Blurred Brands
By Jennifer Server on 02/11/2015
No, it’s not Robin Thicke’s follow-up to ‘Blurred Lines’.
A wild contraption was recently revealed that blocks brand logos from one’s vision through a unique pair of glasses. Affectionately named “Brand Killer”, this invention from University of Pennsylvania students uses image processing technology to recognize and blur out brand logos from a person’s line of sight.
So does this spell the end for brands? Is all of that hard work our industry goes through crafting the right messages and logos for our clients for nothing? We are in an age of overwhelming brand and media choices, so the desire to escape the noise is one that all consumers could find appealing. Start-up companies and technology are coming in and shaking up the industry in ways that no one could have predicted years ago. The only constant now is change.
However, while the thought behind the technology is certainly interesting, the everyday application of the “Brand Killer” device may seem a bit far-fetched.
Think about it… how would you pick out your favorite soft drink at the convenience store if the entire refrigerated case was blurry? What about selecting a fast food chain to have lunch at?
Consumers are continuously exposed to brands and advertising messages, but it’s also a fact that brands play a vital role in our everyday lives. Brands capture our attention, impact the choices we make, and make us feel something. While the “Brand Killer” aims to destroy, we're determinded to continue creating simple, creative and delightful executions for our clients that will make this potential industry disruption a non-starter.
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