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8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands
http://slidepdf.com/reader/full/ces-the-future-is-now-content-context-consequences-for-brands 1/10
DOT7 Z@O E_Z_XO IT FBQ Dbfzofz- Dbfzopz % Dbfto{uofdot ebx Hxkfjt
8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands
http://slidepdf.com/reader/full/ces-the-future-is-now-content-context-consequences-for-brands 2/10
8
Ckfy be z`o ofaifooxt kfj jotiafoxt ho`ifj z`o `bzzotz zod`fbmbay be z`it yokx ’t Dbftucox Omodzxbfidt
T`bq qoxof’z oof k amokc if z`oix cbz`ox’t oyo q`of DOT ckjo izt johuz cbxo z`kf ebux jodkjot kab&
Z`oto |ibfooxt kxo joomb|ifa `kxjqkxo kfj tbezqkxo ebx k q`bmo foq aofoxkzibf be dbftucoxt — z`bto
ebx q`bc |ifd`ifa- |ummifa kfj tqi|ifa kdxbtt k zbud`tdxoof it cbxo eixtz z`kf todbfj fkzuxo&
Huz if z`o cijjmo be kmm z`o euzuxitzid- kauomy tdi#ei#ot{uo zod`fbmbaiot kxo ic|bxzkfz zxofjt ebx hxkfjt
kfj ckxnozoxt& Gutz kt z`o |xbmieoxkzibf be kmqkyt#bf- kmqkyt#dbffodzoj joidot `ko d`kfaoj z`o oxy
fkzuxo be dbfzofz dbftuc|zibf kfj |uxd`ktifa- z`o zod`fbmbaiot ifzxbjudoj kz DOT 8<;8 qimm `ko kf
ic|kdz bf z`o qky qo dbccufidkzo kfj b|oxkzo dkc|kiaft ektzox z`kf ybu dkf tky ”kddomoxbcozox&–
Hxkfjt fooj zxkftebxckzibf- fbz coxo ifebxckzibf& Kfj qiz` z`o mkzotz dxb| be zod`fbmbaiot ifzxbjudoj kz
DOT 8<;8- zxkftebxckzibf it z`o bxjox be z`o jky& Fbq moz’t mbbn kz `bq qo’mm aoz z`oxo&
8
Q@KZ @K\\OFOJ IF UOAKT7 DOT 8<;8D@XIT \OXXY- \XOTIJOFZ- QOHOX T@KFJQIDN JIAIZKM
\`bzb hy Xkd`om Tb- midoftoj ufjox Dxokzio Dbccbft
8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands
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Z`o hia huwwqbxj be DOT 8<;8 qkt dbfzofz& Iz abz zb z`o |bifz q`oxo ybu `okxj kfj tkij iz tb ckfy zicot
z`kz iz kmcbtz tzkxzoj zb tbufj mino k fbf#qbxj&
Xocochox if z`o okxmy 8<<<t q`of ybu dbumjf’z ji| k zbo ifzb z`o ”foq cojik– qkzoxt qiz`buz `okx#
ifa z`kz ”Dbfzofz it Nifa–2 Cbxo z`kf k jodkjo mkzox- z`ifat `ko dbco eumm dixdmo& Kfj qiz` z`kz dbcot kjitzifdz xitn be dbfzofz hodbcifa k z`xbqkqky zoxc& Qiz`buz ufjoxtzkfjifa z`o qijox qbxmj be jiaizkm if
q`id` dbfzofz miot- iz dkf mbto cokfifa& Z`oxo kxo tzimm ckxnozoxt q`b z`ifn `kifa k qohtizo cokft z`kz
z`oix hxkfj `kt ochxkdoj jiaizkm& If xokmizy- k qohtizo it k coxo fbjo if k ifdxojihmy xid` jiaizkm fozqbxn be
zbud`|bifzt kfj op|oxiofdot&
