Learn more about Sustainable Brands 2015 San Diego

brand science

Big Data "Matheletes" Disrupting the Consumer Tech Market

Posted by Sheila Shayon on August 27, 2012 04:15 PM

“In the next generation of products maths will be the hidden hero not only of the design process, but also of the product itself,” writes Duncan Smith, head of product development at Cambridge Consultants. “This is because the next big consumer technology breakthrough will require complex mathematical solutions rather than just inspired design and applied technology expertise. The key will be algorithms.” 

Smith argues that while technology and user experience are still key to innovation, they have become "hygiene factors" that will play a supporting role as consumer tech brands look towards the future. The next kings and queens of market disruption will be mathematicians with big brains wielding sensor-based devices.

“The deciding factor on which brands will stay at the top, or which new upstart will claim market share, will be finding the big maths brains that can solve these big technical challenges -- and delighting consumers with the results,” says Smith. Continue reading...

More about: , ,

brand science

Topsy Pro Analytics Indexes Twitter's Firehose

Posted by Sheila Shayon on August 22, 2012 02:58 PM

Realtime social analytics provider Topsy has just made Topsy Pro Analytics broadly available. Targeting marketers and journalists, Topsy Pro -- the world’s only index of the public social web -- is Topsy’s free service on steroids, offering a more granular breakdown of data, historical context, and a snapshot of the most influential tweets and tweeters.

Five-year-old Topsy Labs, one of a handful of companies with access to Twitter’s data stream, has refined their index to analyze multi-year access to information from millions of socially active websites and hundreds of billions of public tweets.

Topsy is on top of a burgeoning market for brands using social media measurement to assess the success of their messaging, and make quick course corrections. Their big data project dubbed Twindex, as Brandchannel has reported, is unprecedented in its reach. “Its scale of the data that makes this project so powerful," notes BuzzFeed's Matt Buchanan. "With Topsy's access to the full Twitter firehose, it's processing 400 million tweets a day in real-time. To compare, on Election Day 2008, there were 1.8 million tweets. There are that many tweets every six minutes today.” Continue reading...

brand science

IBM Study Shows CMOs Fail To Monitor Digital Channels

Posted by Sheila Shayon on October 14, 2011 03:22 PM

“From Stretched to Strengthened,” IBM’s latest Global Chief Marketing Officer Study, interviewed 1,734 CMOs from 19 industries and 64 countries. Topline findings converge on three points:

  • The empowered customer is now in control of the business relationship
  • Delivering customer value is paramount — and an organization’s behavior is as important as the products and services it provides
  • The pressure to be accountable to the business is not just a symptom of hard times, but a permanent shift that requires new approaches, tools and skills.

While 82% of marketing chiefs rely on traditional market research -- which delivers information about consumers in the aggregate -- comparatively few “are exploiting the full power of the digital grapevine,” with only 26% regularly tracking blogs, 42% tracking third-party reviews and only 48% tracking consumer reviews.Continue reading...

More about: , ,

brand science

Le Whif Introduces Breathable, Organic Chocolate And Coffee

Posted by Barry Silverstein on March 2, 2010 03:01 PM

If you love chocolate and coffee, take a whiff – Le Whif, that is.

Branding enthusiasts enjoy discussing the future of the branding industry – from logos and colors to sonic branding and slogans – but perhaps nothing draws more speculation, and skepticism, than the powerful, untapped sense of smell. The future is here.

Le Whif is "a first commercial step toward breathable food," says creator David Edwards, a Harvard professor. "Le Whif uses particle engineering to form chocolate in particle sizes that are small enough to become airborne though too large to enter the lungs." In other words, it’s a taste of food, like chocolate.Continue reading...

brand science

Nestle And L'Oreal Help Wipe Away Wrinkles With A Tomato-Red Pill

Posted by Sara Zucker on December 31, 2009 10:34 AM

Society's obsession with beauty and youth has spawned the creation of various pills, and brands, that promise to turn back the clock.

Created by L'Oreal and Nestle, Inneov Fermete is a daily antidote that claims to wipe away wrinkles. It combines nutritional and dermatological science with the help of lycopene, a compound found in tomatoes. The food and cosmetic companies collaborated to develop the anti-wrinkle product found to drastically increase skin elasticity after six months of use. The pill works to preserve old skin cells while promoting the growth of new cells.

Patricia Manissier, of Inneov, said: "We have done a lot of research which shows this product works and now we're looking for ways of improving it. We know that good nutrition can prevent the skin from ageing and that there are clear links between certain nutrients and skin health."

Continue reading...

brand science

Food Industry Giants Invest In Nutrition Advances

Posted by Dale Buss on December 4, 2009 11:10 AM

Time was when nearly all the companies creating the functional-foods revolution were entrepreneurial upstarts: Red Bull. Silk. Odwalla and many more. But nowadays, the mainstream titans of the global food and beverage business are just as apt to be at the forefront of better-for-you innovations, like probiotics, as bringing up the rear.

Groupe Danone, Nestle, even Kellogg are among the major food industry players becoming known for nutritional advances that are key to consumers in the new marketplace. That’s one message of the ten key trends identified by New Nutrition Business, a trade journal published by the UK-based Centre for Food & Health Studies.Continue reading...

brand science

Miracle Polymer ABS Supports Shoe Designer Brands

Posted by Sara Zucker on November 18, 2009 11:21 AM

A brand wouldn't be a brand without some support, right? Well, many footwear designers credit their strong heels to Acrylonitrile Butadiene Styrene (ABS), a polymer developed by a government team working on synthetic rubber patents. Without it, many women would literally fall flat.

“The most important innovation in high heels is the ABS molded high heel,” said Nicholas Kirkwood, 29, a shoe designer who won the British Fashion Awards emerging star prize last year. “It’s what allows them to be really high and come in multifaceted shapes.”

ABS is responsible for Manolo Blahnik's famous “spindly” heels. Blahnik shoes enforce a central steel rod, surrounded by ABS plastic and a polyurethane tip at the bottom.Continue reading...

brand science

Rating Wine Brands Is A Matter Of Taste

Posted by Anthony Zumpano on November 17, 2009 06:17 PM

If I’m shopping for a new wine, I’m a sucker for three pieces of branding: the label design, the name (I’m always drawn to Fat Bastard), and any reviews or ratings that are attached to the bottle. (The size and duration of the following day’s hangover plays a role in repeat purchases.)

We’re a society of shoppers who love ratings from institutions like Consumer Reports and amateur experts who post on Amazon. So, all else being equal, I’ll favor the 95-point wine over the 85-point wine, even if I don’t know who’s issued the 95 and the 85, because, well, 95 is better than 85, right?

But more so than reviews of, say, hybrid sedans, wine reviews can be quite subjective, if not outright convoluted. New York Times wine critic Eric Asimov’s article on suggested spirits for Thanksgiving includes the following adjectives: agile, nimble, modest, confident, polarizing, stony, ripe, floral, earthy, jammy, polished, and “redolent of the vanilla flavors that come from new oak” (as opposed to older oak).Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia