Welcome to digital brand language
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How would it be if we could talk to a friendly Smilla about the latest Swedish dishes?
Would she, in that case, be able to tell the thawing time for an almond cake and the optimal core temperature for an elk steak? Or, what if interior enthusiast Thore read out building instructions to us in the afternoon — just to immediately reorder missing screws and extra modules in case of doubt?
Perhaps even a daily portion of “hej”, “tack” and “smaklig måltid” will help us know the most important phrases before the next vacation in Sweden. It is service, it is knowledge, it is life! It is a brand, which speaks — and thus becomes human.
Sonos is learning to live, IKEA is learning digitization. We learn brand perception in a completely different sense, literally. Now, the last tiny missing piece is AI magic, which turns the lamp with sound effect into a voice assistant that can do more than just control music playback and lighting. And is built for more than just executing commands.
It's obvious: We're hungry for more. We want to integrate beloved brands into our everyday lives — via various touchpoints with real emotional added value. We want to hear brands, not just see them.
Actually, we'd really like to talk to brands.
That is why we — as Brand experts and self-confessed consumers — are incredibly excited to see the next "aha moment" coming. Because we have no doubt that it IS coming. To put it in Swedish: Ingenting är omöjligt.
Source/press release:
IKEA Germany GmbH & Co. KG, 2019: IKEA and Sonos are putting sound in a new light.
