We launched our first Watson-powered cognitive advertising experiences, Watson Ads, in the Fall of '16. After testing at scale, '17 will see Watson-powered cognitive experiences across multiple B2B, B2C and B2I touchpoints. Stay tuned.
"I create beautiful useful solutions for the worlds top thinkers, agencies, brands and users."
Over the years, I've written several statements to outline and declare my own value, purpose and views. While my passion is consistent, the statements change to reflect an evolving zeitgiest and skill set.
Yogi Berra once said, "The future ain't what it used to be.", but many things fundamentally remain the same; storytelling, patterns, behaviors and needs. In coming across a consumer-centric rant from 2006, I was struck with how much of it is still valid today.
Read 2006 Rant
Digital This, Digital that.
Everybody wants it, everybody needs it, but it doesn't mean squat unless there’s a good marketing strategy to back it up. Engaging consumers takes more than a good design aesthetic with targeted consumer appeal and a newsletter sign up button.
In addition to guiding consumers through the standard awareness, consideration and activation tunnel, a plan to nurture their relationship while keeping them engaged on their terms is key to a successful marketing plan.
Content used to be king, now what people are talking about is king. Branded experiences have evolved into entire ecosystems, yet in the end, the consumer still controls and guides the conversation. Providing users the opportunity to immerse themselves in an experience, make an emotional connection, create communities, play and purchase, takes the conversation further.
By the way, It's OK to be consumer-centric and still look hot! Digital needs and expectations have changed and sophisticated experiences are now the norm. The challenge is to appropriately provide the correct solution for the marketing task at hand while keeping a keen eye towards the future. Great design, simplicity and relevancy combine to create the winning experience.
When successfully planned, integrated and executed, Digital is more than a device or vehicle. More than any other medium, it has the ability to both offer and embrace the true spirit of a brand.
–Brian Hull, 2006.
Wearable headsets and VR are in their nascient stages, but I predict they will be an important part of how we engage and learn. This 360 virtual reality (VR) interaction allows viewers to experience a tornado from the inside while learning how a tornado forms.