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Jimstolze handout

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Jean-Paul Reparon
Jean-Paul Reparon

The document discusses the changing relationship between humans and technology. It notes that technology has become more personal and integrated into our lives, going from something distant to a companion we interact with constantly. Examples given include wearable technologies like Google Glass and how brands can inspire people by addressing both frustrations and aspirations in meaningful ways. The document argues we are growing accustomed to new technologies through gradual exposure and that media extends human senses, changing how we experience the world.

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OF W! TU RE NO FU IS T H E HING UB LIS P photo (cc) via www.flickr.com/photos/zachd1_618/7198148850/ Jim Stolze - March 2013 - Senefelder Misset Seminar - Doetinchem
The Hype Cycle is a graphic that depicts public expectations of new and emerging (often not so new) technologies  in the form of a graph.  It is updated  annually  and produced by a research and advisory company called Gartner, Inc.
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VE #1 Y" WA OLOG EC HN AT ET NT IM "I photo (cc) vihttp://www.flickr.com/photos/dr_john2005/431452053/ In the olden days, technology used to be something distant. In fact the computer was rather a place where you went to. Because of Moore's law computers became smaller and found their way to our desktops and later even on our lap. The tablet generation proves that our new relationship with technology is more like that with a pet. We stroke it, we cuddle it. We pet it like the house dog. Soon we'll be wearing technology, from 3D printed clothing to intelligent wrist watches and nano-tattoos.
Jimstolze handout
your phone as an extension of your shopping bag
Ten years ago the public reaction would have been that Robocop and the Terminator were not welcome. But slowly we see our approach and appreciation of technology changing. Google is letting us getting used to wearable technology with their project Glass by public appearances.
Marshall McLuhan sees every medium as an extension of some human faculty, with the media of communication thus exaggerating this or that particular sense.
TECHNOLOGY AS AN EXTENSION OF OUR SENSES
LIFE EFOR OT REM
WAVE "B #2 RA ND UT ILIT Y 'S" photo (cc) via http://www.flickr.com/photos/vlastula/2891440893
IVE? SUAS P ER so if you look at this new relationship that we have with technology. and you combine this with the stuff we said about useful and honest branding... can we use brands to do more than just be a service, more than just advertising? 12
Frustration Aspiration high involvement Brands can make Brands can inspire things simpler Irritation Fun low involvement Brands can make Brands can make things easier things more fun negative motivation positive motivation Model by Rossiter & Percy. Adaptation by Ingmar de Lange
'S ILIT Y UT RAND B 14
@jimstolze jimstolze@gmail.com www.jimstolze.nl/weblog SU P! SU RF Jim Stolze - March 2013 - Senefelder Misset Seminar - Doetinchem

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Jimstolze handout

  • 1. OF W! TU RE NO FU IS T H E HING UB LIS P photo (cc) via www.flickr.com/photos/zachd1_618/7198148850/ Jim Stolze - March 2013 - Senefelder Misset Seminar - Doetinchem
  • 2. The Hype Cycle is a graphic that depicts public expectations of new and emerging (often not so new) technologies  in the form of a graph.  It is updated  annually  and produced by a research and advisory company called Gartner, Inc.
  • 4. VE #1 Y" WA OLOG EC HN AT ET NT IM "I photo (cc) vihttp://www.flickr.com/photos/dr_john2005/431452053/ In the olden days, technology used to be something distant. In fact the computer was rather a place where you went to. Because of Moore's law computers became smaller and found their way to our desktops and later even on our lap. The tablet generation proves that our new relationship with technology is more like that with a pet. We stroke it, we cuddle it. We pet it like the house dog. Soon we'll be wearing technology, from 3D printed clothing to intelligent wrist watches and nano-tattoos.
  • 6. your phone as an extension of your shopping bag
  • 7. Ten years ago the public reaction would have been that Robocop and the Terminator were not welcome. But slowly we see our approach and appreciation of technology changing. Google is letting us getting used to wearable technology with their project Glass by public appearances.
  • 8. Marshall McLuhan sees every medium as an extension of some human faculty, with the media of communication thus exaggerating this or that particular sense.
  • 9. TECHNOLOGY AS AN EXTENSION OF OUR SENSES
  • 10. LIFE EFOR OT REM
  • 11. WAVE "B #2 RA ND UT ILIT Y 'S" photo (cc) via http://www.flickr.com/photos/vlastula/2891440893
  • 12. IVE? SUAS P ER so if you look at this new relationship that we have with technology. and you combine this with the stuff we said about useful and honest branding... can we use brands to do more than just be a service, more than just advertising? 12
  • 13. Frustration Aspiration high involvement Brands can make Brands can inspire things simpler Irritation Fun low involvement Brands can make Brands can make things easier things more fun negative motivation positive motivation Model by Rossiter & Percy. Adaptation by Ingmar de Lange
  • 14. 'S ILIT Y UT RAND B 14
  • 15. @jimstolze jimstolze@gmail.com www.jimstolze.nl/weblog SU P! SU RF Jim Stolze - March 2013 - Senefelder Misset Seminar - Doetinchem