At a glance
- Asset type: Whitepaper & Event
- Format: Presentation deck and Audience Q&A
- Event date: 1st July 2015
- City: Frankfurt am Main
- Source: Digital Nation Assembly @ Mindshare Germany
- Speakers: Sunil Bahl, Michaela Ihlefeld
- Language: EN original. DE translation. EN summary and Q&A.
- Topics: Wearable technologies, consumer motivations, need states, brand communication, push notifications, data personalisation, brand utility, brand experience
Presentation summary
This 2015 deck frames wearables as part of a broader technology shift from connected devices to a “connected world” and a “connected self”. It sets out two practical questions for marketers. Which need states wearables can fulfil. And what role brand communication can play in wearable experiences. The deck then groups motivations into six need states and closes with concrete opportunities for brands, from context-aware push notifications and personalisation to wearable-driven utilities and experience enhancements.
Excerpt (English)
Mindshare set out to answer two questions. What need states can wearables fulfil. And what role can brand communication play in wearables.
Six key need states are highlighted. Flow. Performance. Self expression. Value exchange. Affinity. Reflection.
Excerpt (German translation)
Mindshare hat zwei Fragen beantwortet. Welche Bedürfniszustände Wearables erfüllen können. Und welche Rolle Markenkommunikation bei Wearables spielen kann.
Sechs zentrale Bedürfniszustände werden hervorgehoben. Flow. Performance. Selbstausdruck. Werteausgleich. Zugehörigkeit. Reflexion.
Original publication links
Key questions. Clear answers.
What is SHIFT 2015 about in plain terms?
It is a framework for understanding why people might adopt wearable technologies, and how those motivations translate into practical marketing and communication opportunities.
What were the two core questions behind the work?
The deck asks which need states wearables can fulfil. Then it asks what role brand communication can play within wearable-led experiences.
What are the six need states highlighted?
The deck groups motivations into six categories. Flow. Performance. Reflection. Value exchange. Affinity. Self expression.
What does “Flow” mean in this context?
Flow is framed as making everyday life easier and more seamless. It is linked to transaction convenience, connected home control, and always-on communications.
What brand opportunities are proposed for wearables?
The deck lists five communication opportunities. Context-aware push notifications. Paid search extensions. Data personalisation based on mood or context. Brand utility delivered as services. Brand experiences that enhance real-world moments.
What is a practical first step for a marketing team?
Pick one need state that fits your category, then prototype one lightweight wearable touchpoint. Measure usefulness and behaviour impact, then iterate before scaling.