From Las Vegas, expecting a signal from the noise. It's theCUBE, covering InterConnect 2016. Brought to you by IBM. Now your host, John Furrier and Dave Vellante. Okay, welcome back everyone. We are here live in Las Vegas for SiliconANGLE Media's theCUBE. It's our flagship program where we go out to the events and extract the signal from the noise. We are here at IBM InterConnect 2016. I'm John Furrier with my co-host Dave Vellante and I've got Scott Heppner as the Vice President of Marketing, IBM Global Technology Services. Welcome to theCUBE. Thank you. So your job is essentially lay out and understand and get immersed into digital transformation. You have to eat your own dog food, drink your own champagne, implement it internally at IBM, but also in real time work with customers. And this notion of digitizing everything is what is on the horizon. Yeah, no, actually that's an interesting point that you may not only helping customers digitize their enterprises, but as a marketing professional, we're digitizing how we engage with the marketplace too, right? So you're kind of a practitioner and a coach, right? But clearly, it's been happening for what over 15, 20 years, the slow steady digitization of a business. And I think we're in a whole new wave now where businesses are going full steam ahead to enable almost a complete digital experience for their clients, right? Not a website, right? Not just engaging at any time, you know, always on, but having the ability for the personalization of what that person may want to engage with you on, because it understands the person, right? It understands what they've done, what they're interested in, what they've done in the past, and therefore you're able to provide a service or an offering that is more custom to what they're looking to get from you. And it really transforms how a business needs to operate if you think about it, not just how they sell it. I mean, it could be mind blowing for our customers. Let's unpack this notion of digitizing a business, because it makes sense. If you can measure everything, that whole equation of 50% of your ad spend is wasted, you just don't know which half, but now applies to supply chain manufacturing, go to market, customer interactions, sales, all aspects of business, social business, whatever you want to call it, it's happening, it's data driven. What does a customer do? It's kind of daunting. So, doing a digital transformation, there's spectrums of where customers are in their orientation to that. They're tire kicking, they're taking first baby steps, they're walking, some are running. Can you give some examples of that spectrum? You know, tire kicking, baby steps, walking, running. And what are people doing? I mean, what are some of the things that we're seeing in that spectrum? Yeah, let's start on the more further out there, which is I think the tire kicking, right? If you think about the secret sauce here around digitization, it is about the data, right? The data, we all know about the explosion of data. Everyone, no one is able to program all that data. You can only program so much to take advantage of all the data. So you need these systems that are able to understand it, they're able to learn from it, they're able to reason around it and help the human beings that are running the organization make the right decisions. So there are many businesses now that let's take an example of how I engage with a customer around a service that I may provide to them, right? The ability to understand the history of what they've done, what they're engaged in with, understand things like emotion and behavioral trends, right? Maybe there's sentiment about your business and then be able to translate that on the fly. Because remember, digital means almost always on, right? You got to do it immediately. You don't have time to go work on things. So how do you take advantage of that data that is really the footsteps of what that customer is trying to do and turn it into value on the spot? So collecting the data. Collecting the data, understanding what the data means, right, and the data is not just, well, I bought from you before or I live in this state. It's what my sentiment is about your business, what your competition, what they think about the competition, who they've looked into before, what their experiences have been. It could be personality traits about people, right? And then from there, you take that data and you present to that customer, you know, a experience that is optimal to that personality and that desire that they have. In other words, the one size fits all is no longer there, right? And more and more of a journey towards personalization. A customer of one, if you think. So we've been working on a premise at our organization, our editorial and our research, which addresses that directly. And I wonder if we can run the premise by you that basically you said it's been happening for 10 or 15 years, this notion of digitization. And one of the things we noticed is that there was years ago real asymmetry and information, in other words, the brand knew a lot more than the consumer. About, you know, demand patterns, pricing, et cetera. Now with information freely flowing, that asymmetry is balanced. What we, the premise is that we see digitization as a way for brands to regain some of that market power to understand their consumers, which has a whole lot of implications. I mean, some brands know more about me than I know about me. When I run out of a certain product, they ping me in it. They're providing value there, but sometimes it's a little scary. So is that a reasonable premise that this is about dealing with problems of demand, changing demand patterns, fickle demand patterns, ever-changing consumer patterns? Do you buy that? I buy that 100%. And what's happening