Some of the most fascinating topics covered this week are: Technology (Managing brands in the age of AI), Investing (Pros and cons of investing globally), Business (Some business & leadership lessons from past presidents), Stock Market (Akash Prakash on characteristics of bubbles), and Sports (Inside the great NBA bubble experiment)
Image: Shutterstock
At Ambit, we spend a lot of time reading articles that cover a wide gamut of topics, ranging from zeitgeist to futuristic, and encapsulate them in our weekly ‘Ten Interesting Things’ product. Some of the most fascinating topics covered this week are: Technology (Managing brands in the age of AI), Investing (Pros and cons of investing globally), Business (Some business & leadership lessons from past presidents), Stock Market (Akash Prakash on characteristics of bubbles), and Sports (Inside the great NBA bubble experiment).
Here are the ten most interesting pieces that we read this week, ended November 27, 2020:
1. Brand management in the age of AI [Source: https://customeriq.substack.com/]
The traditional ways of branding have changed to analytical branding with increasing usage of smartphones and tablets. Analytical branding goes beyond the old-fashioned product-based approach of classical brand management. It builds on psychology, behavioral economics, neuroscience, and technology to provide us with a new worldview on brand management. As brands get commoditized, intelligence is a way to differentiate and provide a service of value. IKEA has built the new IKEA Place app with augmented reality that allows users to virtually place furniture in their living rooms at scale with 98% accuracy and alongside real-life objects.
Analytical branding will give rise to 2 large trends: 1) Create power customers by shifting the mindset from monologue to dialogue: Marketers must shift from the Monologue style of traditional brand management to a more inclusive “dialogue” orientation. Oreo recently encouraged its fans to design unusual cookie flavor combinations through its #MyOreoCreation campaign. Oreo packaged a small number of submissions and mailed them directly to the creators with a heartfelt note. 2) Give birth to data-fueled products: Companies are starting to combine data science and design to create data-fueled products based on pattern-finding algorithms. Now companies will capture usage data by designing intelligent products. Early last year, Shiseido bought MatchCo, a venture-backed startup that makes customization software meant to help users find products that match their skin.