Dyson was the first company to introduce a bagless solution to conventional vacuum cleaners. Dyson's mission is to make well-designed, innovative products that are easy to use and environment-friendly. Dyson's first bagless upright vacuum cleaner, launched in 1993, featured its Dual Cyclone technology and addressed key customer complaints about vacuum cleaners losing suction and messy bag replacements. The brand's enduring success can be attributed to listening to consumers, innovative design, and a feeling of luxury, all communicated through social media. Indeed, Dyson includes product demonstrations and tests in its promotional communication. Some of the oldest videos on its official YouTube channel demonstrate how to use the vacuum's dog-grooming attachment and explain how Dyson tests the vacuum's performance. In contrast, Twitter content features shorter messages about Dyson's various investments with links to longer-form media. And #Dyson on Instagram, TikTok, and YouTube reveals influencers unboxing and testing various Dyson products. Today Dyson sells in 45 countries and maintains 46 percent and 32 percent market shares in the UK and U.S. vacuum cleaner markets, respectively. Through strong branding and engaging customers with savvy social media and compelling word of mouth, Dyson has expanded its offerings to include hand dryers, air purifiers, humidifiers, haircare appliances, and lighting. Even without reading the label, Dyson products are often easy to recognize because they build around shared and striking design and technology.

In the new digital environment, marketers need to be really good not just at digital marketing but also at building digital technologies into their products to create "smart" products. Explore Dyson's product line (www. dyson.com/en) and discuss how Dyson has worked towards building smarter products.