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In a High-Tech World, Do Businesses Overlook the Value of Heritage? – ReadWrite

3 min read

“Authenticity” has likely been mentioned more than once in any modern company boardroom. And for good reason: A 2017 study from Cohn & Wolfe revealed that 91 percent of consumers reward “authentic” companies for their behavior, purchasing their goods or recommending them to others.

But all of the strategizing and positioning that goes on behind the scenes to create an authentic image makes many companies come off as, well, inauthentic. Working hard to find a niche or an angle that makes a specific company appear both appealing and honest simply makes the company look like it’s trying too hard — and that’s a big turnoff for consumers. In fact, a lack of authenticity has been deemed the “fastest way to kill your brand.”

What’s a company in today’s economy supposed to do? In a world driven by high tech, many brands have overlooked one of the simplest ways to highlight what’s most authentic about them: their heritage.

Using Your Track Record to Your Advantage

The truth is that consumers view brands’ past successes, failures, behavior, and products as indicators of what’s to come. WIRED and other outlets have argued that things change much more slowly than we perceive them to, so consumers aren’t unreasonable in their “past behavior is the best predictor of future behavior” mindset.

This is a good thing for brands that have built a solid track record they can celebrate. One of the benefits of building a strong brand that can withstand the winds of change is that it comes with a built-in and incredibly authentic backstory and history to share. One analysis of Ford, for example, valued the brand at nearly $14 billion, with its heritage component making up around $1.5 billion of the total.

Brands that understand the value of heritage have come up with some pretty unique ways to celebrate it. BMW, for example, celebrated its 100th anniversary by introducing new models; Slurpee celebrated its 50th by offering collectible cups and partnering with 7-Eleven to host #BYOCupDay. Others have launched corporate museums to honor their past successes and get consumers excited about future developments.  

The value of heritage applies to both established enterprises and growing brands — and playing it up is less complicated than some might think.

How Heritage-Driven Brands Get It Done

Lee Jeans is one company that ties its heritage to its modern image. The brand, founded in 1889, started as a company designed to help laborers in the Great Plains get work done; its well-known jeans were introduced in 1924 to support farmers, cowboys, and railroad workers.

Today, the brand is maintaining its classic styles, combining them with high-grade touches and high-quality materials to make them collector’s pieces. Its Lee 101 collection includes a modern version of its 1952 zip fly composed of Japanese artisan-made selvage dry denim; a fresh take on its 1941 Slim Rider jeans, made of Japanese left-hand twill; and a new rendering of its 1933 cowboy denim jacket, which positions the tarnished brass button next to dark indigo denim and a modern cut. Each item highlights the brand’s heritage while building on it.

The brand became known for long-lasting styles made of durable fabric, and it’s shifted to doing the same thing today with different materials. It’s worked, too: According to the NPD Total Measured Market Data, Lee’s men’s denim has outpaced the total market’s men’s denim growth by seven times over the past two years.

Tito’s Handmade Vodka has also made an effort to capitalize on its history. The brand’s website offers the story of its founder, Tito Beveridge, underscoring his desire to craft high-quality liquor while utilizing time-tested techniques: “Tito’s Handmade Vodka is produced in Austin at Texas’ oldest legal distillery. We make it in batches, use old-fashioned pot stills, and taste-test every batch.”

The growing brand has seen the heritage angle work to its advantage: Tito’s became America’s top-selling spirits brand in 2017, built on a one-year growth of 44 percent that resulted in sales totaling almost $190 million. The independently owned brand’s success — earned without TV advertising — is credited to its “folksy” marketing and brand consistency.

Authenticity is the name of the game in today’s business landscape, but brands shouldn’t be jumping through hoops to “create” authentic reputations. Instead, they should be doing something many tech companies aren’t comfortable with: looking to their past and embracing it as they move forward into the future. Authentic reputations are earned, not won, and heritage offers brands an excellent opportunity to prove they’ve earned them.

In a High-Tech World, Do Businesses Overlook the Value of Heritage? – ReadWrite

Brad Anderson

editor

Brad is the editor overseeing contributed content at ReadWrite.com. You can reach me at brad at readwrite.com

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How three disruptive technologies can work together to change the world as we know it – ReadWrite

3 min read

Artificial intelligence, virtual reality, and the Internet of Things are common buzzwords these days, but so often, businesses and individuals alike think of each in its own silo. That’s a disservice to emerging tech because combining each concept’s strengths will lead to solutions previously unimagined.

 

IoT, for example, doesn’t work on a hub-and-spoke model. Currently, the technology operates mostly on the IFTTT model — i.e., “if this, then that” — but relying on AI instead will create smarter, more granular connectivity. This isn’t a farfetched concept: AI requires data, which IoT generates, so it’s a match made in heaven. And VR brings it all together with an immersive visualization of the data, creating heightened simulations that enhance users’ experiences and understanding of a scenario.

 

Look at the Tour de France as an example. Today’s cyclists are heading into this summer’s race with significantly more information than previous competitors have been able to afford. Before the race begins, trainers with 360-degree cameras run routes so cyclists can get familiar with them through a VR simulation. Machine learning then uses historical data about the weather, environment and other cyclists to forecast racing conditions. Once the race is underway, heart rate monitors track movement efficiency, while a GPS and other sensors gather data on the bike.

