My memories of the event are a blur of drones, fitness trackers (and a few fitness models …), enormous televisions and more drones. To add to the fog, the sheer size of the event itself was so awe-inspiring that the booths themselves and the marvels they contained were at times overshadowed. And did I mention the flocks of drones?
Fitness Trackers – even those of the canine variety – maintained a huge presence at CES.
At one point when wandering the convention center, I was thumbing through emails on my iPhone when I felt a tap on my shoulder. An exhibitor in a branded gray polo took my lingering as a sign of interest and asked, “Hey, do you want to check out our new drone?” I pocketed my phone. “Sure… tell me, there are thousands, maybe even millions of drones here. What makes yours so special?”
“…Well, this one’s orange.”
While it may not seem like the greatest point of differentiating for a brand, it got me thinking – at an event like CES, where every sleek and shiny new thing competes for the attention of ogling passersby, what can a brand do to actually stand out? How can it go Beyond the Orange™? Because for me, and others like me, cutting through the noise is the crux of the problem we’re trying to solve for your brand every. single. day.
Here are a few of my biggest takeaways from CES:
Be Big.
Intel showcased some amazing products from a variety of brands that were powered by Intel Technology. From beautiful Tag Heuer watches to Hard Hats with augmented reality built into the eye protection, they continue to do what they do best. How did they draw me in? With 30-foot tall, stark white mannequins in various athletic poses showered in multicolored lighting. I had to look, I had to engage, I had to see what else was happening. Sometimes, bigger is better.
Be Bold.
The Samsung television display, although somewhat hidden, was incredible to look at. Bold, bright colors adorned a moving array of a couple dozen 8K TVs. The effect was jaw-dropping. Separate from that display, their 170-inch 8K television stopped me in my tracks from 100 yards away. Simply amazing.
Be Innovative.
The Genworth R70i Aging Suit looks like something from the set of The Martian. It is an exoskeleton that simulates aging in hopes of stimulating the conversation about aging and senior care. When a physician dons the suit, he or she can literally feel what it’s like to walk in a patient’s shoes. The potential effects on the patient-physician relationship and quality of care are paramount. I, and I suspect several tens of thousand of other people, have never seen anything like it.
Genworth R70i Aging Experience at CES 2016
Be Beautiful.
Admittedly, I’m a BMW fan. Their aesthetic speaks to me nearly universally. So it’s no surprise that I stopped and stared longingly at the sexiest R NineT (motorcycle) I’ve ever laid eyes on. The tech? A concept for a connected helmet with built in heads up display to overlay speed, directions and upcoming hazard information on the visor.
Be Inviting.
BMW, again, offering up test rides for every vehicle in their lineup, including the $140k i8. Yes, the snooty BMW was available to all-comers with a staff of friendly and knowledgeable brand ambassadors. I opted not to participate because I couldn’t stomach the thought of being stuck in traffic behind the wheel of a 560 HP M5, but it’s the thought that counts.
Certainly, we all have felt like the poor drone salesmen who could only muster “this one is orange.” To his credit, it was a lovely shade of orange, and his honesty is commendable, but I’m not buying and neither are you. As for us, we will continue to push ourselves and the brands we work with to continue to think big, be bold, push boundaries, design beautifully, and invite people into our club.
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