“Amazon is Not Your Friend, It’s A Remorseless Shark That Never Stops Eating”

“Amazon is Not Your Friend, It’s A Remorseless Shark That Never Stops Eating”
SHARE
THIS



Marketing guru Brad Berens opened ad:tech Sydney this morning with some advice for brands about the future. 

First of all, Berens differentiated about two different types of future. First up, there’s the big vision of the future which includes flying cars and dogs that can speak to you. Secondly, there’s the #FTAH (future that’s already here). 

He then applied this to different areas including the buzz topic of Artificial Intelligence (AI) and voice. According to Berens, the “big vision” of the future tells us that AI is going to change everything in the world around us fundamentally. 

When thinking about the future that’s already here, AI is already in everyone’s pockets with Siri and Google Assistant.

Berens predicts that the smartphone will (eventually) disappear and no longer be our primary computing device. Instead, we’ll own smart glasses and sensors scattered through our clothing. Apparently Amazon has a prototype where there’s a microphone on your nose and a tiny piece behind your hear so you can have Alexa with you at all times. Scary stuff. 

Thinking about the opportunities for brands in this new paradigm is interesting. Berens claims that the future will not be radio-style interruptive ads. Can you imagine asking Alexa “What’s the weather like today?” and the reply being “First of all, a quick message from our sponsor (insert brand name)”? 

However, the opportunity could be branding the voice interface like Toy Story has done with Apple watches. Another example is Garmin who have worked with The Simpsons to create a “Homer voice” for users or Darth Vader. If you have a distinctive voice for your brand, this is an opportunity to use it. 

Berens also raises an important point about search and brand discovery. With visual searches, you can search something and scan over a range of options. But when you are listening, you don’t want to listen to all the options, you just want one. This has implications for major brands.

For example, Beren states that Amazon is one of the most trusted brands in America. But for brands, “Amazon is not your friend, it’s a remorseless shark that never stops eating, moving and it’s going to attack you from a direction that you don’t expect”. 

Beren explains, “When you say, ‘hey Alexa, I need Duracell batteries.’ Alexa replies, ‘Sorry I don’t have them, but we do have Amazon home brand batteries.’ In simple terms, they are training users to accept the generic. Brands vanish in a voice environment.” 

This is why, according to Berens, “Brands should be doing everything they can to destroy Amazon and doubling down with Google.” He dismissed Apple with one sentence: “Siri is not interested in selling things.”  

Please login with linkedin to comment

adtech Amazon Brad Berens

Latest News

The Wired Agency Welcomes A Trio Of New Hires
  • Marketing

The Wired Agency Welcomes A Trio Of New Hires

Sydney-based independent digital marketing player The Wired Agency has announced three new hires following a number of new business wins and existing client growth. Jessica Torstensson (pictured above, far left) joins the agency as account director from WPP’s Wavemaker in Sydney, where she led a team of nine, working primarily on the Hungry Jacks account. […]

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

Nine Reveals New Sales Team Structure Post-Fairfax Merger
  • Advertising
  • Marketing
  • Media

Nine Reveals New Sales Team Structure Post-Fairfax Merger

Media giant Nine has moved to align its newly combined sales structure with Fairfax following the merger. Under the new integrated sales structure, Nine will co-locate all of the 500-plus sales staff from Nine and Fairfax into its Nine sales offices in Sydney, Melbourne, Brisbane, Adelaide and Perth. This process is expected to be completed […]

Fearless Girl Plants Her Feet In Front Of Iconic New York Building
  • Media

Fearless Girl Plants Her Feet In Front Of Iconic New York Building

The world-famous Fearless Girl statue has taken a walk through New York City and found herself plonked in front of the city’s Stock Exchange. Fearless Girl was unveiled in March of last year and was made by artist Kristen Visbal and was funded by McCann’s client State Street Global Advisors (SSGA). Since she arrived on Wall Street, staring […]

Network 10 Forced To Rebrand ‘10 Boss’ To ‘10 Bold’ Following Fairfax Court Action
  • Marketing
  • Media

Network 10 Forced To Rebrand ‘10 Boss’ To ‘10 Bold’ Following Fairfax Court Action

The rebrand of Network 10’s channels is finally complete, after Fairfax Media (now Nine) kicked up a stink about the similarity of the ‘10 Boss’ channel to one of its own brands. Last month, Fairfax sought a temporary injunction against 10 to stop the TV network from using ‘Boss’ in the name and logo of […]

by B&T Magazine

B&T Magazine
J.Walter Thompson Melbourne Named Baby Bunting’s Lead Creative Agency
  • Advertising

J.Walter Thompson Melbourne Named Baby Bunting’s Lead Creative Agency

Following a competitive pitch process, baby goods retailer Baby Bunting has appointed J. Walter Thompson Melbourne and its in-house creative partners from Girl, to be its lead creative agency. J. Walter Thompson Melbourne managing director Michael Godwin said: “While it’s so tempting to frame this news as us being entrusted with a new bundle of […]

