Cyborg Marketing: A Love Story (8 Exponential Trends That Will Shape Humanity)

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We live in a time of great abundance and unparalleled possibilities fueled by exponential growth from the impact of technology. Our job at sparks & honey is to understand the accelerators, balancers …

We live in a time of great abundance and unparalleled possibilities fueled by exponential growth from the impact of technology. Our job at sparks & honey is to understand the accelerators, balancers and patterns that are driving exponential cultural change in the near term and foreseeable future.  Our team of cultural strategists and curators works with leading brands and thought leaders to apply these trends and use them as a catalyst for disruptive innovation.

We eat culture for breakfast in order to understand the value of emerging fringe signals, cultural shifts and explosive doubling patterns. While monitoring thousands of inputs and mapping and scoring them, we have identified 8 rapidly accelerating trends that will shape institutions, governments, businesses and everyday consumers.

We have consolidated these trends into short vignettes, in order to share a curated snapshot of what will either create great opportunities or unexpected challenges. This report covers Cyborg Marketing. We hope you engage us in the debate and exploration on how these exponential trends will shape your business and the World. 

Please enjoy and share this eighth of eight free reports. The discussion will also continue in our core social channels - https://twitter.com/sparksandhoney, http://bigthink.com/blogs/amped and https://www.facebook.com/sparksandhoney.

