Voice – it’s about brand, stupid
One of the biggest misunderstandings about the Voice First revolution is that it is a pure tech play which revolves around the “user interface” pr being a sales channel.
Of course voice revolutionizes the way we interact with machines and after decades and decades of the computer industry promising us that these stupid machines would make our lives easier and help us – we always ended up adapting to the machine and not the other way around (keyboards, mouse, touch, gestures and silly desktop metaphors). Since the 1970’s we’ve been promised a computer that understands us on TV (Captain Kirk and his computer) and all the way until now, we had a very rocky path to get “closer” to that promise – and this time the adult industry won’t be the first to champion a technology.
However all the advantages of a hands-free, natural language understanding human to machine communication aside, Voice is so much more than just a new interface and more than just your must-have innovation pet project.
I’ve been lucky to talk to some of the very early preachers of the Voice First movement and I was blown away by their vision of how this “interface” could revolutionize how we get things done and which trove of opportunities would arise from this. This seemed and – now well a year into it – seems like the web revolution all over again, this time however on steroids.
One of the topics that we had in a small circle of people discussing the Voice First vision was funnily enough never ever a tech topic but it was a marketing topic – brand. How will brands evolve and position themselves in a Voice First world?
The longer we discussed and the more we thought about it it became clear to us that we are looking at a once in a generation opportunity for brands to define and extend their brand to a human sense that was rarely addressed – auditory.
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