Huz q`oxo qohtizot kfj Zqizzox kfj Ekdohbbn kfj \ifzoxotz kxo kmm xomkziomy xodofz joomb|cofzt- dbf#
zofz it dbc|kxkziomy |xicbxjikm& Eixtz- qo `kfj#tdxkqmoj dbfzofz& Gb`kffot Auzofhoxa nidnoj z`ifat u|
k fbzd` qiz` `it |xifzifa |xott& ZU kjjoj kfbz`ox jicoftibf kfj z`o qoh ofkhmoj z`o jockfj tijo be
dbfzofz zb hodbco z`o tu||my tijo&
Fbz kmm dbfzofz it dxokzoj o{ukm& Tbco be z`o tzuee doxzkif hxkfjt zxy zb |ktt bee kt dbfzofz kcbufzt zbmizzmo cbxo z`kf k emkt`y (yoz tbco`bq oxy hbxifa) |xbcbzibf&
Z`oxo’t k qijox- joo|ox dbfoxtkzibf zb ho `kj `oxo- huz iz’t ic|bxzkfz z`kz ckxnozoxt dbco zb zoxct qiz`
bfo z`ifa7 Dbfzofz it k cokft zb kf ofj- kfj z`kz ofj it k xockxnkhmo op|oxiofdo qiz` ybux hxkfj& Q`oz`#
ox iz’t k `bq#zb ijob khbuz ybux |xbjudz bx k hxkfjoj akco z`kz jomia`zt z`bto q`b |mky iz- dbfzofz it k
mbz mino ebbj7 Iz dbcot if jieeoxofz axbu|t- z`o emkbxt kxo iffucoxkhmo- kfj ybu xokmmy qkfz zb ho tuxo iz’t
tkeo ebx dbftuc|zibf&
Huz hoybfj coxo dbftuc|zibf- dbfzofz `kt zb ho b|ziciwoj ebx t`kxifa& Z`it it q`oxo z`o micizkzibft be
”tbmuzibft– hodbco dxytzkm dmokx& Ooxybfo qkfzt z`oix |xbjudz bx toxido zb ho k ”tbmuzibf&– Huz |ob|mo
kmuo cbxo z`kf gutz tbmuzibft& Z`oy kmuo q`kz it euf- q`kz cknot z`oc tckxzox- kfj q`kz dbffodzt qiz`z`oc bf kf ocbzibfkm moom& Iz’t k tkeo hoz z`kz ybu’o foox tkij zb k exiofj- ”Ckf- I `kj z`o cbtz euf qiz`
z`it tbmuzibf z`o bz`ox fia`z — moz co zomm ybu khbuz iz+– Huz ybu’o |xbhkhmy uzzoxoj (bx zy|oj) tbcoz`ifa
kmbfa z`bto mifot khbuz k d`ufn be dbfzofz if z`o |ktz qoon&
4
DBFZOFZ- DBFZOFZ- DBFZOFZ7
QKIZ- Q@KZ2
Q`kz it dbfzofz2 Moz z`o dbfoxtkzibf dbfzifuo& If z`o
cokfzico- ckno tuxo ybuxt it opdo|zibfkmmy abbj&
\`bzb hy Zbc Abzwo- midoftoj ufjox Dxokzio Dbccbft
8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands
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Tome#`kdnifa it k zoxc z`kz cky tbufj oxy qoixj- huz kt k zxofj ebx utoxt- iz’t akififa dbftijoxkhmo
zxkdzibf& (Abbamo tbufjoj euffy zb |ob|mo bfdo u|bf k zico- zbb&)
Ybu cky ̀ ko kmxokjy ̀ okxj khbuz |oxtbfkm ifebxckzidt- knk z`o {ukfzieioj tome- k xomkzoj cbocofz
q`oxohy ifjiijukmt dkf dxokzo z`oix bqf jkzk tozt utifa zbbmt- k||t kfj |mkzebxct z`kz kxo ifdxoktifamy
hxkfjoj& Tbco xoeox zb iz kt ”miifa hy fuchoxt&–
Fino it |ox`k|t z`o cbtz |xbcifofz hxkfj if z`it t|kdo& Izt Fino. `kxjqkxo kfj k||t moz xuffoxt cbfizbx-
zxkdn- tmido kfj jido jkzk khbuz z`oix xuft kfj dbc|kxo qiz` bz`ox Fino. utoxt& Qkfz zb xuf z`o o{uikmof
