Technology companies love talking about features. People don’t.

In this episode of Shallow DeepDive, we take a deep-ish dive into the shallow world of branding, advertising and creative by unpacking one of the more unusual briefs we’ve worked on: launching Abi, a companion robot designed to bring connection and companionship to aged care.

The challenge wasn’t explaining the technology. It was helping people feel comfortable enough to meet it.

This project completely changed the way we think about introducing new technology. Instead of asking people to understand a robot, we asked a much simpler question: “How would you introduce a friend?”

In this episode:

• Why most technology marketing starts in the wrong place
• The difference between explaining features and creating trust  ...