Brands on Glass. Are you ready for this? I see this as a thought leadership land grab much like Second Life in 2007. Which brand will be first? However, there’s a key differentiator: finding ways to actually add value through wearable tech rather than just being first.
Years ago we were helping companies build and launch branded “islands” on Second Life. It wasn’t because millions of people wanted to hang out on a virtual island filled with branded messaging with their avatar of choice.
Rather, brands wanted to be “first” at engaging with microcommunities of users on platforms that had the chance to advance consumer engagement through technology. Your brand may not have sold many cars or done many tax returns through your branded presence, but media outlets and trade press paid attention — and gave lots of coverage — to those companies who were doing new and innovative things in emerging channels.
I see huge potential here for wearable technologies, specifically Glass and self-tracking devices, like the Fuelband and Fitbit. Very few brands have experimented and made a mark in this space.