The Blog of Babel

This site sits on the crossroads of Languages, Linguistics, Social Media Market Engagement, Marketing Strategy, Innovation Strategy, Creativity Theory, Ancient Mythology & Egyptology. Its a very small crossroads in the middle of cyberspace - so stay for a while - pull up a chair and coffee. 

Wearable Tech (part II) - The Gist & The Goods

For all those who do not know, last week I attended the wearable tech conference in NYC. It was a blast. Events like these really start gearing you up for what the future is going to be like and I'm quite excited. In order to provide you the best and most relevant information I have divided this post into two sections: The Gist and The Goods.

The Gist.

Ok, so you want a snapshot of what the event was about, the main points, the areas for expansion - here it is. The main points. The recap. The 411. The Skinny. The Reader's Digest Version. Skim and learn about this amazing industry. 

  • Body as Platform - This was a very recurrent theme at the convention. In the future, technology will no longer be about the external devices but devices that are in tune with your body. This means that controls become second nature to you - no manual needed. Your own body will literally be the platform from which you will interact with the digital world.
  • Actionable Data -  Hello, your heart rate is 160 over 80. Well, that's great - I think? I'm not really an MD. One problem with these intimate devices is the overwhelming amount of new information they could provide users. They can tell you when you fell asleep, how long you slept, how well you slept, when you woke up, how long you worked out, how well you worked out, your heart rate, your movements, taste, touch, smell, hearing - enough information to overload any user. The problem becomes not getting information but delivering relevant, actionable data. So your heart rate is 160 over 80. HOWEVER,  that is a 4% increase in efficiency based on the same amount of energy exerted yesterday, to get even healthier you should do X, Y and Z - now that's actionable. 
  • Glance-able Information -  Information you don't even need to pull out of your pocket. Just glance somewhere on your body and get immediate feedback. This makes new wearable tech products very sticky, as information becomes even more readily available. 
  • The Turn Around Test - Wearable tech needs to pass this to be adopted in the mass market. If you were on your way to work, would you turn around to get the wearable tech product you forgot at home? You would for your phone, what about a smart watch?
  • Abstraction. Langauge is removed. We are now communicating in the language of your body. Instead of telling you things, we can show you things. Look at the goods below to get the idea.
  • Beauty -  We are going to be wearing these products so they have to have utility and be expressive. They need to be well thought out in order to provide utility and meaning to the user. However designers cannot forget their product's expressive nature. Anything humans wear become a statement of self, so design with this in mind. 

The Goods. 

Wanna hold that yoga position better? Here is Eletricfoxy's MOVE - it monitors your body and tells you which parts are out of alignment, vibrating in that area to tell you to fix it. Keep your eyes closed and focus on breathing. 

Are you hard of hearing and relying on sight? These Himri glasses feature a small black strip that vibrates according to peripheral noise - now you can actually see the noise that you can't see just outside of your field of vision.

Tired of using your iPhone's GPS to get places and bumping into things? These Dominic Wilcox shoes have built in GPS and LED lights. Program your destination, look at your feet and follow the direction of the LEDs and click your heels three times.

meme_flower.jpg

Want to take that great photo with you? Artefact's MEME is a camera and jewelry statement in one. Using the recognizable form of polaroid film, you can snap a picture and wear it immediately as jewelry. Change it with your mood. 

How focused are you? The Melon Headband tracks how well and how long you concentrate. Based on this it can predict your mood and, for example, suggest appropriate music. Additionally, there is also (scary) potential to link this biometic data right to your Facebook account. Melon says you were very happy and concentrated on April 5th - what were you up to that day - maybe you can replicate it? Look at your life based on what makes you happy. 

Hate wearing a helmet? This garment looks like a scarf but when you fall off your bike it automatically deploys a built in cushion to protect your head from the fall.  

Confused about how to work out properly? Pulse tells you when you are in your target zone by glowing, so you know how to work out perfectly with just a glance. 

