Brand attributes vary across organizations, depending on business goals, the industry, the marketplace, and other relevant factors. Overall, however, C-Suite members want to know the impact of their branding efforts on their organization, external stakeholders, consumers, and media channels.
Marketers may soon find their brands measured by heartbeats as much as by online surveys and social media engagement. New technology allows companies to study facial responses, vocal inflections, and other emotional cues that reveal how consumers truly feel about brands and experiences.
In Stanley Kubrick’s 1968 movieadaptation of the iconic epic, 2001: A Space Odyssey, HAL 9000, an evil Artificial Intelligence (AI), takes over a spaceship and murders a crew of astronauts on a manned mission to Jupiter. Those of us old enough may remember the famous lines: “I'm sorry, Dave. I'm afraid I can't do that…although you took very thorough precautions in the pod against my hearing you, I could see your lips move.” The HAL 9000 computer, capable of “mimicking most activities of the human brain,” considered foolproof and incapable of any processing error, depicted how scientists of the time envisioned AI.