053 - Brian Roemmele - The Key to Successful Branding - Voice and Beyond - Pt. 2

10/07/19 • 41 min

The customer is on their own hero's journey. Brian Roemmele explains what brands need to do to build longterm successful customer relationships. Every brand has an emotional connection to the people who use their products. But some covet it better than others. Brian and I discussed brand narratives and personas, touching on archetypes and Carl Jung, and even the neurochemistry of purchases and loyalty. My favorite part of the conversation is when Brian explained why the female voice is hardcoded to be perceived as authoritative.

Brian’s theory:

All products, companies, and brands are a relationship with their consumer. They have defining points as any human relationship does

Show notes: beetlemoment.com/podcast episode 53

TIMESTAMPS:

02:00 How do we build a relationship in which our customer is the hero? (e.g. Storybrand framework)

02:53 All products, companies, and brands are a relationship with their consumer.

03:20 Every purchase is an emotional purchase - neuropeptides

04:00 Every brand has an emotional connection to the people who use their products. Some covet it better than others. This means a narrative is being spun overtly or covertly all the time. See Apple.

07:15 Neuropeptide release of a transaction or purchase - pleasure in the body, your cells will remember this

08:15 Archetypes, introduced by Swiss psychiatrist Carl Jung, are models of people, behaviors, or personalities. Jung suggested that archetypes are inborn tendencies that influence behavior.

08:30 Voice has the opportunity unlike any other one (including film) to create a rich deep emotional lifelong connection with the customer.

09:00 The human agenda is connection

09:55 A voice comes from a person - it’s not a thing - it has a persona

10:25 We instantly categorize anything we hear or see anthropomorphically because of flee or flight mechanism

11:05 Your brand has a voice: who is it? Fashion brand example from Brian’s work

12:05 You need to assign a Jungian or Myers Briggs archetype to your brand

12:30 Your customer is on their own hero’s journey

14:15 The voice of authority is and always will be a female.

16:10 Anthropologically and culturally, the wise woman (hence the archetype) was always the leader of the tribe until western culture labeled them witches

20:15 If a brand keeps us too reptilian we are probably not going to be longterm fans

20:20 It’s not the brand we connect to, it’s the story and its role in our own narrative (e.g. Thomas the Tank Engine)

21:15 Brand expression is to attract members of a desired tribe

22:20 When we build voice brands

Connect with Brian Roemmele:

Twitter | LinkedIn

Connect with Emily Binder:

emilybinder.com | Twitter | LinkedIn

Hosted on Acast. See acast.com/privacy for more information.

Brian’s theory:

All products, companies, and brands are a relationship with their consumer. They have defining points as any human relationship does

Show notes: beetlemoment.com/podcast episode 53

TIMESTAMPS:

02:00 How do we build a relationship in which our customer is the hero? (e.g. Storybrand framework)

02:53 All products, companies, and brands are a relationship with their consumer.

03:20 Every purchase is an emotional purchase - neuropeptides

07:15 Neuropeptide release of a transaction or purchase - pleasure in the body, your cells will remember this

08:15 Archetypes, introduced by Swiss psychiatrist Carl Jung, are models of people, behaviors, or personalities. Jung suggested that archetypes are inborn tendencies that influence behavior.

08:30 Voice has the opportunity unlike any other one (including film) to create a rich deep emotional lifelong connection with the customer.

09:00 The human agenda is connection

09:55 A voice comes from a person - it’s not a thing - it has a persona

10:25 We instantly categorize anything we hear or see anthropomorphically because of flee or flight mechanism

11:05 Your brand has a voice: who is it? Fashion brand example from Brian’s work

12:05 You need to assign a Jungian or Myers Briggs archetype to your brand

12:30 Your customer is on their own hero’s journey

14:15 The voice of authority is and always will be a female.

16:10 Anthropologically and culturally, the wise woman (hence the archetype) was always the leader of the tribe until western culture labeled them witches

20:15 If a brand keeps us too reptilian we are probably not going to be longterm fans

20:20 It’s not the brand we connect to, it’s the story and its role in our own narrative (e.g. Thomas the Tank Engine)

21:15 Brand expression is to attract members of a desired tribe

22:20 When we build voice brands

Connect with Brian Roemmele:

Twitter | LinkedIn

Connect with Emily Binder:

emilybinder.com | Twitter | LinkedIn

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

052 - Brian Roemmele - Amazon’s Hardware Announcements: Keys to the Castle - Pt. 1

Guest: Brian Roemmele, "The Oracle of Voice"

Echo Buds, Echo Frames, Echo Loop, and more brand new products announced last week will take Alexa to new fields: what does this mean? Brian Roemmele is known as the Oracle of Voice for a reason. Over decades he has predicted so many things that came true. The brilliance of these new products like Echo Loop is about getting Amazon into the castle without fighting for spaces that are already occupied, like the wrist or the pocket.

