An introduction to Brand Layers@helloskive
Let’s start with a story
Let’s start with a storyOnce upon a time..
The physical and digital world werealmost entirely separate
Their paths would rarely cross...
You had one agency for yourtraditional “physical” media
And one for your digital
Then the QR code arrived!
Advertising has never been so ugly 
Now we could join the digital and physical           worlds together...
QR codes could launch a mobile site, a       map, a video and SMS!
AMAZING
Sort of...
The only problem is that QR codes are anightmare to use
This is an example from a major British newspaper. Try            reading the instructions below…
It couldn’t be any harder if we tried
I saw this ad on the tube for thedating site“Be Naughty” had a QR code on it
In order for this to work it would involve  someone holding up their phone to theadvert and declaring “I can’t get a date!...
Then Google changed thegame forever
Google Goggles!!
It’s not just Google who are innovating in this space
Aurasma are anexciting Britishcompany alsodeveloping an intrinsiclink between thephysical world anddigital content…
So what?So what?
To put this in context we must see how much weare becoming dependent on our phones.
Here is a recent article that exemplifies this…
http://www.telegraph.co.uk/news/uknews/8435019/Ramblers-who-rely-on-iPhones-to-navigate-increase-rescue-call-outs-by-50-pe...
http://www.telegraph.co.uk/news/uknews/8435019/Ramblers-who-rely-on-iPhones-to-navigate-increase-rescue-call-outs-by-50-pe...
http://www.telegraph.co.uk/news/uknews/84    35019/Ramblers-who-rely-on-iPhones-to-    navigate-increase-rescue-call-outs-...
http://www.telegraph.co.uk/news/uknews/84This is approaching a “life critical” stage         35019/Ramblers-who-rely-on-iP...
There arecurrently 4438“medical” appsin the Apple AppStore.
Our dependence onour phones will leadto……a seismic shift inhuman behaviour
We will have a Digital Expectationof the real world
Our reflex will be to point our mobiledevices at the world to tell us what weare looking at
What will will see?
We will see layers
Brands will want to own this space.
..and create their ownBrand Layers!
Here are the beginnings of a Brand Layer Skive created for Nestlé On the back of the KitKat wrapper we placed a marker, th...
Cadbury have taken this one step further byadding a gaming level to their brand layers.
Layar is the original Brand Layer maker butrecently their business model has changed from an AR search engine to making di...
Here we see a festival poster   which has a   Brand Layerwhich allows you to buy a ticketdirectly from the     poster…
Goggles Shops
French Connection are trialing the use of Google        Goggles with their shop fronts.Now their window displays link dire...
Tesco have already started capitalising onpeople’s “digital expectation of the real world” byallowing users to shop direct...
By using the QR codes on the posters they can addindividual items to their online shopping baskets    to be delivered to t...
What’s next?
Handsfree...
We will see brand layers without the          need for a phone
We will see brand layers without the          need for a phone  (yes, you’ll have to wear glasses)
We will see brand layers without the          need for a phone  (yes, you’ll have to wear glasses)  And here’s a glimpse i...
I’m only joking...
The Wrap™ 920AR augmented reality eyewear
ConclusionConsumers are developing a digital expectationof the real worldYour products and advertising will be windowsto a...
Thank You…hello@skive.co.uk@helloskive
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Brand Layers

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Introduction to brand layers.