Sports_HydrationSensor_Image.jpg

Hydration is key for any athlete. The Mc10 hydration monitor goes right on the body and provides instant information as to your body's H20 needs - no more guessing. 

 

Proteus-Ingestible-Sensor.jpg

The Proteus sensor unit is digestible and provides very exact and actionable information as to your internal health.   

lumo-back-2.jpeg

Have bad posture? Lumo Back attaches around your waist and reminds you to keep good posture with small vibrations. Better postures leads to better overall health.  

adidas-micoach-smart-soccer.jpg

MiCoach from Adidas is being deployed for entire teams. Each player on the field will wear an individual unit and all units on the field aggregate to a central server. This system can display real time results of your team's efficiency, health, performance and stamina. Pretty cool. 

earl-stewart-3d-printed-shoe-4.png

TOP - Earl Steward designed 3D printable shoes that are made to fit your exact foot. Now that's customization.  

RIGHT - Cutecircuit makes clothes with optical fiber woven into the garment itself.  

cute-circuit-aurora-led-dress-enpundit-3.jpg
antimalariadress.png

Designer Njehringe produces a line with insecticide woven right into the very fabric of the garments. Just wear these and you are guaranteed to be bug free, reducing the spread of disease. 

aegis-parka-nieuwe-heren-4.jpg

The Aegis Parka by Nieuwe Heren actually tests the air for pollution and lets you know if levels are too high. Once you know you can pull out the parka's built in mask. 
 

Product Videos. 

Story behind LUMOback. Check out www.lumoback.com for more information.

CuteCircuit presents the new Pink&Black Collection. A haute couture mini-collection in collaboration with Magnum to launch their new delicious Pink & Black Haute Couture ice cream flavours for summer 2013! The Pink&Black Collection includes unique designs, made with the most exclusive fabrics and micro technology connected to "Q by CuteCircuit" iPhone App, that illuminate in millions of colours and animations, magically controlled by thousands of fans voting via Twitter.

Move is a technology garment designed by Electricfoxy that guides you toward optimal performance and precision in movement in an ambient, precise, and beautiful way. From daily activities to sports activities to expressive movement, it provides a softer, poetic, and more personal approach to physical performance that helps you eleviate incorrect physical movements, which can lead to chronic pain or even long-term damage. The more precise you can move, the faster you improve your fitness and overall health. The Move experience consists of a wearable technology garment and mobile app. The garment includes 4 stretch and bend sensors located in the front, back and sides. Together, they read your body’s position and muscle movement, assess whether it is correct, and provide real-time feedback to correct it through haptic feedback components located in the hips and shoulders. A mobile app allows you to assess, manage and customize your experience. For more information, visit the project site at http://www.electricfoxy.com/move Credits Director, Producer, Editor: Jennifer Darmour Cinematography, Director, Producer, Art Direction, Design, Color: Issara Willenskomer Cinematography: Yaque Silva-Doyle Producer: Paul Breslin Slow moving female: Cathy Vu Animation, Compositing: Sam Rohr Animation, Compositing: Scott Douwes Lighting: Leo Lam Music: James Key Hair & Makeup: Lindsey Watkins

What if Augmented Reality (AR) was Amazingly Relevant, not just a gimmick? We believe AR should be practical, intelligent and adaptable to human lives. INTRODUCING...The Infinity Augmented Reality Platform: The next generation of advanced and contextual Augmented Reality tools. Our platform will soon be available to connect with intelligent information and responses intertwined with pinpoint relevance and revolutionary human understanding.

This last video is controversial for obvious reasons, but it demonstrates the industry's potential perfectly.

Chipotle, ‘Cultivate Campaign’ - makes us feel warm and fuzzy.

Chipotle's Brand Evolution

The Chipotle Cultivate campaign is a very good example of rebranding. Their brand story really shows the life of a developing brand.

