FWIW It seems to me that “Alexa” and “Hey, Google” (and *maybe* Siri as a distant third) will be only significant recognized brands in voice computing.
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Replying to @jonathanstark @BrianRoemmele
I know Brian is working on interesting stuff, but what if Siri’s personality doesn’t reflect your brand values, how will brands manage that in the future. I’m thinking more McDonald’s than Alexa or Google.
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Replying to @djbressler @BrianRoemmele
Yup, I think get what you’re saying. I’m saying the branding opportunities for legacy brands like McDonalds et al seem extremely limited on the existing voice platforms. The brand winners will most likely be the platforms themselves.
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Replying to @jonathanstark @djbressler
Jonathan, I hear ya. I think David is speaking to the issues that brands face as there are no logos in the
#VoiceFirst world. Thus if the brand does not have a plan in this new world to brandify this space, they will become a generic term.2 replies 0 retweets 0 likes -
Replying to @BrianRoemmele @djbressler
Roger that. Ofc brand is more than a logo - it’s the whole experience. I think the broader view is that the existing voice platforms are a lot less of an even playing field than the web, for example, because companies have way less control over the experience.
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The only obvious way I can think of for McDonalds et al to brand themselves on one of the existing voice computing platforms is to have control over the voice, tone, and personality of their bit of the assistant
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Replying to @jonathanstark @djbressler
Jonathan, great stuff. This is some of the work I have been helping brands with. I very detailed plan is needed. The top 100,000 bands should have done this a year ago. There are far few experts to even begin the task...
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Replying to @BrianRoemmele @djbressler
Re “top 100k brands should have done this a year ago”: I totally agree. I’d also guess that roughly 90% of those 100k brands have yet to make the tough decisions necessary to capitalize on mobile. And mobile has been around in a big way for over a decade.
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Replying to @jonathanstark @djbressler
Jonathan, I agree. This thing is in
#VoiceFirst environments band specifying is less likely. eg: “order paper towels” not “not order Bounty”. I have way to slice for this, but knowing the problem is the first heart attack wake up call.1 reply 0 retweets 0 likes -
Replying to @BrianRoemmele @djbressler
Roger that. I wonder if the “order paper towels” threat to brands is a voice problem specifically or an Amazon problem in general, regardless of channel/platform.
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Jonathan, great question. This is a cascading issue as AI and true personal assistants become mainstream. Just about every aspect of advertising, marketing, branding and more shifts to become almost unrecognizable.
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Replying to @BrianRoemmele @djbressler
Nod nod. I wonder if Google could gain some leverage by being the more “brand friendly” voice platform option? Amazon is pretty bad for brands everywhere, but especially in voice.
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Replying to @jonathanstark @djbressler
Jonathan, indeed. Google has many opportunities. Sadly they seem to be listening to the folks that don’t fully see the way this will all play out. Or at the very least are very short sighted.
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