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  • 1. Cyborg Marketing: ALove StorySpring 20138 Exponential Trends That Will Shape Humanity7 of 8
  • 2. “We now rely on“externalbrains” (cell phonesand computers) tocommunicate,remember, even liveout secondarylives.”- Amber Case
  • 3. We live in a time of great abundance and unparalleled possibilities fueled byexponential growth from the impact of technology. Our job at sparks & honey is tounderstand the accelerators, balancers and patterns that are driving exponential culturalchange in the near term and foreseeable future.  Our team of cultural strategists andcurators works with leading brands and thought leaders to apply these trends and use themas a catalyst for disruptive innovation.We eat culture for breakfast in order to understand the value of emerging fringe signals,cultural shifts and explosive doubling patterns. While monitoring thousands of inputsand mapping and scoring them, we have identified 8 rapidly accelerating trends that willshape institutions, governments, businesses and everyday consumers.We have consolidated these trends into short vignettes, in order to share a curated snapshotof what will either create great opportunities or unexpected challenges. This reportcovers Cyborg Marketing.We hope you engage us in the debate and exploration on howthese exponential trends will shape your business and the World. Please enjoy and share this eighth of eight free reports.The discussion will also continue inour core social channels - @sparksandhoney, www.bigthink/blogs/amped andwww.facebook.com/sparksandhoney.info@sparksandhoney.com
  • 4. Our blind spot comes from the factthat we have lived in a linear world.But today’s changes are exponential.image sourceExponentialLinear
  • 5. 1. Century ofCity States2. Future of Education 4. 3D Printing3. Citizen Doctor7. Ancient Wisdom 8. Cyborg Marketing6. ConsciousBrandsCyborg MarketingPart 8 in the series: 8 Exponential Trends that will Shape Humanity5. QuantifiedEverywhere
  • 6. Cyborg Marketing: A Love StoryEnhanced humans are not science fiction. They are your consumer, today. While it may seemlike science fiction, we have already begun the evolution into cyborgs (a being with both organicand technological parts). Although the singularity is not predicted to happen until 2045, in thenear future we will see a rapid coupling of humans and technology.
  • 7. Mobile Assistants: Our lives have been dramatically improved byour tightly bound relationships with these indispensable “mobilebrains.” And it’s just the beginning.58.5%of the total US population will have asmartphone by 2016cyborg marketing
  • 8. Wearables Become a Must Have: Smart glasses, health andfitness devices and other smart accessories are poised to becomean common part of life that make everything easier.70 millionsmart wearable devices will be sold in 2017cyborg marketing
  • 9. Becoming Superman: Going beyond simple wearables, humans willaugment every possible aspect of their capabilities. Bionic exoskeletonswill evolve from a technology used to assist the disabled to an electivetool to exponentially increase physical strength.cyborg marketing
  • 10. Hacking the Human Body: The Grinder movement is taking humanenhancement to an entirely new level by actually hacking the physical body.By implanting magnets (amongst other technology) into their fingers, usersare able to feel the invisible electromagnetic waves around them.cyborg marketing
  • 11. Nanotechnology: As technology shrinks, gets cheaper, and canbe manipulated on the nano scale, physical and mentalaugmentation will disappear inside the body. Technology becomesinvisible and frictionless.cyborg marketing
  • 12. Cyborg Racism: It’s inevitable that a significant portion of humanity will evolveinto some form of a cyborg. As illustrated by the recent instances of Google Glassbeing banned and the attack against cyborg pioneer Steve Mann, it’s alsoinevitable that there will be conflicts between the augmented super humans andthe unadorned.cyborg marketing
  • 13. Look Who’s Coming to Dinner: With humans becoming completelyintertwined with technology, it becomes a logical conclusion that human-robot relationships will happen. From personal assistants to sexbots, it willbecome normal to have trusted robot companions.cyborg marketing
  • 14. cyborg marketing implicationsDesign for the “5th Screen”: Marketers today design communications for multiple screens (TV,computers, tablets, mobile) each requiring tailored UX. Google Glass type wearable devices introduced anew screen into the mix. Think: how will your website look on Google Glass or other wearables?Brands Will Need to be in the Software Business: As brands develop their digital presenceand enhance engagement with consumers on devices, they will find themselves needing to developadvanced software and apps. Consideration about how products and services interact with the cyborg’sdigital nervous system will need to be front of mind.Enhanced Humans as a New Cohort: Whether consumers elect to have bionic surgery (imaginethe badge-value potential), or have their bodies augmented out of necessity, there will be a growing divideof “haves” and “have nots”; it’s conceivable that consumers that have tech-enhanced bodies will haveunique needs (beyond maintenance and upgrades) requiring segmentation.Technological Class Gap: We already see a technological class gap amongst consumers drivingupgrades of smart phones and tech gadgets; it’s possible that the future will see a widening of this gapbetween cyborgs and regular humans.Transmedia Telepathy and Storytelling: Marketing becomes a truly immersive experiencethroughout the augmented physical and mental space.Job of the Future?Elective Bionic SurgeonWhile bionic limbs and implanted technology are now only used in cases of medical necessity, look for the practice to becomemainstream in the future as humans aim to further enhance performance.
  • 15. p.Cyborg Marketing: ALove Story TopicClustersContentNetworkTopicCluster Manifestationimage sourceCyborgMarketing: ALove StoryNEW SOCIALSYSTEMSRobot & FrankAdvertisers Next Target:Your BrainwavesThe Mask that MapsPollution Across the CityNearly 1 in 10 Americans WouldHave Sex With a Robot2045 InitiativeThe Next Step to OurCyborg Future? Fierce,Fabulous Smart NailsCould ComputersSomeday InteractDirectly with the HumanBrain?Bebionic Prosthetic HandContinues To Amaze In LatestVideoGoogle Wants Warby Parker ToHelp Make Its Glasses LessDorkyThese Super-LightPolymer Lenses MayEventually ReplaceHuman CorneasResearchers Merge LivingCells With Nanowires ToCreate FunctionalCyborg TissueDARPA Working on Low-CostRobot Hands, Aims to MakeYours Even More IdleHumanoid Robot HelpsTeach Children WithAutismRobotRelationshipsROBO-POCALYPSEThe NewMiddleClassQUANTIFIEDSELFExtendingOur SensesMindControlSUPERHUMANExtendingOur Senses
  • 16. At sparks & honey we track and analyze thousands of cultural data sources in real time, incorporating live data feeds from numerous APIs as well ashundreds of offline sources. Using a proprietary Culture Mapping Platform, we monitor cultural bursts, identify clusters of activity and trends, score theirenergy levels, project their lifespans and analyze their cultural resonance. This intelligence helps brands understand and connect with popular culture inorder to make more strategically informed business decisions.Our platform incorporates three different frameworks to structure and contextualize raw data:CONTENT NETWORKSENERGY SCORE&PREDICTION SCOREDNAA mapping system used to model dynamic,interconnected webs of cultural activity.The Energy Score is rated on a scale of 1-5. Itreflects the speed of reach and volume of buzz,and incorporates a ranking of influencer activitythat includes reach, resonance and relevance.A unique set of attributes that describes thecore concepts of each trend.same-sex marriageequalitycorporate supportloveacceptanceENERGY PREDICTIONThe Prediction Score is rated on a scale of1-40. It reflects anticipated duration of atrend.16Methodology
  • 17. Some of the other trendsthat we are tracking:Digital DetoxIncognitoLife LogicNew New HollywoodNanotechnologySnackMediaNew Wave of Big Data
  • 18. INDUSTRY REPORTS• Competitive Assessment Report• “Future Of” Report• In-Depth Industry Report• Innovation Report• Media & Technology Usage Report• Up & Coming Celebrity ReportSTRATEGYWORKSHOPSDeep-dive sessions wherewe focus on innovationopportunities for yourspecific brand based uponfringe signals and culturalconversations.25+ report-types that helpyou translate high-energycultural moments intovaluable opportunities foryour brand including:WAVE BRANDINGProven methodologyfor creating, approving,launching anddistributing contentrapidly to takeadvantage of culturalmoments.SOCIAL MEDIACommunity Management‣ Fan/Follower Acquisition‣ Channel Management & Administration‣ On-going Fan/Follower Engagement‣ Social Media InfrastructureSocial Media Insights & Analytics‣ Sentiment Analysis‣ Industry Insights‣ Content PerformanceInfluencer Programs & Content Distribution‣ Cultural Influencers & Affiliates‣ Blogger Outreach‣ Content DistributionContent Creation & Campaign Integration‣ 360 Campaign Integration‣ App Development‣ PR Support Programs (pre-buzz, live coverage,post-event buzz)Applying the Wave Branding cultural platform, sparks & honey has can support:Sparks & Honey Offerings
  • 19. Sign up on our website to receive updates and future reports:sparksandhoney.comFor more information:212.894.5100info@sparksandhoney.com@sparksandhoneybigthink.com/blogs/ampedfacebook.com/sparksandhoneysparksandhoney.tumblr.com/