be z`o jitzkfdo zb z`o cbbf2 Fino. qimm moz ybu- kfj kmtb kmmbq ybu zb d`kmmofao exiofjt zb too q`b dkf jb
iz ektzotz&
Tome#`kdnifa jitzifauit`ot iztome exbc |oxtbfkm ifebxckzidt hy ebdutifa t|odieidkmmy bf `bq |ob|mo dkf uto
z`oix jkzk zb ic|xbo- zqokn kfj ”`kdn– z`oix qky zb k hozzox mieo& Ebx hxkfjt z`kz dkf ofkhmo z`kz- z`oxo it
cud` zb ho akifoj&
Ckxnozoxt- hy fkzuxo- kxo kmm khbuz jkzk& Qo qkfz kfj fooj zb nfbq q`b’t utifa bux |xbjudzt kfj
toxidot- `bq z`oy’xo utifa z`oc- `bq cud` zico z`oy’xo t|ofjifa qiz` z`oc- q`kz z`oy eoom khbuz buxhxkfj- kfj `bq cud` cbfoy z`oy’xo t|ofjifa zb tutzkif kfj opzofj z`o op|oxiofdo z`oy `ko qiz` ut&
_toxt aofoxkzo k axokz jokm be jkzk- kfj cud` be iz z`oy jbf’z `ko kddott zb& Kt k dutzbcox- qbumjf’z
ybu mino zb ho khmo zb op|bxz ybux t|ofjifa `itzbxy kfj xomkzoj jkzk exbc ybux ekbxizo o#dbccoxdo tizo2
Q`kz ie ybu dbumj aoz ybux `kfjt bf ybux jkzk exbc ybux ekbxizo `bzom d`kif kfj uto iz zb `om| z`o d`kif
jomiox k hozzox utox op|oxiofdo ebx ybu2
Qo’xo gutz tzkxzifa zb too kf u|zkno if kjb|zibf be z`it k||xbkd`- kfj kt qiz` kmm z`o z`ifat qo kmm uto jkimy
huz bfdo toocoj fbom (domm |`bfot- zkhmozt- A\T if dkxt- dkcoxkt if bux |`bfot — oof ockim)- z`o d`kxao
it hoifa moj hy z`o nifj be aoont q`b `kfa buz kz DOT& Ybux axkfj|kxofzt cia`z ho |xbeidiofz zopzoxt
fbq- huz z`oy qoxof’z z`o eixtz utoxt if cifj ebx z`o zod`fbmbay> kfj tb iz qimm ho qiz` tome#`kdnifa ebx
dbccoxdikm |xbjudzt kfj toxidot&
@om|ifa dutzbcoxt zb `ko tifaumkx- xockxnkhmo op|oxiofdot hy mozzifa z`oc kddott- |mky qiz`- kfj ckno
uto be z`oix bqf jkzk dkf huimj keeifizy kfj mbykmzy mino fbz`ifa omto& Jkzk mizoxkdy it bf z`o u|tqifa- kfj
kt nijt hbxf if z`o 8<<<t hodbco |xotofz#jky dutzbcoxt qiz` cbfoy zb t|ofj- z`oto op|oxiofdot qimm
ckzzox cbxo z`kf oox&
Zb mokj bx zb ebmmbq2 Iz’t k {uotzibf ckxnozoxt `ko zb kftqox ooxy jky& If z`it dkto- utoxt cky ho
t`bqifa kmm be ut z`o qky&
:
D_TZBCIWIFA BF K DOMM_MKX MOUOM7
TOME#@KDNIFA % \OXTBFKM IFEBXCKZIDT
8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands
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Qxk||oj if z`o tmoon- t`ify |kdnkaifa be ocoxaifa zod`fbmbay- z`oxo’t k hia jitxu|zibf u|bf ut z`kz qimm
d`kfao z`o qky cojik opoduziot- gbuxfkmitzt- \X |xbt kfj hxkfj ckfkaoxt z`ifn khbuz z`oix qbxn&
If z`o |ktz- kf ojizbxikm"dbccoxdikm jiijo qkt dxokzoj zb — if z`obxy — ckifzkif bhgodziizy kfj zxutz&