now is the engagement with a potential customer needs to be real time and it needs to be situational. And if you kind of think about this whole explosion of data, you can argue there's been three huge phases. Customers have always had empirical data, customer records, transaction records, all that. Then we moved to this phase where everything was being instrumented and connected to the internet, the internet of things, if you will, which is a huge transformation that's going on right now. And so you have this flood of data from location to how fast you're moving down the street. I just drove by you. So all that data is coming in from all these instrumented devices. Then you add the whole social element to this, Twitter, Facebook, go down the line here. And with that starting to record, every footstep that people take is the behavioral trends, the behavioral data about the customer, about what they're doing. So now the trick is how do I take all that information, unlock it from all my systems in my business and from what's happening in the marketplace and translate that situationally on the fly to here's some value for you.  Because all the data is there, the question is how do you unlock it? Well, so I wonder if you can help us understand what customers are doing. So I'm going to simplify things. It's two broad knobs to turn. One is data. The amount of data, the types of data, the data sources that I can ingest. I can put my $100 budget there, or I can put it on making better algorithms, improve and continuous improvement and you hear a lot about machine learning.  Where do you see your clients spending their, you know, if they had $100 to spend, spending that resource? I imagine the answer is both, but do you see any patterns emerging where one or the other is favored? Well, I think especially when you look at this idea of how do I integrate my enterprise for the customer, right, seamless experience, and how do I begin to provide this real time, you know, experience for them that's based on their personality. That takes the integration of your enterprise and all your technology assets, all your data, your business processes. And that has borne the whole notion of cloud, right? And especially hybrid cloud bringing this all together with the initial focus being on productivity and cost savings. And by being able to do that, you're able to save money that you can then invest in where the real value will be longer term which is the innovation around the experience and how I tap into all this data and provide value to the client. So I think it started off as a productivity, flexibility, cost savings thing. Now it's all about using hybrid cloud platforms to unleash the innovation, to do all these things that we're talking about like, you know, understanding emotion or understanding, you know, sentiment of a customer and putting those packages of value together in real time, right? So I think the focus now is in investing in that experience, the user experience, the digitization of that experience and a lot of that's made possible by the cost savings and the productivity that cloud has brought over the years. The cognitive or cognition theme has been, you know, on the cube all morning, Nancy Pearson was talking about it, also when the analysts were on as well. And then what came up was this whole return on asset and the new asset classes, analytics and UX, user experience, I mean, not asset class, literally, but that is a valuable component of the digital transformation. So, and also we had the weather company on, CTO and CIO on, so we love to kind of geek out, but we're kind of connecting the dots here, so I want to get your thoughts on this. This is in your wheelhouse. IBM buys, Ustream, digital transit company in the cloud. Couple agencies, kind of see this digital concept. Yep. Share with us, are we on the right dot connecting line here? IBM's bringing this in-house, not to have an agency, but is it to get the analytics and the user experience thing baked into the portfolio? Is that kind of the thinking? Yeah, I mean, I think it's a transformation of the value ultimately isn't how you exploit the data. You need a platform that gives you the cost savings, the flexibility and the ability to innovate very, very quickly, which is cloud, right? And then by having those two things in place, you then are able to create that innovation around the experience. And you're seeing us with acquisitions and organic new capabilities, from products to services in each one of those three areas, right? And that all comes together to deliver this notion of a digital enterprise. And you just think about this last step about the user experience and some of the things we've been talking about the behavioral data and really understanding so you can really treat your customers as a customer of one. The technology's out there now, a lot of the cognitive new APIs that IBM Watson provides, right? There's all kinds of new technologies, but you as a corporation, and you have your IT staff and your developers, how do you unleash those capabilities so you can quickly and efficiently experiment and build new capability, right? In the old days, you would have to stand up the whole environment and you would have to do all kinds of things to get going. Now with the delivery of cloud, these APIs are being delivered to the cloud which is so much easier as a service to get engaged at a low cost to experiment and try new things. So talk about the digital agency rationale on those acquisitions because I want to kind of just tease this out because I think it's nuanced and I don't want to kind of unpack it. Most people think of digital agency, they think, oh, is an agency providing digital services? I think you guys have a different view on that. That's why I want to ask the question. Those