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Brand Layers

  1. 1. An introduction to Brand Layers@helloskive
  2. 2. Let’s start with a story
  3. 3. Let’s start with a storyOnce upon a time..
  4. 4. The physical and digital world werealmost entirely separate
  5. 5. Their paths would rarely cross...
  6. 6. You had one agency for yourtraditional “physical” media
  7. 7. And one for your digital
  8. 8. Then the QR code arrived!
  9. 9. Advertising has never been so ugly 
  10. 10. Now we could join the digital and physical worlds together...
  11. 11. QR codes could launch a mobile site, a map, a video and SMS!
  12. 12. AMAZING
  13. 13. Sort of...
  14. 14. The only problem is that QR codes are anightmare to use
  15. 15. This is an example from a major British newspaper. Try reading the instructions below…
  16. 16. It couldn’t be any harder if we tried
  17. 17. I saw this ad on the tube for thedating site“Be Naughty” had a QR code on it
  18. 18. In order for this to work it would involve someone holding up their phone to theadvert and declaring “I can’t get a date!”* and also realising that the QR code was entirely useless without any internet connectivity (on the tube)
  19. 19. Then Google changed thegame forever
  20. 20. Google Goggles!!
  21. 21. It’s not just Google who are innovating in this space
  22. 22. Aurasma are anexciting Britishcompany alsodeveloping an intrinsiclink between thephysical world anddigital content…
  23. 23. So what?So what?
  24. 24. To put this in context we must see how much weare becoming dependent on our phones.
  25. 25. Here is a recent article that exemplifies this…
  26. 26. http://www.telegraph.co.uk/news/uknews/8435019/Ramblers-who-rely-on-iPhones-to-navigate-increase-rescue-call-outs-by-50-per-cent.html
  27. 27. http://www.telegraph.co.uk/news/uknews/8435019/Ramblers-who-rely-on-iPhones-to-navigate-increase-rescue-call-outs-by-50-per-cent.html
  28. 28. http://www.telegraph.co.uk/news/uknews/84 35019/Ramblers-who-rely-on-iPhones-to- navigate-increase-rescue-call-outs-by-50- per-cent.htmlOur reliance on our mobile phones has gone through the roof
  29. 29. http://www.telegraph.co.uk/news/uknews/84This is approaching a “life critical” stage 35019/Ramblers-who-rely-on-iPhones-to- according to Google navigate-increase-rescue-call-outs-by-50- per-cent.html
  30. 30. There arecurrently 4438“medical” appsin the Apple AppStore.
  31. 31. Our dependence onour phones will leadto……a seismic shift inhuman behaviour
  32. 32. We will have a Digital Expectationof the real world
  33. 33. Our reflex will be to point our mobiledevices at the world to tell us what weare looking at
  34. 34. What will will see?
  35. 35. We will see layers
  36. 36. Brands will want to own this space.
  37. 37. ..and create their ownBrand Layers!
  38. 38. Here are the beginnings of a Brand Layer Skive created for Nestlé On the back of the KitKat wrapper we placed a marker, the user wasdriven to the Kitkat.co.uk where they could experience unique content
  39. 39. Cadbury have taken this one step further byadding a gaming level to their brand layers.
  40. 40. Layar is the original Brand Layer maker butrecently their business model has changed from an AR search engine to making direct response brand layers A smart move.
  41. 41. Here we see a festival poster which has a Brand Layerwhich allows you to buy a ticketdirectly from the poster…
  42. 42. Goggles Shops
  43. 43. French Connection are trialing the use of Google Goggles with their shop fronts.Now their window displays link directly to digital content giving context to the display but also giving opportunities to purchase.
  44. 44. Tesco have already started capitalising onpeople’s “digital expectation of the real world” byallowing users to shop directly from their posters.
  45. 45. By using the QR codes on the posters they can addindividual items to their online shopping baskets to be delivered to their home later that day.
  46. 46. What’s next?
  47. 47. Handsfree...
  48. 48. We will see brand layers without the need for a phone
  49. 49. We will see brand layers without the need for a phone (yes, you’ll have to wear glasses)
  50. 50. We will see brand layers without the need for a phone (yes, you’ll have to wear glasses) And here’s a glimpse into what they will look like...
  51. 51. I’m only joking...
  52. 52. The Wrap™ 920AR augmented reality eyewear
  53. 53. ConclusionConsumers are developing a digital expectationof the real worldYour products and advertising will be windowsto a digital world
  54. 54. Thank You…hello@skive.co.uk@helloskive

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