Kjoxzitifa tu||bxzoj z`o dbfzofz- qiz` dmokx jitzifdzibf ckjo khbuz izt dbccoxdikm oxtut ojizbxikmifzofz& Zbjky z`kz mifo `kt hodbco mott dmokx z`kf tbco cia`z mino& Kfj if z`o euzuxo- ie z`o dbmmodzio
itibf be dbftucox omodzxbfidt dbc|kfiot dbcot zb exuizibf- z`o jiijo qimm jitk||okx kmzbaoz`ox& Z`kz’t
hodkuto z`o cittibf be z`oto dbc|kfiot it zb ckno zod`fbmbay- kfj dbfzofz jomioxoj z`xbua` iz- k `ia`my
ifzoaxkzoj kfj tokcmott op|oxiofdo&
Exbc jky bfo be DOT- qo `kj kffbufdocofzt be ”tckxz ZUt–7 bfmifo#xokjy joidot z`kz eokzuxo k||t-
dmbuj dbffodziizy kfj joo|ox b||bxzufizy ebx ioqox"|xbjudz ifzoxkdzibft xia`z if ybux miifa xbbc& Z`o
utox op|oxiofdo ‚ ofdbc|kttifa ojizbxikm- dbccoxdikm kfj tbdikm dbfzofz ‚ it z`o ofocy be hbxjoxt kfj
hbufjkxiot&
Cojik dbfzofz `kt kmtb hoof huty cbx|`ifa ifzb tbcoz`ifa foq& If 8<;<- z`o Mbt Kfaomot Zicot tzkxzojkjjifa |kij mifnt zb ojizbxikm& ZU t`bqt- mino Hxkb’t Zb| D`oe- `ko ̀ ia`my#ifzoaxkzoj |xbjudz |mkdocofz-
dbc|mocofzoj qiz` kf bfmifo tzbxo q`oxo dmbz`ot- coxd`kfjito kfj dbbnqkxo utoj bf z`o t`bq dkf
kmm ho |uxd`ktoj& Exbc k tbdikm |oxt|odzio- hxbkjdktzoxt mino CZU `ko hoof bf z`o mokjifa ojao be
ifzoaxkzifa tbdikm cojik ifzb oofzt mino z`o 8<;; Uijob Cutid Kqkxjt&
Bux foq cojik ofixbfcofz eutot ioqifa- t`kxifa- |kxzidi|kzibf kfj ochojjoj ckxnozifa& Qiz`
tbdikm ZU- |kttiizy it k z`ifa be z`o |ktz& Op|odz zb kdziomy |kxzidi|kzo if z`o hxbkjdktz iztome- z`xbua`
mio dbccofzifa- xokm#zico |bmmt kfj if#jo|z` jitdboxy be |ob|mo- |mkdot kfj d`kxkdzoxt eokzuxoj&
Ocoxaifa jiaizkm zod`fbmbaiot qimm zxkdn ifzofz- dbfzofz t`kxifa kfj ifzoxkdzibft zknifa |mkdo- kfj toxo u|
|oxtbfkmiwoj dbfzofz kfj |xbcbzibfkm beeoxt bf kfy joido qo d`bbto&
Z`it toitcid t`iez `kt hia ic|midkzibft ebx `bq abbjt kfj toxidot qimm tbbf ho |izd`oj — fbz kt |xbjudzt
zb ho kjoxzitoj- huz kt dbfzofz op|oxiofdot z`kz ofakao |ob|mo kfj aoz z`oc zb kdz& Iz qimm kmtb ebxdo
kf obmuzibf be z`o qky cojik it jotiafoj- zxutz it akifoj (bx mbtz) kfj kjbdkdy axbu|t mbhhy zb |xbzodz
dbftucoxt exbc ufekix |xkdzidot&
Qo’mm cbtz minomy too k d`b||y zxkftizibf kt cojik- zod`fbmbay kfj |bmidy mokjoxt t`k|o foq cbjomt- kfj
joeifo foq xumot ebx ofakaocofz& Z`it dbumj oxy qomm dxokzo kf kmzoxfkzio ckxnoz if dbfzofz z`kz it ;<<
|oxdofz aukxkfzooj exoo exbc hxkfjifa& Ebx fbq- nfbq z`kz z`o qkmm hozqoof dbccoxdikm kfj ojizbxikm
dbfzofz it dxuchmifa- kfj iz qkt zbxf jbqf hy zod`fbmbay&
?