Isobar & Foot Locker Invite Customers To Custom Design Nike Tuned Air Max Plus
  • Campaigns
  • Media

Isobar & Foot Locker Invite Customers To Custom Design Nike Tuned Air Max Plus

Isobar Australia has partnered with Foot Locker Asia Pacific to celebrate the 20th-anniversary drop of the Nike Air Max Plus. Better known as the ‘TN’ or ‘Tuned’, The Nike Air Max Plus remains one of the boldest, most polarising sneakers Nike has ever released, inspiring a cult following to this day. To hype the 20th […]

The Chaser Crew Score Sydney Brekkie Radio Gig On Triple M
  • Media

The Chaser Crew Score Sydney Brekkie Radio Gig On Triple M

After hosting the 3pm to 4pm timeslot on Triple M Sydney this year, the Radio Chaser team have been chosen to handle the coveted breakfast slot in the lead-up to Christmas. Commencing their brekkie duties yesterday, Craig Reucassel, Chris Taylor, Charles Firth, Dom Knight and Andrew Hansen (pictured above) have taken over from The Grill […]

BMW Teams Up With The Story Lab To Showcase BMW Genius
  • Campaigns
  • Technology

BMW Teams Up With The Story Lab To Showcase BMW Genius

The Story Lab has created a new series of content to showcase the BMW Genius program and engage customers with vehicle features and technology. The content features real BMW Geniuses – the dedicated experts who set BMW dealerships apart from other luxury car brands by guiding customers through every aspect of the vehicle. View the […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]

Done & Dusted! 90% Of Aussies Say They’ve Finished The Christmas Shopping
  • Marketing

Done & Dusted! 90% Of Aussies Say They’ve Finished The Christmas Shopping

New research has revealed that nine in 10 Aussies have already done their Christmas shopping, with just 11 per cent leaving their shopping to December and only four per cent leaving it to the week before Christmas. The findings come from a survey of1021 Australians[ commissioned by parcel delivery service CouriersPlease (CP). In the survey, CP […]

Seven-Year-Old Tops YouTube’s Top 10 Earner List For 2018
  • Marketing
  • Technology

Seven-Year-Old Tops YouTube’s Top 10 Earner List For 2018

The top 10 YouTube earners for 2018 have been revealed with (get ready to feel really depressed) a seven-year-old who reviews toys online coming in at the number one spot. According to the list compiled by Forbes, Ryan, who’s site is called Ryan ToysReview, pulled in a staggering $22 million ($A30.6 million) from reviewing toys […]

by B&T Magazine

B&T Magazine
Report: Aussie Consumers Want Brands To Stand Up For Local Causes
  • Marketing

Report: Aussie Consumers Want Brands To Stand Up For Local Causes

A new study has found that three-quarters of Australians want brands to get more involved with the issues they care about. This is the insight from Purpose in Asia, a new report from Kantar revealing a disconnect between the causes that dominate global media and international brand campaigns, and issues that matter to consumers across the region. […]

New Idea Goes Royals Crazy With Mini Mag Devoted To Her Maj & Family
  • Media

New Idea Goes Royals Crazy With Mini Mag Devoted To Her Maj & Family

Pacific’s New Idea has launched New Idea Royals, a mini magazine driven by unprecedented interest in all things royal that completes the brand’s multiplatform approach to royal coverage.   Inserted into the weekly edition of New Idea, the mini magazine joins the New Idea Royals podcast, an online dedicated royal vertical and the rapidly-growing Facebook page, […]

How To Present In A World Of Growing Technology & Jargon
  • Opinion
  • Technology

How To Present In A World Of Growing Technology & Jargon

Emma Bannister (pictured below) is the founder and CEO of Presentation Studio, APAC’s largest presentation communication agency, and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest post for B&T, Bannister shares her tips on how to make your next presentation tech savvy without boring […]

Opinion

by B&T Magazine

B&T Magazine
Eliza O’Hare Named Editor Of Bauer’s Inside Out Magazine
  • Media

Eliza O’Hare Named Editor Of Bauer’s Inside Out Magazine

Bauer Media has announced the appointment of Eliza O’Hare as editor of Inside Out magazine. O’Hare joins Inside Out from Bauer Media’s Harper’s BAZAAR, where she was associate editor for three years. O’Hare has nearly 30 years’ experience in the media and publishing industry, having started her career as a cadet at ACP magazines before working […]

Infographic: Where Aussies Plan To Shop This Christmas (And It’s Bad News For David Jones)
  • Marketing

Infographic: Where Aussies Plan To Shop This Christmas (And It’s Bad News For David Jones)

A study into the Christmas shopping habits of Aussies has again found that we’re eschewing the big chain retailers and increasingly going online to buy the presents. The research, by Melbourne market research and insights agency Honeycomb, found that 60 per cent of us will do all our shopping digitally this year. When it comes to the […]

by B&T Magazine

B&T Magazine
Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]