I recently wrote about Google’s Glass project and why it doesn’t excite me, as much as innovation of that sort usually would. It’s almost too cool…it makes interactions with those using it more impersonal (even though they could be sharing and making their experience more personal to the world) and awkward. However, I just watched the “How It Feels” video Google released on what it looks like while you wear Google Glass. Here’s the video if you haven’t seen it yet:
The video is pretty cool, that I’ll admit. While it doesn’t explain how you will make each of the features work without hands (other than the voice recognition), I do think the sharing looked easy and seamless. Even after taking what you see with a grain of salt, since it’s teaser trailer to build hype, I think it could be really fun to wear a pair. I still stand by what I wrote about the impersonal nature of the glasses as well as the potential awkwardness, but I’ll reserve complete judgement for now.
The true potential of Glass that I see in this video is what it can do for brands. As brands have adapted to the emergence of social media as a primary form of marketing, as a required corner of the market to have a presence in, many have learned the importance of identifying “who” your brand is, not just “what.” And this is important. Brands are able to display personalities, behaviors, and tones via social that act as catalysts to the relationship building side of marketing. This relationship between brands and consumers is becoming more important as we move forward. Google Glass literally gives consumers a peak into a brand’s point of view.
Brands such as Red Bull or Nike are obvious choices for who could use Google Glass in a similar way to GoPro cameras to let the masses experience what the brands embrace. But what about less obvious choices. Imagine if Sam Adams was able to share videos instantly on what the brewing process is like for their new seasonal beer, and allow all of their fans to see the process from the brewmaster’s perspective. Imagine a NASCAR driver being able to instantly share to social media (more easily than Twitter) a video of what he is seeing during a crash or during a pit stop. What’s the average morning rush hour like for a Starbucks barista in Manhattan? We could go behind the scenes like we never have been able to before, while even having real-time interaction with the person wearing Glass. Very cool.
While I’m hesitant to fully endorse Glass myself, I will say that it gives brands a lot of power if they harness it correctly. It can give marketers the leg up needed to reach the next level of brand transparency that is so craved today.
What do you think? Is Glass a possible resource for marketers, or is it an overpriced way to remove ourselves from human interaction?
In a creepy way, I think Google Glass could provide insights for retail brands. You could deliver coupons or specials depending on whatever the person is looking at in your store. From there, they could track not only foot traffic patterns but also measure where people look. It’s an invasive idea but it wouldn’t surprise me if we got that far some day.
That is very creepy and I think there would be a huge uproar if Google Glass was found to be tracking those types of details, but I know what you’re saying. If I try on a shoe at Foot Locker and get a notification that says “buy this before you leave and get 20% off”…that would be huge. The line between privacy and convenience will blur even more, but it has potential for brands to look through consumer’s eyes as well. I agree.