There’s nothing wrong with Google Glass, but they defined their audience wrongly

Google Glass courtesy of Fast Company
Google Glass courtesy of Fast Company

One of the most important elements of creating a brand is deciding who your audience is. Most of us think we know intuitively. And yet for me, really putting the work in here is often overlooked. The more you understand the needs, thoughts, desires and motivations of your REAL audience, the more fully you can wrap the brand around them. You create something they need before they realise they need it, rather than reacting to others.

So, in the last few weeks, Google have just admitted with Google Glass that they got this audience definition completely wrong at launch. It was aimed at techies and geeks. All of us have probably laughed at someone at a trade show talking to their glasses whilst recording everything they see?

So whilst there has been some celebration in it being scrapped as it has been unpopular with consumers for reasons of privacy invasion, its real use was in a professional environment.

With the need for medical staff to both protect themselves from litigation and bring in external help when they need it, Glass is perfect. It allows a paramedic at a scene to call upon external expertise in an instant. Who would laugh at that? And it also allows a doctor to record every part of a procedure and log it with a patient’s records, in case anything goes wrong, or more positively if anything unexpectedly goes right and they can refer back as to why.

So, good on Google for admitting their mistake and repositioning. It’s not often a product that was given such a big launch and failed is given a second chance. In the longer term, I can see this, or its derivative, becoming standard headwear for anyone who has to deal with the general public.

 

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Mountain Dew – Creating a high energy brand

Mountain Dew are trying very hard to create a position in the market for their version of a lifestyle energy drink. I’m sure none of their target audience actually need the extra burst of energy, but they are at least carving out a very clear position when you look at them against the likes of Red Bull, Monster Energy and more recently, No fear.  Mountain Dew is owned by PepsiCo, so they have the budgets to do great stuff, but I still love the energy in these films.

The position they have created is less serious than Red Bull, it just has more energy. Red Bull has gone super high budget and from research I’ve read they are more appealing to the parents than the cool kids. Interestingly they are offering the chance to get involved yourself, which has to be a great strand for future competitions.

Good work PepsiCo.

Mountain-Dew-logo

If you want an actual but quite alternative review of the six favours of Mountain Dew, then look no further than the brilliant review by a chap from Arkensaw called Patrick. My particular favourite is when he mixes them all together and then describes the flavour as ‘Just like I remember it. Just like Diabetes’

Thanks for sending me the links to my very talented colleague Ben Bradley.