Five ways to extend a brand on new gadgets and technologies.
What do you call the collision between new technologies, passionate technology enthusiasts, and mainstream media's nonstop coverage of technology launches?
Pop culture computing.
Though it's no Paris Hilton or Lindsay Lohan, the iPhone has generated plenty of attention. What about the BlackBerry Curve or the new Garmin nüvi? When these devices and platforms debut, they'll doubtless generate buzz among enthusiasts.
.No doubt about it, just about everyone knows about these gadgets and brands. How many times have you heard a flight attendant ask passengers to shut off their phone, Game Boy, BlackBerry, PSP, or iPod? On my way back from Toronto the other day, the customs agent yelled, "Please shut off your Bluetooth devices!"
How can you and your brand ride alongside the pop culture tremor of new devices and technologies?
By taking an actual ride!
Recently, I demonstrated prototypes (based on some new consumer technologies) to some clients. The offering was simple, but the payoff could be exponentially greater. Our job is to provide content on new platforms that have an enthusiastic audience. The goal is to: surprise and delight people who want to be surprised and delighted.
How do you do it? It shouldn't be more complicated than your offering. Here are five steps to get you started:
Is it risky? Sure. But it's low risk and low cost. You won't lose your shirt. And a few great experiences could lead to some very positive word of mouth. Remember, those who try and fail know 1,000 percent more than those who didn't.
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Chad Stoller is the executive director of emerging platforms at Organic Inc., a leading digital communications agency with clients such as DaimlerChrysler, Sprint, and Bank of America. In this role, Chad leads Organic's strategy on client communication platforms and Organic's Experience Lab. Prior to Organic, he spent 13 years at Arnell Group in various roles, including director of communications solutions, and was responsible for branded entertainment, new media, branded gaming, and marketing alliances. He has developed a series of award-winning programs, including the Cannes Lion winner, "Terry Tate: Office Linebacker," for Reebok and Jeep Evo 4 x 4 for DaimlerChrysler. Chad is also a regular contributor to Organic's blog, ThreeMinds.
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