DBFZOFZ7
DBCCOXDIKM- OJIZBXIKM % TBCOQ@OXO IF HOZQOOF
\`bzb hy Cimot Qbmtzof`bmco- midoftoj ufjox Dxokzio Dbccbft
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Ie 8<;;’t Dbftucox Omodzxbfidt T`bq qkt kmm khbuz cbhimo- DOT 8<;8 qkt‥qomm- tzimm khbuz cbhimo& Huz
fbq#uhi{uizbut cbhimo it t|inoj qiz` dbfzofz- kfj z`o ic|midkzibft ebx hxkfjt kxo ckttio&
\bifz hmkfn7 Iz’t zico zb dbffodz z`o jbzt be `bq |ob|mo ho`ko kfj t|ofj cbfoy q`of dbfzofz it
mbdnoj ifzb cbhimo&
Moz’t tzkxz qiz` z`o hbbcifa fuchox be k||midkzibf ckxnoz|mkdot& Exbc z`o Kfjxbij Ckxnoz zb z`o K||
Tzbxo zb Kckwbf kfj Yk`bb k|| ckxnozt kfj cbxo- iz’t ifdxoktifamy ic|bxzkfz ebx hxkfjt zb ijofziey
q`oxo z`oix xotbuxdot kxo hotz t|ofz& Q`id` k|| ckxnoz|mkdot kxo cbtz k||xb|xikzo ebx ybux dbccufiziot
be ifzoxotz2 Jbot ybux hxkfj nfbq `bq zb qbxn qiz` k||midkzibf ckxnoz |xbijoxt zb ckno tuxo ybux
hxkfj jomioxt zkxaozoj- dbc|ommifa dbfzofz z`kz |ob|mo qimm kdzukmmy uto2
Kfj |xoditomy q`b kxo z`bto dbccufiziot be ifzoxotz2 Kt zkxaozifa aozt t`kx|ox kfj cbxo kdduxkzo-
tbco be z`bto |bbmt be |bzofzikm kfj opitzifa dutzbcoxt qimm ho dbfdofzxkzoj — tckmmox if tiwo- huz cbxo
cokfifaeum if ofakaocofz kfj |bzofzikm XBI& Z`o t`iez exbc z`o tbdikm axk|` zb z`o ‐ifzoxotz axk|`’ qimm
ckno hxkfjt ekdo k zbua` {uotzibf7 Ofakao cbxo joo|my qiz` k cbxo cbjotz fuchox be |ob|mo- bx ab
kmm#buz zb axbq ekf hkto tiwo- zkxaozifa ho (tbcoq`kz) jkcfoj2
Tb q`imo z`o |ufjizt tky 8<;8 qimm ho k yokx be ifdxocofzkm d`kfao ebx `kxjqkxo kfj omodzxbfidt- iz’t k
hia yokx ebx z`o qijofifa d`bidot ekdifa hxkfjt kfj ckxnozoxt& Mooxkaifa z`o |bqox be z`o |mkzebxc
`kt foox hoof cbxo ic|bxzkfz- huz iz’t kmtb foox hoof cbxo dbc|mop& Kfybfo q`b zommt ybu bz`oxqito
`ktf’z axkt|oj z`o zxuo cokfifa be z`o t`iez z`kz’t `k||ofifa&
5
DBF_FJX_CT EBX DCBt7 DBFZOFZ % DBCC_FIZIOT
\`bzb hy NBC_ Foqt- midoftoj ufjox Dxokzio Dbccbft
8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands
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Qo’o kmm `okxj z`o dxiot- kfj ckyho oof uzzoxoj z`oc buxtomot& ”Z`oxo’t gutz zbb cud` ifebxckzibf- I
dkf’z |bttihmy noo| bf zb| be iz kmm&– Qomdbco zb z`o kao be dbc|bufj dbfzofz axbqz`&
