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CES 2015: 10 Opportunities for Brands to Address the Forgotten Consumer

Year after year, the Consumer Electronics Show provides a perfect snapshot into the innovation landscape at that given moment.

Ready Set Rocket and brandchannel parent Interbrand were once again present for this year’s cavalcade of technology, and the message was clear: Innovation is alive and well, but maybe a little lopsided.

CES 2015 was bright, bloated and, at times, underwhelming. But as the noise in the electronics space continues to grow, the opportunities for companies to build visionary things that people want and to communicate that story clearly grow even greater.

Innovative products typically fall into one or more of the following categories, as shown in the infographic above: Technology-driven, Needs-driven and Vision-driven.

This year’s CES was flooded with tech-driven, “because we can” products (some quite stunning). There were far fewer examples of brands successfully solving a real need or creating an irresistible vision for a connected future.

Heavy on “electronics” and “show,” however, exhibitors at CES 2015 lost track of the piece of its name that matters most: the “consumer.” This means that huge opportunities exist for brands that put the consumer first, this year and beyond.

As we sat back to consider the rise of the #Mecosystem and what it means for brands, makers and marketers in today’s convergent landscape, new ideas started to emerge, pointing the way to major growth in the coming year.

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