Comments on: Everyone is talking about Augmented Reality these days http://www.hardknoxlife.com/2009/10/19/everyone-is-talking-about-augmented-reality-these-days/ A Brand Management blog by Dave Knox @daveknox Sun, 29 Aug 2010 22:48:42 -0400 http://wordpress.org/?v=2.8.4 hourly 1 By: Mark Avnet http://www.hardknoxlife.com/2009/10/19/everyone-is-talking-about-augmented-reality-these-days/comment-page-1/#comment-2691 Mark Avnet Tue, 20 Oct 2009 13:28:23 +0000 http://www.hardknoxlife.com/?p=2043#comment-2691 AR as "thing in itself" isn't very compelling, although it falls easily into the "we need one of those for our brand" category ("Give me a facebook, an augemented reality, and a few iPhone apps. Oh, and build us a conversation while you're at it."). The idea of layering information seamlessly into our perceptive space is compelling, however. Unfortunately, most of the executions to date haven't been worth it. They need to be VERY entertaining, or better yet, useful in order for them to be worth the effort of interacting. I think we're starting to see more utility in AR apps, and better entertainment than just something popping out of a screen. The Creative Technology students at VCU Brandcenter have been developing some very cool things that actually serve business and branding needs - not cool because they're AR, but cool because they do something useful in a creative way, using technology as a means, not an end. The more we promote that kind of thinking, the more likely it is that we'll, as you said, "add value (and maybe even a little meaning) to consumers." Great post, Dave. Keep them coming! AR as "thing in itself" isn't very compelling, although it falls easily into the "we need one of those for our brand" category ("Give me a facebook, an augemented reality, and a few iPhone apps. Oh, and build us a conversation while you're at it.").

The idea of layering information seamlessly into our perceptive space is compelling, however. Unfortunately, most of the executions to date haven't been worth it. They need to be VERY entertaining, or better yet, useful in order for them to be worth the effort of interacting.

I think we're starting to see more utility in AR apps, and better entertainment than just something popping out of a screen. The Creative Technology students at VCU Brandcenter have been developing some very cool things that actually serve business and branding needs – not cool because they're AR, but cool because they do something useful in a creative way, using technology as a means, not an end.

The more we promote that kind of thinking, the more likely it is that we'll, as you said, "add value (and maybe even a little meaning) to consumers."

Great post, Dave. Keep them coming!

]]> By: Vince Thompson http://www.hardknoxlife.com/2009/10/19/everyone-is-talking-about-augmented-reality-these-days/comment-page-1/#comment-2677 Vince Thompson Mon, 19 Oct 2009 20:08:01 +0000 http://www.hardknoxlife.com/?p=2043#comment-2677 Dave, great stuff. I'm fascinated with this as well. Check out the interview I did with Bruno Uzzan of Total Immersion. <a href="http://blogs.bnet.com/dogandpony/?p=141&tag=content;col1" target="_blank">http://blogs.bnet.com/dogandpony/?p=141&tag=c...</a> Best- Vince Thompson Dave, great stuff. I'm fascinated with this as well. Check out the interview I did with Bruno Uzzan of Total Immersion.

http://blogs.bnet.com/dogandpony/?p=141&tag=c...

Best-

Vince Thompson

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