Welcome to Insights 2013 By Alan Herrick, President and CEO, Sapient Corporation
When history looks back on this season of robust innovation and progress, I think it is likely to remember it as one of the most significant paradigm shifts in, not only daily life, but in the business of relevance in daily life. We are perpetually challenged to connect the dots between our brands and the daily lives of our consumers in meaningful ways.
As stewards of brands and purveyors of ideas, we are both humbled and exhilarated by the impact of technological innovation on how we think about creativity and what can happen to a compelling idea when it's amplified by the scale of technology and personalized by the intimacy of human interaction.
To that end, we believe that a brand's ability to innovate is not just about technology. It's about combining technology with powerful ideas and insightful perspectives on human moments to create highly relevant ways to connect.
Who would have anticipated that one of the most esteemed luxury car brands in the world would create a mobile app that allows consumers to virtually build their entire car—from the very first bolt to the last drop of paint?
Or that a 125-year-old British sports gaming company would be the one to pioneer a combination of analytics, social media and mobile technology to drive a record surge in betting? Or that a ski resort would be one of the first to introduce RFID technology as a way to enhance their guest experience on the slopes and way beyond? We had the honor of helping Vail Resorts innovate a way to connect skiers to RFID tagging to social media so that they can track and share their Vail stories across their personal networks. The result was more than 100,000 social photos shared, yielding approximately 12 million social impressions for photos alone, and that's in just the first season. Vail Resorts empowered 150,000 people living the Vail Resorts story to tell the Vail Resorts story to an audience of 12 million? What once might have begun as an ad for a ski vacation has become a panorama of experience that lives in perpetuity.
It has been our privilege to participate in these and many other breakthrough changes that reinvent the definition of "idea" and unfetter the boundaries of creativity for new pathways of connection.
Our thinking is stretched daily to help bring brand stories to life in relevant ways across the consumer ecosystem. As consumer, retail and communications landscapes continue to stretch and evolve, we will continue to wake up in the morning propelled by the challenge.
In this edition of Insights, SapientNitro thought leaders offer you approaches and tools that help navigate this completely digitized, borderless world—to be used as a flashlight of sorts. It offers research, observations and compelling points of view from subject matter experts to students of life, to help us all see the path we're on a bit clearer, so the next step feels a bit more confident.
Thank you for your interest andsupport of SapientNitro, and with continued resolve, we invite the challenges of our time, walking alongside partners connecting in new and creative ways to their consumers.
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