Branding Audit

Client Name:     Slate, Inc.

Industry:            Electronics

Competitors:     1. Harman Kardon

                            2. Sonos

Product Lines:    Intelligent Speakers (aka smart speakers/virtual assistants)

1. Invoke from Harman Kardon

2. Sonos One from Sonos

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Slate, Inc. has asked us to provide a brand analysis report on these two competing brands to inform Slate’s decisions on the direction of its own branding strategy.

Virtual assistants, smart speakers, or smart home speakers are popular, cool, and handy devices that are here to stay (at least until the next wave of assisted technology arrives). One in every six Americans owns one of these devices, while In the United Kingdom ownership of smart speakers has doubled in six months (Caddy & Pino, 2018).

Smart speakers are considered the future of home automation; they control smart home devices, such as smart locks, light bulbs, garage doors, and refrigerators, with little effort from the owner. In addition, smart speakers can manage schedules and shopping lists and improve and adapt to the user’s preferences over time (Caddy & Pino, 2018).

References

Caddy, B., & Pino, N. (2018).  The best smart speakers 2018: Which one should you buy? Tech Radar. Retrieved from https://www.techradar.com/news/best-smart-speakers