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Look Who's Talking: Persona and Brand in Connected Devices

In Wired For Speech, Stanford researchers Clifford Nass and Scott Brave wrote: “When people hear any voice they automatically and unconsciously assign a personality to it….”
Within less than 2 seconds of hearing a voice, the listener automatically creates a mental image of who they’re listening to. They identify attributes like age, gender, education, where the speaker’s from and register, or their role in relation to the listener.
Did you ever notice how people refer to The Google Assistant as “She”, “He” or “They” rather than “IT”:. “She told me a joke”, “I’ll ask Him for the weather.” That’s because we can’t avoid creating a character in our imagination from those attributes.
In this talk, Wally Brill, Google’s Head of Conversation Design Advocacy and Education, will explain
What persona is and why it’s important, How it relates to brand identity, How to design one to represent the brand in conversational interactions
Conversational interfaces and intelligent, connected devices are new channels for brands to communicate with their customers. Learn how to maintain brand identity and help users succeed. Within less than 2 seconds of hearing a voice, the listener automatically creates a mental image of who they’re listening to. They identify attributes like age, gender, education, where the speaker’s from and register, or their role in relation to the listener. Did you ever notice how people refer to The Google Assistant as “She”, “He” or “They” rather than “IT”:. “She told me a joke”, “I’ll ask Him for the weather.” That’s because we can’t avoid creating a character in our imagination from those attributes. In this talk, Wally Brill, Google’s Head of Conversation Design Advocacy and Education, will explain What persona is and why it’s important, How it relates to brand identity, How to design one to represent the brand in conversational interactions
Conversational interfaces and intelligent, connected devices are new channels for brands to communicate with their customers. Learn how to maintain brand identity and help users succeed.

Keynote

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