Emotional technology for human beings fuels the future of your brand and organization.

Late yesterday I strapped on my Nike Fuel wristband for the first time. It was instant love. As an effect of this I woke up at 6 o clock to get some fuel. Now, a 10 k run and 50 minutes later, I’m in front of my computer writing this blog post. What can brands and organisation all over the world learn from Nike Fuel?So what is ‘Emotional technology for human beings’?‘Emotional technology for human beings’ is creating products or product benefits in a way that is smart, ads value, is easily understandable, simplifying, differentiating, creates emotions and finally builds your brand.Let me focus on the different benefits:Smart.People today are exposed daily to thousands and thousands of products. In order for you to break through you’ve gotta focus on adding benefits that are smart and more importantly - focus on designing your products and services so that people instantly get what’s smart with it.Look for example at Dyson created by the industrial designer James Dyson. James had this idea that you should be able to get rid of the dust bag and therefor not having the suction of your vacuum cleaner reduced as it’s being filled up. On top of that you wouldn’t have to buy any more dust bags at all. Said and done! He then invented the cyclonic vacuum cleaner. Dyson was born. However, it doesn’t stop here. What James then did was designing his new invention in a way so that people instantly understood the benefits of this vacuum cleaner as opposed to all his competitors. Launching it in the middle of the nineties with an emotional brand tonality and slogans such as “Say goodbye to the bag” set Dyson of on a road to becoming the US market leader by value already in 2005.Ads value.I’m a gadget nerd. I confess! But on the other had, I’d never buy anything new that doesn’t ad value. So, think about it for a minute. Does your product, service or even brand ad any real value to the market?Have a look atEasily understandable.I’ve grown up with VHS players that feature 1000+ settings that no one cares about. Then suddenly someone understand that all we want is to watch that movie - as fast as possible. Buttons removed except for the most important ones. Technology works best when it’s not visable at all expect in the cases when it’s a big part of the product benefit, like in the Dyson case or like in the Ferrari 458 Italia where they’ve placed a gigantic window on top of the engine so you clearly can see those horses running berserk.