We’re living in a Tech Society: A Review on Secrets of the Superbrands’ Episode on Technology

Video Credit: Tufts, S. (2018). BBC Three Secrets of the Superbrands (Technology) [YouTube Video]. In YouTube. https://www.youtube.com/watch?v=y3eFjBzT_DU

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The fast-paced evolution of technology has changed the way that we interact with brands– both local and international, especially when it comes to consumer electronics. One episode of Secrets of Superbrands investigates the success strategies of tech companies such as Sony, Facebook, Google, Nokia, and Apple. Let’s dig in!

For Sony, their hesitance on permitting adult content on Blu-ray illustrates the complicated relationship between tech companies and content providers. The video describes the important role of content partnerships in helping drive adoption of new formats of enjoying media. It reveals the influence of market demands on tech innovations.

When it comes to Facebook, their revenue model is focused on targeted advertising. This in turn raises ethical concerns about the user’s privacy, as well as data exploitation. It expresses the trade-off between free access social platforms in exchange for commodification of personal data. It presents the ethical dilemma embedded in the primary social media platform in the world.

As for Google, it is able to monetize its search engine through advertising opportunities for businesses. It shows the immense power tech behemoths have in influencing e-commerce. The video talks about the challenges of maintaining the balance between becoming profitable and maintaining a great user experience on Google’s platform.

The story of Nokia is what I would consider as a cautionary story where a once-dominant tech company failed to adapt to market disruptions. Their complacency and lack of ability to innovate quickly towards developing smartphones led to its demise. It highlights the importance of being resilient, adaptable, flexible, and agile in the concept of innovation especially in a fast-paced and unforgiving tech industry.

Lastly, for Apple, it boasts great brand loyalty surrounding its products. It attempts to build an emotional connection to its customers by offering a sense of exclusivity and unique identity in its customer base, which even raises concerns over its closed ecosystem of products and insanely high prices.

Given all these analysis of brands’ performance and public reception, I would say that these tech companies have significant power and influence in consumer preferences, norms in society, and also societal values. I believe that it is important for us as a global society to engage in informed and formal discourse to call on these tech giants to make more ethical decision-making, and hold them accountable for what may happen as a result of their operations and innovations. Ultimately, it’s always about using technology responsibly and ethically.