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A Rhetoric of Smart Carpet; The first case study to leverage IoT and blockchain in branding

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The paper titled “A Rhetoric of Smart Carpet in the Age of Disruption” was presented at the Eighth International Conference on Ambient Computing, Applications, Services and Technologies in Athens, Greece, November 2018 and selected on the basis of its contents and specifically for lending to interesting extended work. The authors are invited to submit an extended version to the International Journal On Advances in Internet Technology, Volume 12 Number 1&2,  2019.

The original paper discusses how the luxury goods industry has experienced evolving consumer preferences and emerged from innovation and growth in the sharing economy and driven by digital technologies

Further, the paper explores the role of digital technologies including the Internet of Things (IoT), blockchain and platform models, to disrupt the luxury industry and suggests a novel framework to transform handmade carpet to smart carpet and co-create brand with stakeholders and potential customers. This is considered to be the first case study in the luxury industry which discusses the practical application and integration of IoT and blockchain in branding. A copy of the paper can be downloaded from here.

Dilemmas of Branding for Start-ups; A paper every start-up founder may need to read

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Chamrosh team presented a paper titled “Dilemmas of Branding for Start-ups” at The Twelfth International Conference on Digital Society and e-Governments in Rome, Italy, March 2018.  

The paper argues that most of the start-ups have challenges in building up their corporate brand as they have no resources, such as money and internal structure, nor do they have customers or even a consistent idea how the end-product should look like. Having a strong brand enables start-ups to increase their visibility and ensure a certain level of quality which ultimately increases their chance of success.

Further the paper discusses the opportunities and challenges which start-ups face in building up their brands in the digital era and suggests a three stages modular and incremental framework (EIC) to build a start-up’s brand from scratch including Emotion, Innovation and Co-creation. A copy of the paper can be downloaded from here.