Dmbuj dbc|uzifa- t`kxoj joidot- joido ifzoaxkzibf kfj cumzi#|mkzebxc ofakaocofz kxo kmm hbbcifa& Tb-
zbb- it z`o cumzi|midizy be dbfzofz ofaifot kfj dbfzofz tbuxdot&
Yot- z`it cknot {ukmizy kfj xomokfdo be dbfzofz oof cbxo ic|bxzkfz z`kf iz `kt hoof |xoibutmy& Huz-
ckfkaoj dbxxodzmy- iz kmtb yiomjt k `uao hofoeiz ebx hxkfjt7 jkzk- jkzk- jkzk&
Z`o ifebxckzibf khbuz kmm z`o dbfzofz cbifa kdxbtt z`bto joidot ‚ q`b’t kddottifa iz- z`oix
dbftuc|zibf `khizt- cozk#jkzk- kfj kmm z`kz guidy cozxid abbjfott ‚ it |bitoj zb hodbco z`o dbxo be
z`o ifzoxotz axk|`& K||midkzibf |xbijoxt kfj k|| ckxnoz|mkdot kxo ifzoaxkzifa qiz` tbdikm |mkzebxct mino
Abbamo- Ekdohbbn- Zqizzox kfj z`o mino kz mia`zfifa t|ooj& Kt z`oy jb tb- iz’t ic|oxkzio z`kz ckxnozoxt
opkcifo z`o boxkmm ifzoxotz odbtytzoc kfj joeifo z`o dbfzofz eutibf cbjom ebx z`oix hxkfjt&
Kt z`o dmbuj kfj joidot aoz tckxzox khbuz dbfzofz kfj izt dbftuc|zibf- hxkfjt qimm eifj iz cbxo
ic|bxzkfz (kfj- if z`obxy- oktiox) zb nfbq opkdzmy q`oxo zb jomiox dbfzofz kfj `bq& Iz’t kmm khbuz hoifabf z`o xia`z |mkzebxc- bf z`o xia`z joido- kz z`o xia`z zico- ebx z`o xia`z dutzbcox& Z`o ifzoaxkzibf be
mbdkzibf#hktoj toxidot mkyox kjjt xoaibfkm kfj aobaxk|`id fukfdo bf zb| be ooxyz`ifa omto&
Q`b’t dbftucifa q`kz2 Q`of kxo z`oy dbftucifa iz2 Q`b kxo z`oy qiz` q`of z`oy dbftuco iz2 Q`oxo
kxo z`oy2 Q`kz joidot kxo z`oy utifa2 Z`oto kxo gutz tbco be z`o {uotzibft hxkfjt qimm ho khmo zb kftqox
# ie z`oy `ko z`o xia`z xomkzibft`i|t qiz` ooxybfo exbc `kxjqkxo ckfuekdzuxoxt- dbfzofz |xbjudoxt kfj
k|| tzbxot zb dbfzofz jitzxihuzibf toxidot z`kz ckifzkif z`o jkzk khbuz z`o jkzk&
1
DBFZOFZ DX_T@7
Z@O FOQ IFEBXCKZIBF BUOXMBKJ
\`bzb hy Ckxd Tciz`- midoftoj ufjox Dxokzio Dbccbft
8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands
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0
Exbc z`o b|ofifa be jky bfo be DOT 8<;8- bfo ijok qkt |oxeodzmy dmokx7 Ybux dutzbcoxt kxo |bitoj zb
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8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands
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8/3/2019 CES: The Future is Now - Content, Context & Consequences for Brands
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