Category: web of no web | 無處不在的技術 | 보급 기술 | 普及したテクノロジー
The web of no web came out of a course that I taught at the La Salle School of Business at the University Ramon Llull in Barcelona on interactive media to a bunch of Spanish executive MBA students. The university wanted an expert from industry and they happened to find me by happenstance. I remember contact was made via LinkedIn.
I spent a couple of weeks putting together a course. But I didn’t find material that covered many of things that I thought were important and happening around us. They had been percolating around the back of my mind at the time as I saw connections between a number of technologies that were fostering a new direction. Terms like web 2.0 and where 2.0 covered contributing factors, but were too silo-ed
So far people’s online experience had been mediated through a web browser or an email client. But that was changing, VR wasn’t successful at the time but it was interesting. More importantly the real world and the online world were coming together. We had:
Mobile connectivity and wi-fi
QRcodes
SMS to Twitter publishing at the time
You could phone up Google to do searches (in the US)
Digital integration in geocaching as a hobby
The Nintendo Wii controller allowed us to interact with media in new ways
Shazam would listen to music and tell you what song it was
Where 2.0: Flickr maps, Nokia maps, Yahoo!’s Fireeagle and Dopplr – integrated location with online
Smartphones seemed to have moved beyond business users
Charlene Li described the future of social networks as ‘being like air’, being all around us. So I wrapped up all in an idea called web of no web. I was heavily influenced by Bruce Lee’s description of jeet kune do – ‘using way as no way’ and ‘having no limitation as limitation’. That’s where the terminology that I used came from. This seemed to chime with the ideas that I was seeing and tried to capture.
Six hundred pairs of Nikes in a custom-built house
The six hundred pairs of Nikes are owned by a Japanese lady who now is head of marketing for Ugg in Japan. Previously she’d spent over 20 years in sales and marketing for Nike. Her house was designed around her shoe collection and the double height ceiling in the room to host the six hundred pairs is worth watching for alone. There are more than six hundred pairs. Some of the stories about the six hundred pairs of shoes are fascinating such as how Nike Air Max 95s were responsible for thefts and muggings in Japan.
Tom Ford
Everyone needs a Tom Ford in their life. From personal life hacks to interior design and grooming all in the space of a few minutes. This sounds as if the interview as done around about the time that Ford was bowing out of his fashion and beauty businesses.
Gibbs SR toothpaste
Along with Close Up and Aquafresh; Gibbs SR toothpaste was one of the toothpastes I remember most from childhood. Unilever bundled it eventually into Mentadent and it was quietly taken off the UK market in 2018.
I didn’t realise that Gibbs SR toothpaste was the first advertisement shown on British television. UK law had changed the previous year allowing for commercial television. The creative behind the ad was Brian Palmer of Young & Rubican (now VML).
So, I was listening to the Uncensored CEO podcast Jon Evans when he had Les Binet and Sarah Carter on. One of them mentioned that the above ad was tested recently and scored top scores. It might be novelty, but is unlikely to be nostalgia that drove this test score. What’s more interesting it that Y&R managed to get the creative so high performing decades before the kind of tools that we have now.
Hyper-reality
Keiichi Matsuda took what Apple would call spatial computing to its logical conclusion in this 7 year old film HYPER-REALITY. There are a number of clever aspects to it. Watch when the device reboots in the supermarket and the glyph wearing criminal who escapes identification by the system.
In reality, hardware will restrict how useable that these products will be. Which is the reason why the Apple Vision Pro looks so cumbersome. More related content here.
John Glenn
Great interview with Mercury and Apollo programme astronaut John Glenn covering different aspects of his experience as an astronaut. We hear how astronauts became so involved in the engineering and safety aspects of the Mercury and Apollo programmes.
My mind cast back to one of the first modules I studied at college. There was a lecture on the role of complaint resolution as part of customer services. The idea was that effective complaint resolution engendered trust in a customer service function and was more likely to increase brand loyalty and recommendation to other people. In reality Ehrensberg-Bass Institute have explored this area in more depth and found that customer penetration is more important than customer loyalty.
US National Archives: Approaching Logan Airport. 05/1973 by Michael Manheim
I suspect that the benefit in complaint resolution is more around a premium brand positioning rather than the business benefits of loyalty. This is an interesting frame to consider AirHelp’s global airline ranking. Unlike SkyTrax that focuses on experience, AirHelp weighs its ranking heavily on complaint resolution.
British Airways came 82nd out of 83 airlines assessed, which won’t be a surprise to anyone who has flown with them over the past four years.
Many airlines that would have a high SkyTrax service ranking, didn’t perform as well on complaint resolution.
So there wasn’t a clear correlation between experience resolving lots of customer complaints or a highly evolved service offering.
Emerging car brands scrutinised by Bloomberg and Grant Thornton | Manufacturer – “Chinese brands are dominating the scene with good products, big screens, and impressive interfaces.” However, the challenge arises when considering pricing, as Chinese EVs like the XPeng’s G9 SUV was 72,000 euros competing against the likes of BMW and Mercedes. So they’re going to find it very, difficult and it’s going to come down to price.” Dean pointed out MG’s success in the UK market was achieved by hitting exactly the right sweet spot in terms of pricing. The MG ZS, the second-best-selling battery electric vehicle in the UK, is priced at an average of £31,000, making it compelling in terms of competitive pricing especially in a country where consumers are not fiercely loyal to specific brands. – interesting reading. The way for Chinese vendors to win would be to have Chinese incentivised lease financing, particularly in a time of higher interest rates a la Huawei in the telecoms markets.
American men are dying younger. – by Richard V Reeves – I just don’t think this can be addressed in the current climate of othering and privilege. It would be like trying to hold a meaningful discussion on immigration a few decades ago.
Xi in Nanning; Shanghai and Beijing real estate tweaks; More Hong Kong bounties; Sim Love | Sinocism – the Hong Kong puts bounty on the head of US citizen who has criticised the Hong Kong government in the US. They are all ethic Chinese. So China and the Hong Kong government think that ethnic Chinese wherever they are should be loyal to their respective administrations – in essence their face is their passport. Not even Israel does something similar with the the world’s Jewish community, or Ireland with our diaspora.
Innovation
Quantum Breakthrough: Caltech Scientists Unveil New Way To Erase Quantum Computer Errors – Researchers from Caltech have developed a quantum eraser to correct “erasure” errors in quantum computing systems. This technique, which involves manipulating alkaline-earth neutral atoms in laser light “tweezers,” allows for the detection and correction of errors through fluorescence. The innovation leads to a tenfold improvement in entanglement rates in Rydberg neutral atom systems, representing a crucial step forward in making quantum computers more reliable and scalable.
The inspiration for this post on FOOH (fake out of home advertising) was Ryan Wallman’s marketing predictions for 2024 on LinkedIn. In particular two of his five predictions
2. Someone will post a viral ad that is a) fake and b) terrible. Hundreds of people will comment: ‘Genius!”
5. Marketers will try to emulate the success of Barbie but will completely misconstrue its relevance to their brand, culminating in a series of fucking stupid and totally unsuccessful stunts.
Ryan Wallman
As with many marketing predictions, they are equally applicable for 2023 as well as next year (and probably several years on).
These two particularly resonated with me, due to the current trend of FOOH. This is where a creative agency has put together photography or video showing an out of home execution that doesn’t exist.
These aren’t concepts that have been mocked up for a client to show them how indicate how their campaign would look when activated. Or as a creative calling card by an agency or team to catch the eye of a new client a la the famous Volkswagen Polo car bomb advert which leaked out on to the general public.
Instead, they are created with the express intent with fooling a good deal of the public that the execution is real. In the case of Maybelline, it was pushed out on third party influencer accounts on TikTok and YouTube as ‘truth’.
Other examples
The Popeyes and Truff collaboration campaign can be seen here. British Airways mocked up a billboard at the Glastonbury festival, but wouldn’t have been able to buy the space even if it wanted to.
The Independent were fooled by Jacquemus with these FOOH-ed giant handbags. It is particularly interesting that a mainstream news media channel was fooled.
And I find that troubling for a number of reasons. And let’s illustrate this through a quick thought experiment.
The John Holmes thought experiment
You probably don’t know me, I am an overweight white male with a shaven head and distinctly average in every physical way.
A quick John Holmes primer
John C Holmes via Wikipedia
The late Mr Holmes was taller than me. He was an army veteran and then worked a number of blue collar jobs from ambulance driver to factory worker and forklift truck driver. He eventually hit a patch of unemployment and agreed to do nude modeling and appear in pornographic films. At the time these films were closely linked with organised crime in the US. Times things changed. During the early 1970s the industry saw a golden age where porn films became mainstream culture. Roger Ebert reviewed these films for the Chicago Sun-Times and his peers did similar at the likes of the New York Times.
Holmes became a popular culture figure and his name spread far wider than the viewership of his films. Mark Wahlberg’s character in Boogie Nights is heavily influnced by John Holmes. He was famous for his penis size.
For the latter part of his adult life he was an addict, which affected his ability to work. The movie Wonderland dramatises a low point in Holmes life and his association with murder of the Wonderland drug gang.
Back to the thought experiment
By some strange incident, a video of me stepping out of the shower and then putting a towel happens to be made. A creative chum decides to make lemonade from these lemons and uses <insert generative AI video tool du jour here> to create a realistic looking, but fake, appendage.
Nothing has changed, I am still as I introduced myself earlier, distinctly average in every physical way. Then I add it to a dating profile. In my opinion it would be both unedifying and distinctly dishonest. This is what brands are doing when they create FOOH campaigns to generate social currency (virality, talkability etc).
Authenticity
These videos and photos are demonstrations of creative craft and creativity, but good judgement asks not only can something be done, but should it be done. It’s often not part of an ad format that makes it clear that the image isn’t ‘real’ and there is no ‘wink-wink’ moment to bring the audience in on the truth. This isn’t ‘truth well-told’ as advertising as McCann the advertising agency would have put it.
Brands step across the line of believability, inevitably letting consumers down.
Authenticity vs. fakery
While FOOH showcases the incredible capabilities of CGI and digital storytelling, so do 3D digital billboards. 3D billboards do it in a more honest, authentic and entertaining way. The Air Max Day billboard campaign in Tokyo would be genuinely memorable, creating a sense of wonder and generate talkability.
By comparison FOOH is a fiction cosplaying as reality. FOOH raises questions about the authenticity of the brand experience itself. Advertisers push the boundaries of what is possible with a minimum spend. These simulations of awe-inspiring moments dilute the credible real-life experiences we’ve come to appreciate. Authenticity is a pivotal factor in establishing trust between a brand and its audience. What does it say about the brand as a corporate citizen, when they are normalising fraud, lies and astro-turfing on social platforms? We have enough problems in the media eco-system already, without brands making it worse. FOOH can be seen as a manifestation of brand sociopathy.
Walmart has built over 100 Walmart store of the future designs. Some of the elements seek emulate the best bits of Target with seasonal low priced items close to the door and a more experiential approach to merchandising.
Mike Mozart
Some of the other changes in the Walmart store of the future include QRcodes on signage and a Walmart smartphone app for self-checkout show a blending of real world and digital, or as we like to call it here, the web of no web.
CIA director William Burns
CIA William Burns gave this wide ranging talk in February 2023. It seems apropos to share it here. Burns was involved in the Middle East before and through much of GWoT (global war on terror). Burns commentary on the Middle East at the time is very much worthwhile about thinking about now. Burns’ book The Back Channel was frank about his failings as well as successes when it was published back in 2021.
Burns handled the Ukraine conflict particularly well in the early stages. His comments on Israel and Palestine look particularly prophetic now, even though western intelligence agencies were shocked by what happened on October 7, 2023.
I’m sorry to be so uplifting today about the international landscape, and I also have to say that, you know, in the conversations I had with Israeli and Palestinian leaders, you know, I think it left me quite concerned about the prospects for even greater fragility and even greater violence between Israelis and Palestinians as well. You know, I was, as Barbara mentioned, a senior U.S. Diplomat 20 years ago during the Second Intifada, and I’m concerned, as are my colleagues in the intelligence community, the lot of what we’re seeing today has a very unhappy resemblance to some of those realities that we saw then too.
William J Burns
Operation Shady RAT
How an experimental honey pot simulating computerised industrial systems reveal the long term hacking programme done by APT 1 for the Chinese government. The RAT in question was a ‘remote access trojan’ piece of malware.
Irish radio broadcasting
RTÉ, the Irish public broadcaster started broadcasting radio programmes in 1926. At the time it was called 2RN, it became by Radio Athlone, which was eventually called Radio Éireann in 1938. The ‘T’ came in after to the first television broadcasts in 1961.
RTÉ was central to my identity as an Irishman spending a good deal of my childhood in Britain – my culture, language and literature came through the speakers. The programmes now conveyed online offer my parents an information lifeline to everything happening at home since the long wave and medium wave radio services were shut down. This documentary from 2001 reflects one the first 75 years of Irish radio broadcasting.
Greg Lukianoff and Rikki Schlott: The Canceling of the American Mind
Talk at the Churchill Club of California about their book The Cancelling of the American Mind. It is interesting hear Rikki Schlott reference The Coddling of The American Mind, which Lukianoff co-wrote with Jonathan Haidt. In Cancelling the authors look to document some of the failings in how cancel culture works on campus and in the workplace. It is much more of a partisan work than Coddling, mainly because it driven by Foundation for Individual Rights in Education. The comparison to the red scare of the 1950s are interesting.
Old money style has been a pre-occupation behind the recent fascination with quiet luxury a la Zegna and Loro Piana.
Loro Piana advertising
The fascination with old money style isn’t new. Streetwear brands and hip-hop culture borrowed from preppy style over the years. Brands like Stüssy, A Bathing Ape, Phat Farm and Sean Jean had pieces that aped preppiness – a second old money style. Prior to Phat Farm, Ralph Lauren had trodden the same path and it inspired ‘Dad style’ in Japan.
Barbour jackets moved off the grouse moors and on to the backs of yuppies in the 1980s and 1990s UK – an urban preoccupation that is still maintained today.
Normcore is the practice of wearing great fashion basics that aren’t heavily branded. More related content can be found here and here.
Harry Farrell and Abraham Newman on the weaponisation of the global financial and trade system highlighted in their book Underground Empire. If I had one criticism it would be viewing this purely as an American trait. A classic example would be Chinese policies (cyber-sovereignty, shadow trade sanctions, coerced technology transfer), Russian food terrorism or EU sanctions on Russia.
Bill Gates feels Generative AI has plateaued, says GPT-5 will not be any better | Technology News – The Indian Express – Gates also predicted that in the next two to five years, the accuracy of AI software will witness a considerable increase along with a reduction in cost. This will lead to the creation of new and reliable applications. Interestingly, he also said that he anticipates a stagnation in development initially. The billionaire said that, with GPT-4, the company has reached a limit, and he does not feel that GPT-5 will be better than its predecessor.