Chipotle traditionally was heavily associated with the aluminum brick burrito (see picture). Now, we all associate the silver bullet with Chipotle goodness. Chipotle's advertising however has evolved greatly over its growth to stardom. Initially the company associated itself with burritos then healthy, locally sourced ingredients and now sustainability and "cultivation" from the source. It has shifted the dialogue to a higher level, and embraced an altruistic brand message that is loftier and transcends the burrito. At the end of the day, it allows them to connect with their customers more deeply and really create positive impact. 

Ohne Titel Kopie.jpg

Chipotle Cultivate Campaign

This clever campaign had four main components - all listed above.  

  1. Chipotle Cultivate Foundation. This foundation's main purpose is to address and support family farms and sustainable practices in the farming industry. This allowed all marketing initiatives to have a charity component and legitimize their claims on sustainability. They demonstrated their commitments and also provided tons of great content to use in multi-media campaigns. Here is their website
  2. Loyalty Program.  Utilizing an old marketing tool, Chipotle put a new twist to an old idea. Instead of encouraging customers to eat more burritos - Chipotle's loyalty program (Farm Team) makes people learn about sustainable farming practices and family farming to be awarded points. It spreads knowledge and awareness and further demonstrates their commitment to the cause. As the program reminded its customers, "What your food eats, you eat"
  3. Cultivate Food Festival. What did this festival celebrate - what else, healthy, locally grown food. Ingredients matter. With bands, craft brewers, artisans, chefs, local farmers, musicians and healthy crowds - these festivals were a great success. They helped cultivate a community around their new brand message. Cultivating healthy food. 
  4. Short Film.  Obviously such an amazing campaign cannot go without its central viral element - a film short (below) called "Back to the Start". This short was aired during the Grammys for the first time and garnered much positive attention and 10,000+ tweets. Currently with 7.4 million views, this viral piece did great work to call attention to Chipotle's efforts. 

Coldplay's haunting classic 'The Scientist' is performed by country music legend Willie Nelson for the soundtrack of the short film entitled, "Back to the Start." Download the song now available on iTunes. Label and proceeds benefit The Chipotle Cultivate Foundation.

Sweet and Smokey Success

Why did Chipotle's efforts pay off so handsomely for the brand? 

  • One Word. This entire campaign stems from one word - Cultivate. A single word can be powerful if chosen correctly and if used as the driving thought behind all marketing pushes it can help connect efforts across platforms, create cohesion, deliver a stronger resounding message. This perfectly chosen single word campaign performed miracles to galvanize Chiptole's new brand message and story.   
  •  The Fuzzy Warm Feeling. Bringing a marketing campaign back to altruistic roots can really help legitimize any campaign and touch people's emotions - allowing for greater message reach. This completely made transparent Chipotle's methods and message and humanized their brand as they adopted such a community oriented goal to their central mission. Lessons learned - sincerity counts.
  • Narrative. This campaign had a strong narrative that was clear and precise. In addition, more stories could be drawn from local communities during their festival and in their foundation's efforts to really spread the message in a large way from a local level. 

Highlights of The Wearable Tech Convention (Part I)

This week I will be heading to NYC to go to the Wearable Tech Convention. What exactly is wearable tech you ask? Great question - the more I look into it, the more it seems to encompass.

From advances in fabric technology, to special watches and google glasses - wearable tech includes a lot more than meets the eye. 

Join me here this Wednesday and Thursday to get an official recap of events and products from the up-and-comming tech fashion trends. 

wearable-tech-433.jpg
wearable-tech_14491.jpg
630x418.jpg
Nike_04_620x433.jpg

Who knows what I'll find - stay tuned for more!!!

Here is Part II

 

Brand2Global Conference 2013

Another conference that sounds absolutely fascinating!!

Please someone buy me a ticket ASAP

brand2global.com


Brand2Global is a conference for executives in global marketing. If you’re an executive responsible for international market share, we hope you’ll join us in London for this first-time event. Come for the opportunity to learn cutting-edge global marketing trends and techniques and network with peers from around the world.