frog design: Smart Brands In The Connected Age - PSFK - 0 views
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The internet of things with its unprecedented level of connectivity does not only catalyze the rise of “social” but also the rise of “smart.” And smart means complex. Increasingly, products and services are multi-functional, multi-layered, and connected to a broader ecosystem of services, serving as a platform for added-value applications. Companies, across industries, are beginning to develop smart solutions – from smart phones, smart energy, smart healthcare, smart housing, to smart mobility, and more. Smart ecosystems have emerged as the lynchpin of innovation – as the holy grail for user experiences that brands can truly own.
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What if “connectedness” was a new modus operandi for brands and required them to be “smart brands”? By textbook definition, smart systems are self-organized systems with built-in feedback mechanisms and the ability to constantly reorganize themselves in order to adapt to their ever-changing environment. They are capable of describing and analyzing a situation, and taking decisions based on the available data in a predictive or adaptive manner, thereby performing smart actions.
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as Allison Fine, author of Social Change in the Connected World, puts it aptly: “It is counterintuitive but true; the more decision making we push away from the center, the more powerful our social networks become. That’s the power-to-the-edges concept.”
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Social intelligence: Connected brands are social brands, and if they are smart, social for them means to be “socially intelligent.”
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Social intelligence, in the most wide-ranging definition, is the capacity to “get along with people in general, social technique or ease in society, knowledge of social matters, susceptibility to stimuli from other members of a group, as well as insight into the temporary moods or underlying personality traits of strangers.” Applied to brands, social intelligence can be interpreted as the art of detecting the most subtle cue in understanding an individual’s behavior, and the ability to not only receive constant feedback but to convert it into changed behavior.