Self-driving tractors? Cars that can change their color? In this episode of Brand2Brand, Thomas and Veronica boldly go into a brave new world of innovative technology and its effect on the marketplace. Pitting John Deere against BMW might seem like “country mouse vs. city mouse” but Thomas and Veronica’s exploration of both brands’ relentless pursuit of innovation reveals them to be more alike than even they thought. Your hosts also discuss some of the external forces driving product innovation - the need for renewable energy sources, a hungry world, more convenience - and a few of its drawbacks. With technology changing at rapid speed, Thomas and Veronica ask: Can your brand keep up?

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TRANSCRIPTION FROM AUDIO PODCAST:

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Thomas&nbsp;&nbsp;

Hey everybody. Today on the show, we're talking product innovation. We'll take a look at brands like BMW and John Deere to see if they're truly developing the next big thing. All right, let's hit the gas. Back in the studio once again with my lovely co-host, Veronica St. Cyr. How are you, Veronica?&nbsp;

Veronica &nbsp;

Doing good. Season two is chugging along. Right? We got two done, no? (laughs). It's going so easy. Just breezing right through...

There's just like, what - nineteen, eighteen more of these and then we get to -

Take a break. Go into hibernation.&nbsp;

I'm looking forward to that break. But I'm even more excited about why we're here today. Today, we are talking about what I like to call the&nbsp; Tech Super Bowl or what a lot of people call the Consumer Electronics Show. It is that thing that happens in Vegas every year where people debut the bleeding edge shit. Stuff that honestly seems like it's out of a sci-fi movie, a lot of stuff that sometimes never makes it to production. But a good preview into what could be the not-so-distant future. And you see major brands that are coming forward with all sorts of ways to leverage technology. Have you heard of the Consumer Electronics Show before?

Veronica&nbsp;&nbsp;

I hadn't until we were planning this episode -

Thomas &nbsp;

You didn't tip me off, you tipped me off, it blew my fucking mind. It really did. And if you have heard of it or haven't heard of it, first of all, if you've heard of it, you haven't told me shame on you. Because I've been walking around not knowing where this was absolutely mind-blowing. Some of the stuff featured at the 2022 event this year, seemed like it should have been the year 3022.&nbsp;

Veronica&nbsp;

I get here, and you've told me, I get it. I'm ready to see some of these things that never go to market or maybe not for a while. But, oh my God - that we've talked a lot in the last season about the future of technology, how it will shape how we do business and live in this society.

This future Metaverse where people wear pajamas every day.&nbsp;

Exactly. Some of these inventions are just so futuristic, it's kind of hard to comprehend. And there are so many big ideas. It's the most interesting thing I think now is, what's actually going to materialize and eventually become mass adopted.

Right? Well, these are like passion projects, in some cases. These are brands making innovations trying to make headlines, showcase what could happen. They haven't necessarily figured out the business case for some of these things, so some of these products are so expensive if they came to mass market, or there's just not enough of an audience for them. But - it's an opportunity to showcase your brand's prowess and do some really, really cool things that are all possible with today's technology. Although I did find it interesting, we were digging in how many brands didn't necessarily show up with their products, right? A lot of people that presented virtually, obviously, right, okay, get it...dog ate the homework.

That's kind of how I felt. I'm like they used to bring these really impressive displays, with vehicles. And now with it being virtual, it's all really cool video, which with how CGI has also evolved, I think maybe not exist -

We could be witnessing the next Theranos of the auto industry and not even know it. “This car could run on a single drop of gasoline…”

That's right. With that, let's get into it. BMW versus John Deere. I mean, I'm just gonna take BMW. I don't think you would want it, right? Tractors are cool, right?

I think it's always the person who's riding your ass on the highway. So I take John Deere.

Riding the tractor on the road. Yeah, I'm taking John Deere because - not a brand I hear much about, don't work on a farm. So it's not something it's in my day to day. But I was surprised to see the name John Deere alongside BMW, Mercedes, GMC, Cadillac. It was fascinating learning about what the hell they're doing. But I think before we go into that should probably play their pre promotion commercial for unveiling what we're going to be talking about today.

Audio Clip&nbsp;&nbsp;

"Self driving was new 20 years ago. Autonomy isn't a concept. And it isn't the future. It's here today. Join us at CES 2022. For the reveal."

Thomas&nbsp;

In a world where tractors talk to you and charge your phone at the same time, John Deere is here.

That does not sound like an ad that you'd think would come from a tractor company. It is like, sexy and sleek and elevated.

Thomas&nbsp;&nbsp;

I mean, that's what you got to do to sell tractors these days.&nbsp;

You do what got to do. You want to talk about sexy. BMW, BMW is a brand on the move. And they're showcasing some really, really cool technology. Technology that's built on the exterior of the car that allows for the exterior of the car to change color, it's using the same technology that we've been utilizing in these ink screen displays. So right now, it's really only changing color from black to white, and some gray hues. But I want to play a quick clip, while they describe sort of how this exterior body tech works.

Audio Clip&nbsp;&nbsp;

"BMW flow technology can benefit our customers in a number of ways. For example, if your battery status is full, in the case of car sharing, if a car is free, if it's clean, if you've lost your car in a parking lot, we can make it flash. So you can detect it in your peripheral vision. Third benefit is functional. By changing color, we can change sunlight reflection, and thus change the thermal properties of the car."

And that's just such an interesting advancement. And you could think about all the practical applications,&nbsp; jokes aside about robbing a bank, you know, change the color of the car.

I mean, I you know, is this something where you leave the car flashing and it's like leaving your blinker on and you get down the road and you realize -

Oh, you know why they came up with this? It's so when the person in the BMW is riding your ass and beeping at you to get out of the fast lane, they can just change the color of their car and zip away.

They should literally only be allowed for you to be able to when you're in a stationary position, should not be able to do it to cause trouble. It is cool, though thinking about this. And they do not stop there with those innovations. I mean, beyond that, they’ve made some changes to their sound system. And some of these models, we're talking about sound that brings a next level in terms of the audio quality. This is being designed by Hans Zimmer - who’s credited with Inception, Dune, The Dark Knight, Interstellar…the list goes on. This guy knows audio. Why is that so awesome?

Because they have a theater mode that I didn't even tell you about yet. So you can make out in the backseat to your favorite movie with some popcorn, and you get in the back. I know -

Picture yourself folding those seats down, the blinds automatically cover the rear window...

You know, it's funny. The ad is more about "If you're a parent driving, you can put a movie on for your kids". And you went completely past the nice family moment.

You know, Drive-In Movie... The lights dim, a sound sequence starts. It's just I mean, really, all of a sudden Theater Mode is broadcast across the back and it's just a transformative experience. And it just shows those parents that are suddenly throwing iPads at kids and saying "Keep yourself busy". Now, you got a real theater back there.&nbsp;

And what's cool is the way that the partitions or privacy screens actually come down when you engage theater mode. It also if you are on the move and you have a kid in the backseat, it does not actually show through the car and distract any other drivers in the road.

Thomas

But can you hear it though? In the front seat Are you just distracted the whole time in the front seat?

The soundtrack to Dune just like punching you in the head…

So gotta watch that movie. Just hearing nothing but great things. So tell me a little bit about John Deere.&nbsp;

BMW vs. JOHN DEERE: The Search For The Next Big Thing