 

Alone, each feature is helpful — there’s no arguing that. But when brought together, users (the cyclists) find themselves in a heightened, immersive experience with the potential to prepare them for the race like no previous cyclists before them.

 

How These Technologies Can Work Together in Different Industries

 

And this is just one example. IDC research shows spending on these next-gen technologies grew an estimated 17 percent in 2017 and will only accelerate over the next five years. In other words, we’re set to see a lot more interplay between the three technologies in the not-so-distant future.

 

These technologies’ intersection has the potential to disrupt industries such as design, maintenance, logistics and many other fields. On the factory floor, for instance, IoT sensors collecting data on machinery enables predictive maintenance. And the ability to provide a remote visual to technicians in real-time can revolutionize the process. These technologies working in tangent provide the ability to zero in on problems much more effectively.

 

Consider another example: At my company, we are designing IoT sensors and solutions within the heavy equipment industry, building edge- and cloud-based analytic engines to address geospatial understanding, ring-fencing data and sensor-based performance details, to name a few areas. We are also digitizing this content for training and maintenance within this industry. In the heavy machinery industry, equipment idle time is a huge loss and makes machines prone to theft or misuse. Putting sensors for measuring various parameters such as engine parameters, fuel monitoring, and hydraulic pressures provides real-time analytics on the usage patterns. This demonstrates how a machine can be better utilized or flag any misuse, substantially improving the profitability and user experience for a company.

 

Consumers Benefit From the Intersection of AI, VR, and IoT, Too

 

Instances of this three-way intersection are happening across industries — and this trend is already leaking into the consumer market. Smart home sensors are becoming more prolific on the consumer market, and they’re beginning to do more with the data they generate via IoT. Everything from ambient temperature and air quality to lights, electricity, and even human activity can be monitored these days. There’s no shortage of data platforms, and IFTTT is currently serving as a break-fix to help with automation and other smart use cases.

 

The amount of data a person can collect in the home is astounding. Nest controls your heating and cooling, collecting historical data of usage patterns. CURB connects to your fuse box to gather data on every outlet. Netatmo measures air particles, humidity and even noise. All this data can be overwhelming, and finding insights can feel like searching for a needle in a haystack. However, once AI is trained to work with all this information, it won’t be long before our home lives are improved. VR enters the picture in scenarios like renovations or insurance evaluations — when contractors are able to virtually tour your home from their office, it streamlines processes significantly.

 

The use cases don’t stop there; these technologies are combining to improve our lives outside the home as well. Guru, for instance, is using VR to bring static museum artwork to life. AI is used to distinguish between buildings, objects and people in exhibits to identify themes. From there, it brings digital life to the figures and environments, immersing visitors in a whole new way to appreciate the art world. And public transportation can be improved by this technology intersection: Eye Create Worlds has a proof of concept in which a network of IoT sensors are placed throughout a city to allow a remote operator to optimize rail transportation networks in VR.

 

The Final Frontier: The Intersection of VR, AI, and IoT

 

As AI develops further potential of running on the edge, these three technologies’ relevance will only increase in significance. Their intersection is the key to unlocking the full potential of IoT applications. And VR is capable of so much more than entertainment and gaming; their greatest uses are in training and diagnostics — and AI and IoT sensors will make that more apparent as we move forward.

 

In the digital journey, AI, IoT, and VR are all significant levers to redefine processes for both businesses and consumers. But it’s the combination of the three that will be the most disruptive. For entities looking to effect change, the key is to identify the right opportunity within this intersection and implement a pragmatic solution to leverage all three technologies together.

How three disruptive technologies can work together to change the world as we know it – ReadWrite

K.R. Sanjiv

contributor

K.R. Sanjiv is the Chief Technology Officer for Wipro Limited. The views expressed in this article are his own and his employer does not subscribe to the substance or veracity of these views.

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‘Snapdragon 1000’ chip may be designed for PCs from the ground up

0 min read

A reference design found in import databases might give a clue as to what you could expect: it’d have up to 16GB of RAM and two 128GB storage modules. There are also mentions of gigabit Ethernet and a socketed processor design, although those last two may be more for Qualcomm’s development purposes than any real-world use. It’s expected to use ARM’s next-generation Cortex-A76 architecture, whose overall speed boost (about 35 percent, according to ARM) could be key to challenging Intel.

It’s not known when Qualcomm might announce the SDM1000, although it’s not keeping a tight lid on the project when at least one of its employees has mentioned working on the chip as a Windows Multimedia Project Engineer. SDM1000 could pose a serious problem for Intel if and when it does show up, however. Intel is already anxious about ARM-powered PCs eating into its dominance of the computing landscape, and a chip this potentially powerful could make that competitive threat much stronger.

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PCWorld is streaming PUBG on Twitch!

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PCWorld is streaming PUBG on Twitch!

Playerunknown’s Battlegrounds has launched a new update today aimed squarely at Fortnite players with the Event Pass: Sanhok. Join Adam and Leif (plus squad) as they buy the pass and try out the new map and progression system.

Follow PCWorld’s Twitch channel (or YouTube) so you don’t miss out on this or future live streams.

Tune in every week for podcast’s such as The Full Nerd as well as new and old gaming alike!

To comment on this article and other PCWorld content, visit our Facebook page or our Twitter feed.

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