acquisitions, are they to have in-house user experience agency like function? What specifically about those deals can telegraph to your customer base this new configuration of IBM to help them bring that? Is it more of mobile development? Is it more UI? Is it more walking and tackling? Share the insight. I think you framed it correctly a couple of minutes ago which is the whole user experience is a major area of focus by most of our customers because that means digitization, right? And again, this notion of always on personalized engagement with your customer. And so helping customers with how do you build the right experience, right? Is a major part of how they design the applications that run their businesses, their business processes, how they unleash their people, how they present the data in a way that's useful to the customer, right? So you're seeing those capabilities being integrated into that end-to-end capability for the customer as part of our commerce portfolio, as part of our cognitive- It's a different approach. I mean, if you think about weather data. Yep. Digital agencies.  That's potentially the digital transit of the future. Right. You almost can just see it happening. That's not speeds and feeds. Go to market. Email marketing. I mean, that's kind of the older way. Still relevant today, some degree, but like... Well, you bring up the weather challenge. That's actually a really good example because weather is big business, right? And you go through all the different scenarios of storms and what the weather patterns are and how it affects business from inventory to how your customers are wanting to buy what promotions you should provide. There is an unbelievable amount of weather data that's available in real time like every second of the day, right? But for the average IT organization or someone that needs to deploy new applications, how do they get access to that data? It's not trivial. So what we've done is we've taken all that Internet of Things data. We're now making it available easily to customers to exploit through the cloud, right? Again, this is the notion of the hybrid cloud, you know, blue mix and the APIs that are being integrated into it. And that is what is allowing people to innovate with their user experience. Again, hand on the data. I've had a new digital value chain, if you will. Right, right. Concepts. Right, because the digitization of the enterprise and all the value that it brings is going to require the ability to move quickly, to be able to have the money to reinvest in these new capabilities and these new innovation points and the ease of access to all this. And that's what the cloud platform provides. So moving to cloud is really something that is going to be the catalyst for all this digital user experience and the overall digitization, right? So again, it really is three layers. You've got all the data. You've got the cloud platform that delivers that ability to easily innovate at a good cost model and then that's going to deliver ultimately the digitization in terms of the experience. So you have very clear thinking on this, Scott. And another observation we would make, and I'd love your comments on this, is that virtually every company is becoming a technology company. But they don't want to be a technology integrator doing a lot of heavy lifting. They want it, as you said, as services. So I believe you guys agree with that. That's clearly the prize you're going after. What gives you confidence that IBM will be the partner of choice to be that provider to enable companies, clients, to become technology companies? Well, I mean, it is absolutely true. You look at just going back to what 10 years ago, a lot of these hardware companies like appliances, like your refrigerator or your car, right? Those were thought as physical things. They weren't software companies. But think about it. If you're the provider of a refrigerator or a car now, you are a software company. Because what differentiates and what provides innovation in the car or the refrigerator these days is the software, right? And so you are becoming a software company. And if you look at what IBM is able to provide, we have a massive software business and a lot of enterprise experience in software. We've got the services that can help people build that strategy and implement that across their entire organization. And now we're infusing all that with a very intense focus by industry. So we understand retail. We understand petroleum. We understand financial industries. So I think you take the industry expertise plus the history of our offerings around software, hardware and services. And you add it to what you've been touching on here, which is the cloud platform, all this cognitive capability and the user experience digitization of the business. The three big pieces that need to come together for a client. And so I think we're uniquely positioned. Well, Neil Henderson was on the queue earlier, Apex coaching and consulting. He did the thought leadership sessions on stage. He's a cycling guy. He's a technology company. He's doing tech. Lumix basically enabled him. And then the guys from the trading company there, what's an amazing example. I bought it three years ago or so. I remember I bought a new treadmill. The differentiator on why I bought that certain treadmill was all the software. I don't even care about the mechanics of the treadmill. It was the software. So think about that. 10, 15 years ago, they wouldn't be thinking about mechanics. Now they're thinking about the digital experience. And now these things are hooked to the internet. Now it's got the ability to wearables. Now I got your fitness, you can say, hey, good run of the treadmill at home. Now you're out walking around. They take a flight of stairs instead of the elevator. I mean, this is the new integration. This is the new value chain, not siloed. And digitization is things from the watch, from the phone to your dashboard in your car. Your car is becoming a platform in itself. It's a data platform. And again, it's going to keep coming back to the same things that without a true hybrid cloud platform to quickly innovate, to have the cost savings, to have the flexibility, and the integration of all this. That then unlocks all that data. You're not going to have that digital experience, whether you're in the car or whether you're looking at it.  