‘Okay Google Glass, Embarrass Me’

‘Okay Google Glass, Embarrass Me’
SHARE
THIS



Queensland full service agency BCM director Kevin Moreland invites us to join him as he gives Google Glass a spin.

I like Google. They have enormous vision. They don’t just talk innovation. They live it. They invest big time in the future and constantly try new things.

Sometimes things we didn’t know we wanted, but soon after we can’t imagine life without. I’m not just talking search, but products like Maps, Gmail, Google Translate, Chrome and Android.

So it was with enormous anticipation that I volunteered to roadtest Google Glass. So what’s the verdict?

Forget the carefully orchestrated slow-release of Glass throughout the world (it’s not even for sale in Australia yet).

Forget Google’s slick video, with over 26 million views and counting, which shows the world through the supposed cool of Glass.

Forget, in an effort to build the brand’s cred, they had the most beautiful of ‘the beautiful people’, at New York Fashion Week, sporting them.

Forget their premium pricing strategy; designed in part, to guarantee that the first people we’d most likely see wearing them, will be well-heeled early adopters.

Forget even how well the user-interface functions, the quality of the screen resolution, or how well it responds to voice commands, or even the intriguingly-named ‘bone conduction transducer’ (a kind of personal out-of-ear speaker that only you, the wearer can hear).  You see, all of this works pretty well, and for its size, Glass is an impressive piece of wearable technology.

But like I said, forget all that, Google Glass is, I’m afraid to say, a big fat dud.

image3 Want proof? Spend just ten minutes wearing it.

You see the real issue is not whether Glass is feature packed, the deal-breaker is that wearing Glass makes you look and feel plain weird. And when you look and feel weird, well, you weird people out.

I wore it at home, around the office, and in public. The people who know me best told me straight-up.

My 13-year-old daughter quietly took me aside and told me it made me look like a creepy psycho. Her older brother overheard our conversation and agreed.

People around the office were generally, but not entirely, more polite. But if their words didn’t always echo those of my kids, their body language gave their true feelings away (and yes, I have the Glass-generated video to prove it).  And as for wearing it in public, the glances, stares and sniggers at even the coolest-of-cool inner city eateries, screamed ‘tosser-alert’.

cover image

As any first year marketing student, who bothered to turn up to Branding 101, will tell you, we buy into brands because they reflect who we are, they offer a statement, a kind of shorthand about our values and our personality. Great brands make you feel something.

And sure Glass makes you feel something, it’s just that feeling is not a good thing. Glass tells the world you’re an absent, disengaged show-off, lacking in self-awareness and possibly on the autism spectrum.

Google is a cool brand. Glass is not. At best it’s a transitional, experimental technology to something better. At worst, it’s an expensive way to embarrass yourself.

Kevin Moreland is joint managing director of Queensland full service agency BCM Partnership.

Please login with linkedin to comment

2020 Telecoms Summit ADAD

Latest News

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore
  • Advertising
  • Media

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore

Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]

Wavemaker Names Susie Si As New Vodafone Lead
  • Media

Wavemaker Names Susie Si As New Vodafone Lead

Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy
  • Marketing

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy

Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]

Outbrain Goes Public, Making Nasdaq Debut
  • Marketing

Outbrain Goes Public, Making Nasdaq Debut

Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]

HubSpot To Support The GO Foundation As Part Of World Certification Week
  • Technology

HubSpot To Support The GO Foundation As Part Of World Certification Week

HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]

IntelligenceBank Secures $50M Investment From Five Elms Capital
  • Technology

IntelligenceBank Secures $50M Investment From Five Elms Capital

IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]

SCA Announces Ten New Dab Music Stations Via LiSTNR
  • Media

SCA Announces Ten New Dab Music Stations Via LiSTNR

Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic
  • Media

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic

SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities
  • Technology

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities

Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]

London, UK - August 01, 2018: The buttons of Snapchat, Facebook, Instagram and WhatsApp on the screen of an iPhone.
  • Media

Snapchat Sees 116% Increase In Revenue

The last time B&T saw impressive increases the size of 116% was the swipe left rejections on our Tinder profile.

by B&T Magazine

B&T Magazine
Woman hand using modern laptop computer to connect with live streaming video on social network
  • Technology

Xandr Sees 125% Lift In Video Spend

Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, today shared results of premium video, Connected TV (CTV) and curated media spend on its platform for Q2 2021, which saw significant increases.

Taboola Acquires Connexity For $1 Billion
  • Technology

Taboola Acquires Connexity For $1 Billion

Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.

How To Re-Engineer Your Event Mix With ON24
  • Partner Content

How To Re-Engineer Your Event Mix With ON24

Events are increasingly shifting online. You can't get loaded on booze & arancinis, but you'll save on dry cleaning

by B&T Magazine

B&T Magazine
Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine