Category Marketing

A New Cult of Pseudo-Futurists

Via The NY Times, by Ashlee Vance:

ON a Tuesday evening this spring, Sergey Brin, the co-founder of Google, became part man and part machine. About 40 people, all gathered here at a NASA campus for a nine-day, $15,000 course at Singularity University, saw it happen.

While the flesh-and-blood version of Mr. Brin sat miles away at a computer capable of remotely steering a robot, the gizmo rolling around here consisted of a printer-size base with wheels attached to a boxy, head-height screen glowing with an image of Mr. Brin’s face. The BrinBot obeyed its human commander and sputtered around from group to group, talking to attendees about Google and other topics via a videoconferencing system.

The BrinBot was hardly something out of “Star Trek.” It had a rudimentary, no-frills design and was a hodgepodge of loosely integrated technologies. Yet it also smacked of a future that the Singularity University founders hold dear and often discuss with a techno-utopian bravado: the arrival of the Singularity — a time, possibly just a couple decades from now, when a superior intelligence will dominate and life will take on an altered form that we can’t predict or comprehend in our current, limited state.

At that point, the Singularity holds, human beings and machines will so effortlessly and elegantly merge that poor health, the ravages of old age and even death itself will all be things of the past.

Some of Silicon Valley’s smartest and wealthiest people have embraced the Singularity. They believe that technology may be the only way to solve the world’s ills, while also allowing people to seize control of the evolutionary process. For those who haven’t noticed, the Valley’s most-celebrated company — Google — works daily on building a giant brain that harnesses the thinking power of humans in order to surpass the thinking power of humans.

Larry Page, Google’s other co-founder, helped set up Singularity University in 2008, and the company has supported it with more than $250,000 in donations. Some of Google’s earliest employees are, thanks to personal donations of $100,000 each, among the university’s “founding circle.” (Mr. Page did not respond to interview requests.)

The university represents the more concrete side of the Singularity, and focuses on introducing entrepreneurs to promising technologies. Hundreds of students worldwide apply to snare one of 80 available spots in a separate 10-week “graduate” course that costs $25,000. Chief executives, inventors, doctors and investors jockey for admission to the more intimate, nine-day courses called executive programs.

Both courses include face time with leading thinkers in the areas of nanotechnology, artificial intelligence, energy, biotech, robotics and computing.

On a more millennialist and provocative note, the Singularity also offers a modern-day, quasi-religious answer to the Fountain of Youth by affirming the notion that, yes indeed, humans — or at least something derived from them — can have it all.

“We will transcend all of the limitations of our biology,” says Raymond Kurzweil, the inventor and businessman who is the Singularity’s most ubiquitous spokesman and boasts that he intends to live for hundreds of years and resurrect the dead, including his own father. “That is what it means to be human — to extend who we are.”

But, of course, one person’s utopia is another person’s dystopia.

In the years since the Unabomber, Theodore J. Kaczynski, violently inveighed against the predations of technology, plenty of other more sober and sophisticated warnings have arrived. There are camps of environmentalists who decry efforts to manipulate nature, challenges from religious groups that see the Singularity as a version of “Frankenstein” in which people play at being gods, and technologists who fear a runaway artificial intelligence that subjugates humans.

A popular network television show, “Fringe,” playfully explores some of these concerns by featuring a mad scientist and a team of federal agents investigating crimes related to the Pattern — an influx of threatening events caused by out-of-control technology like computer programs that melt brains and genetically engineered chimeras that go on killing sprees.

Some of the Singularity’s adherents portray a future where humans break off into two species: the Haves, who have superior intelligence and can live for hundreds of years, and the Have-Nots, who are hampered by their antiquated, corporeal forms and beliefs.

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BP’s Social Media Campaign Going About as Well as Capping That Well

From Wired, by Eliot Van Buskirk:

BP can’t control its oil leak, and it’s also having a rough time with image control.

The company responsible for the spewing oil leak in the Gulf of Mexico is attracting more of the wrong kind of attention by purchasing several red-hot search terms — including “oil spill” — on Google, Bing and Yahoo’s search engines in an attempt to ensure prominent placement of a link to a company web page touting the company’s cleanup efforts.

On the advertised site, workers in bright yellow boots clean a relatively untaintedbeach in the sun in front of rolling blue waves, as a not-oily sea bird struts past. Other photos depict a different reality.

“We have bought search terms on search engines like Google to make it easier for people to find out more about our efforts in the gulf and make it easier for people to find key links to information on filing claims, reporting oil on the beach and signing up to volunteer,” BP spokesman Toby Odone told ABC News, which broke the story of the keyword buys.

With everyone from President Obama to the humblest gulf shrimper cursing the company, BP has a desperate need to put the best face on its ongoing efforts as well as to lay the groundwork for some serious long-term image management. So it’s not surprising that the embattled oil company is buying search keywords, setting up a Facebook page and tweeting while it also makes the traditional old-media moves, which include shirt-sleeved TV appearances and hiring former RIAA chief Hilary Rosen.

But rather than helping, being seen to make the effort to “make it easier for people to find out more about our efforts in the gulf” may make matters worse, by instead feeding a meme that BP is tone-deaf — more concerned with its reputation than in actually cleaning up those parts of its mess that can still be cleaned up.

BP didn’t begin its social networking campaigns in earnest until one month after news of the spill broke, recalls David Binkowski of the Word of Mouth Marketing Association. And when it did, the company seems to have been hamstrung by its legal counsel’s insistence on not apologizing for or admitting to having done anything wrong. Those admissions can haunt a company in court, but BP’s inability to apologize has hurt its ability to have an honest conversation, however difficult, with the public — assuming that’s what it wants to have.

Then, when BP launched its massive TV campaign starring CEO Tony Hayward, it was lambasted for spending $50 million on that rather than, for example, Gulf families put out of work by the spill — even though, pardon the expression, that amount is a drop in the ocean of its assets.

Hayward — whose British accent doesn’t seem to pacify Americans as such an accent often does here — didn’t help his cause by remarking in a TV interview, “I want my life back.” He meant it as evidence of how hard he was working on the problem, but critics reminded us that the 11 people who died on the Deepwater Horizon rig would never be getting their lives back. Hayward then had to apologize.

BP chief operating officer Doug Suttles told the Associated Press the leak would decrease to a trickle by Monday or Tuesday. The company then had to pull back on his promise.

Meanwhile, the BP’s official Twitter feed is overwhelmed by a more popular parody version that BP is now facing further derision for trying to shut down. Likewise, its low-ranking Facebook page fights several prominent “boycott BP” groups for attention there, and #oilspill remains a trending topic on Twitter. This war of opinion has real economic consequences for BP and its member gas stations, the latter subject to public demonstrations and an inability to charge a premium for their product, according to what Oil Price Information Service chief oil analyst Tom Kloza told the Washington Post.

BP’s late use of social networking was a problem, but its reliance on advertising to communicate this sort of message may have constituted the wrong approach.

Advertising “is the right move from an awareness perspective, but from a conversation perspective, it’s not the best move,” said Binkowski. “I would want there to be a dialogue of some kind to give people more insight into what’s happening and what they’re doing. Clearly, they waited too long, and now they’re playing catch-up and trying to get their message out there.”

Social media are powerful tools, but as the old saying goes, a tool is only as good as the person who wields it. As we await a miracle in the gulf, BP would be wise not to expect — or hope for — any others.

Lance on Emoticons and Messages

Vintage Cycling Graphic Design

From stonejf; spotted at tracko.

Publish or Perish

From the New Yorker, by Ken Auletta:

Can the iPad topple the Kindle, and save the book business?

On the morning of January 27th—an aeon ago, in tech time—Steve Jobs was to appear at the Yerba Buena Center for the Arts, in downtown San Francisco, to unveil Apple’s new device, the iPad. Although speculation about the device had been intense, few in the audience knew yet what it was called or exactly what it would do, and there was a feeling of expectation in the room worthy of the line outside the grotto at Lourdes. Hundreds of journalists and invited guests, including Al Gore, Yo-Yo Ma, and Robert Iger, the C.E.O. of Disney, milled around the theatre, waiting for Jobs to appear. The sound system had been playing a medley of Bob Dylan songs; it went quiet as the lights came up onstage and Jobs walked out, to the crowd’s applause.

In the weeks before, the book industry had been full of unaccustomed optimism; in some publishing circles, the device had been referred to as “the Jesus tablet.” The industry was desperate for a savior. Between 2002 and 2008, annual sales had grown just 1.6 per cent, and profit margins were shrinking. Like other struggling businesses, publishers had slashed expenditures, laying off editors and publicists and taking fewer chances on unknown writers.

The industry’s great hope was that the iPad would bring electronic books to the masses—and help make them profitable. E-books are booming. Although they account for only an estimated three to five per cent of the market, their sales increased a hundred and seventy-seven per cent in 2009, and it was projected that they would eventually account for between twenty-five and fifty per cent of all books sold. But publishers were concerned that lower prices would decimate their profits. Amazon had been buying many e-books from publishers for about thirteen dollars and selling them for $9.99, taking a loss on each book in order to gain market share and encourage sales of its electronic reading device, the Kindle. By the end of last year, Amazon accounted for an estimated eighty per cent of all electronic-book sales, and $9.99 seemed to be established as the price of an e-book. Publishers were panicked. David Young, the chairman and C.E.O. of Hachette Book Group USA, said, “The big concern—and it’s a massive concern—is the $9.99 pricing point. If it’s allowed to take hold in the consumer’s mind that a book is worth ten bucks, to my mind it’s game over for this business.”

Read the rest, here.

ACDC vs. Iron Man 2, Architectural Projection Mapping on Rochester Castle

By seeper:

On the site of a thousand years of violent history, ACDC were pitted against Iron Man in a ground breaking architectural projection mapping project. The front facade of the Great Keep at Rochester Castle, was brought to life using the latest in 3D animation techniques. This onslaught of the senses, saw the castle confront it’s ultimate challenge. Warping, morphing, spewing and collapsing before the audiences eyes.

Twin Ports Poster

By Diana Quenomoen.

I Want My MTV

By PostPanic:

Director: Eat My Dear
Production: PostPanic
Agency: MTV Benelux

MTV commissioned PostPanic to create a short film to communicate MTV’s new brand manifesto. The manifesto included key statements which needed to be communicated in a strong yet playful manner, capturing the spirit of MTV. By moulding them into a playful manner, the statements were able to be interpreted in an interesting tongue-in-cheek visual and narrative manner.

Ovomaltina

Vintage commercial featuring Vanni Pettenella.
Spotted at fixed gear blog.

Love Distance

“…and yet, love needs distance.”

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