glass by public appearances.
Marshall McLuhan sees every medium as an extension of some human faculty, with the media of communication
thus exaggerating this or that particular sense.
TECHNOLOGY AS AN EXTENSION OF OUR SENSES
REMOTE FOR LIFE
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893"BRAND UTILITY'S"WAVE #2
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PERSUASIVE?
so if you look at this new relationship that we have with technology. and you combine this with the stuff we said about useful and honest branding... can we use brands to do more than just be a service, more than just advertising?
Model by Rossiter & Percy. Adaptation by Ingmar de Lange
high
invo
lvem
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low
invo
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negative motivation positive motivation
FrustrationBrands can makethings simpler
AspirationBrands can inspire
IrritationBrands can make things easier
FunBrands can make things more fun
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BRAND UTILITY'S
@jimstolze
www.jimstolze.nl/weblog
SURFS UP!
Jim Stolze - March 2013 - Senefelder Misset Seminar - Doetinchem