A big theme of this episode is getting out of the weeds of the technical features like the carburetor or the exact RAM, and instead looking at better ways to get work done. Bigger picture. We are looking at the beginnings of new use cases in brand new paradigms. When you paradigm shift, the canvas is blank, and that’s where we are with voice.

This is Part 1 - tune back in next week to hear more! Subscribe free in your favorite podcast app so you don’t miss it: bit.ly/playbeetle

Timestamps and topics:

04:00 Amazon’s patents telegraph the future

04:50 Amazon did not dominate in smartphone, obviously (Fire Phone failed - and at the time in 2014, people overlooked the first generation Amazon Echo)

05:50 Smartphone is an old modality

06:10 iPhone is the iconic smartphone

06:30 What is the strategy to get into the castle? Content and shopping, largest merchant on planet

07:10 Amazon is a retailer not a technology company - this is why Amazon created the voice first experience first

Amazon does not pretend ot be a tech company, they’re a company that produces technology

07:50 They don’t have mindshare yet, and that is key

07:55 What happens with content and mindshare? How does content creation play in?

08:30 Amazon is not going after the smartphone or smart watch (not after the wrist or the pocket

09:10 Products that define new categories must be loved and hated

09:30 “Talk to the hand” back in vernacular with Echo Loop

10:30 Tech companies don’t consider anthropological and sociological impact of products

11:10 We ask“can we?” too often and don’t ask “Should we?” enough

11:45 Brian’s thesis: Hyper Local

11:55 Echo Loop (a ring) is not always on, it has a button. It draws you into the Alexa ecosystem without taking away from Apple AirPods - and that is brilliant

13:20 Future of the voice assistant that you talk to like a significant other

13:30 Done thumb clawing at screen - that is the future

13:50 Echo Frames and Echo Loop are early versions of the ubiquitous voice future

14:20 Near field computing, mid-field, and far-field (open room) - Amazon’s secret weapon over the castle wall was to get in the home (with Echo in 2014) - which became the fastest adopted consumer technology in history

15:10 The tech leap happened organically with consumers from kitchen to living room - Amazon is doing the same strategy again to get people to adopt this in the near field

15:50 People mocked the iPad (menstrual pad?) and look what happened - these products have to be hated or mocked

16:30 iPhone was laughed at because it didn’t have a keyboard. What is past is prologue. We always see the future through the glasses of right nowand the past - always view the future through the rearview mirror: 16:40 We defined the new in the words of the old, e.g.: the horseless carriage, flameless candle, talking pictures.

17:50 Most voice first experts have nothing to do with the technology world, which irritates folks in tech

18:45 Computing is not what it was for the last sixty years, and it will not continue to be what is has been the last twenty - think about this for typing and interacting

18:55 Technology gets bigger and bigger until it disappears (e.g. you don’t talk about your carburetor, you just buy a car that works or Jobs saying RAM doesn’t matter, you will only care what the computer does or accomplishes)

21:35 There are no killer applications for voice. “Apps?” That’s 2D.

21:55 So what are people really looking for with voice?

22:30 "The idea of the app is already gone.”- Brian

23:40 The intimate relationship that technology can and will spawn is the killer app. We can’t see that world clearly yet

24:50 We’re not battling on the grounds defined by prior technologies

25:10 We’ve only seen 4 of the 175 modalities that voice first works in

25:50 Amazon’s brilliance is great utility to an existing ecosystem (Alexa)

25:00 Amazon doesn’t expect Echo Buds to replac...

Next Episode

054 - Will You Use One Voice Assistant or Many? Dave Kemp and Katherine Prescott

Topics:

Whether should brands create their own mini voice assistants like Beeb - which kind of brands should consider this? Katherine explains
The newly announced Interoperability Initiative will strive to ensure that voice activated devices will work with multiple digital assistants like Alexa and Siri at the same time.
The two camps regarding what the voice-first future holds:
A) People will mainly interact with just one assistant (see Adam Cheyer, co-founder of Siri Inc.)
B) We will all use multiple voice assistants
C) A middle ground of master and mini assistants - Dave explains how Alexa could launch Beeb (BBC's assistant) or Spot (Spotify's assistant) - and Beeb would be the master of that smaller domain / use case, making a better overall experience
Alexa eventually functioning as an App Store - but for voice
Plus, how devices like Echo Buds and Echo Frames fit in to a world of mini voice assistants
What is the potential of Echo Buds to allow us to access web content we have never thought of as audio enabled?
Echo Frames could be quite powerful to usher us into a world where the input is pure voice but the output/response is multimodal (visual and audio) - Katherine makes a great point here