The document discusses the development of a product called Escend, which aims to facilitate natural emotional enhancement. Research presented includes discussions of human-technology merging, the importance of emotional intelligence, and how technology may play a role in human extinction. The brand character of Escend is defined as hopeful, caring, and encouraging. A naming process is described where "Escend" represents transcending emotions and connecting them to intelligence. Market research includes examples of humanizing business approaches on Twitter and promoting products through locally active micro-interactions. Analytics from tweet campaigns and a podcast/video introducing Escend are also mentioned.

1. Escend - Product Pitch Robert Dolen
FA 102a, Research, Product
Proposal and TransMedia
Explorations
Robert Dolen

2. Escend - Product Pitch Robert Dolen
Assignment One, Research
“How we’ll end up merging with our technology”
- Ray Kurzweil, Book Review of Heart of the Machine
http://www.kurzweilai.net/new-york-times-book-review-how-well-end-up-merging-with-our-technology

3. Escend - Product Pitch Robert Dolen
Assignment One, Research
“Artificial intelligence is emotional
intelligence.”

4. Escend - Product Pitch Robert Dolen
Assignment One, Research
“Like any other
species, we are the
product of millions of
years of evolution.”
“We will transcend all of the
limitations of our biology. That is
what it means to be human — to
extend who we are.”
http://www.kurzweilai.net/national-geographic-beyond-
human-how-humans-are-shaping-our-own-evolution

5. Escend - Product Pitch Robert Dolen
Assignment One, Research
“I think human extinction will
probably occur, and
technology will likely play a
part in this.”
“I think they’re really improving [AI]
at an accelerating rate, far faster
than people realize.” – Elon Musk
http://www.kurzweilai.net/vanity-fair-elon-musks-billion-dollar-crusade-
to-stop-the-ai-apocalypse

6. Escend - Product Pitch Robert Dolen
Assignment One, Research
Escend - Natural
Emotional Enhancement
• All Natural
• Can be stylish or utilitarian
• Facilitated by the body
• Increased emotional attachment = increased critical thinking

7. Escend - Product Pitch Robert Dolen
Assignment One, Research
Naming Process - Escend
“We will transcend all of the
limitations of our biology. That is
what it means to be human — to
extend who we are.”
Pronounced “E-Send,” it
represents the ascension of
emotion in the body in relation
to the connection of emotion
and mental intelligence.
• “Transcend”
• “Emotion”

8. Escend - Product Pitch Robert Dolen
Assignment One, Research
“The Hurry and the
Harm”
- City and Colour
• “Everyone wants everything /
No matter the cost, we’re
longing to live in a dream.”
• “I only want oh, simple things /
Mourning the lost and what
could have been.”
• “When did I let go to all that I
used to know?”
https://www.azlyrics.com/lyrics/cityandcolour/thehurry
andtheharm.html

9. Escend - Product Pitch Robert Dolen
Assignment One, Research
Brand Character Diagram
Escend
Persona Purpose
Language Tone
Hope
Caring
Positive
Dream
Influence
Inspire
Conquer
Incite
Live
Heart
Encourage
Matter

10. Escend - Product Pitch Robert Dolen
Assignment One, Research
Humanizing the
Business
Approach
• Consumer choice/influence
• Direct shifting of price and
product from live feedback
• Encourages participation
https://www.brandwatch.com/blog/best-twitter-campaigns-why-they-work/
http://www.thedrum.com/news/2016/05/24/snickers-and-711-team-interactive-hungerithm-twitter-campaign
#hungerithm Twitter campaign - Snickers

11. Escend - Product Pitch Robert Dolen
Assignment One, Research
Locally active & micro-level interaction
Locally active &
micro-level
interaction• A “down-to-earth” approach
• Directly appeals to specific
demographic
• Solves a problem in a uniqueway
(quaint, personable,friendly)
http://stevemendonca.com/luvs-lullaby-lift/
http://creativity-online.com/work/luvs-lullaby-lift/33145

12. Escend - Product Pitch Robert Dolen
Assignment One, Research
Repeating Tweets
“Followers aren’t up
online on twitter all
day... They are
likely to miss your
great news.” “Yes, it’s unpopular with the social media
purists, but if 94% of tweets are RT’d within
the first hour, you need to tap into multiple
Twitter audiences throughout the day.”
http://www.wiselytics.com/blog/should-you-repeat-your-
tweets-facts-and-figures-from-1m-tweets/
https://mavsocial.com/the-art-of-repeating-tweets/
http://www.convinceandconvert.com/social-media-
measurement/six-timely-tips-for-twitter-success/

13. Escend - Product Pitch Robert Dolen
Assignment One, Research
Tweet #1:
(Humanizing the
Business Approach)

14. Escend - Product Pitch Robert Dolen
Assignment One, Research
Tweet #2:
(Locally Active &
Micro-Level
Interaction)

15. Escend - Product Pitch Robert Dolen
Assignment One, Research
Tweet #3:
(Repeating Tweets)

16. Escend - Product Pitch Robert Dolen
Assignment One, Research
bit.ly Analytics

17. Escend - Product Pitch Robert Dolen
Assignment One, Research Twitter Analytics

18. Escend - Product Pitch Robert Dolen
Assignment One, Research Twitter Analytics
Top Tweets:

19. Escend - Product Pitch Robert Dolen
Assignment One, Research
https://designfa102a.wordpress.com/2017/10/30/escend-podcast-intro/

20. Escend - Product Pitch Robert Dolen
Assignment One, Research Letterform Images:

21. Escend - Product Pitch Robert Dolen
Assignment One, Research
Podcast Intro Original Video
https://youtu.be/MEqOxIp0VDM
Video Link:

22. Escend - Product Pitch Robert Dolen
Assignment One, Research
Podcast Intro Experimental Video
Video Link:
https://youtu.be/QIFcRoq2-GI