There's an here with that. How are you doing? Keep alumni walking by. I always say hi. I got to ask you on the premise. Another thing we're thinking about, I want to get your thoughts on this. And this is interesting because you've been on demand, Jen, you've been marketing. You know the digital side. I'll call Web 1.2.0 kind of phase. Certainly it's search engine marketing. You've got microsites. You've got websites. Kind of boring, not very dynamic. Now you've got social, a lot unstructured data. So as we move to this new era, the premise is this. Your customers want to buy from a brand that has assets that are truly digital. And everywhere, pervasive. Meaning not just the website, not just an email blast. So the premise is people want to buy from brands that have digital assets. That means all their stuff needs to be out there. Yes. You buy that? Absolutely. How do they do that? So what happens? Is it like just tweet? I mean, we're doing our share with the queue. But I mean, outside of that, as a marker of IBM, your customers want to buy from you in this new format. Yes. One of the most important changes over the last 15 years has been the value of the expertise of your company. And it even goes out to a store that you go into by fishing and equipment. More and more people are going there to tap into the expertise of the people that work there, about where do I go fishing, what's biting, all that stuff, versus just to buy stuff. You kind of take that to a larger corporation is with this whole transformation of digital comes access to experts. And so one of the most important things a business can do is leverage all this new social, technical, editorial capability, the social web, to unleash your expertise and all the people you have in your ecosystem. So customers can engage with them quickly and get their questions answered. And it's the intellectual value around the products that's becoming more important in the products themselves. You mentioned experts. That brings up the next question, which is in good segue into the community. I mean, you guys have always been a great leader in open source. IBM has had great history. And we talked about this earlier in the queue of this next generation of open source. But now you have a connected consumer, if you will. That's con-social. They're being instrumented. They're now plugged into your nervous system, if you will. If you want to call it that, IBM's fabric. How does crowdsourcing, how does the crowd aspect change the relationship in terms of how you produce digital assets, how you measure them, how you engage with them? I mean, there's a new way to engage, there's new ways to connect. How do you guys view that? And what are some things that you see as the best practices? Well, a great example is, you know, used to be you would build a piece of content, a brochure or whatever, make it available as a PDF, you put it on your website, you'd get traffic and how many people downloaded and all that. But you don't really learn anything about what they think about it, right? Now with social, you can actually measure the value of that content. Because if it's valuable, there will be actions taken on it. They'll click through, they'll retweet it, they'll like it, they'll comment on it. And you can start to have real-time feedback, like real-time, like, you know, minute by minute of what people think and are saying about the content. And then you learn from it and you adapt the content and you refresh it. It becomes a living piece of content, right? You extend that- And you have interaction data on it, so you have that community engagement. You know who's talking about it, you know the sentiment of the people that are talking about it, and then you can create triggers that say, well, if they are living in the state of Texas and they have a positive sentiment on this offering and they've mentioned it more than twice in the last month, I think they have a propensity to be interested in buying something from us. Then you go back to them directly and retarget them versus just wasting and shooting things out there. You wouldn't know that if you didn't- This is a cookie today. It's a cookie. I visited the website. You have no intent knowledge other than they went to the website. Right. And you take that one step further, take that same exact concept and you apply it to the notion of a focus group, right? The crowdsourcing notion, whether it's for how you design new products to even the content in your message, there's the ability to get real-time feedback. It's the notion of A.B. testing. We have orange buttons on our website because guess what? I don't know why, but if you put the same thing out there and you had green, blue, and orange- Well, that was A.B. testing. Orange always wins. A.B. testing is obsolete now because now you have unlimited letters in the alphabet. You can do A through Z testing multiple times. You don't have to do two groups. You can do multiple subsets. That was my point about real-time, situational- I like that. Always on engagement that not only meets the customer need and you start to become a customer of one and how you personalize, but it gives you that real-time feedback on what works, what doesn't work, so you can adapt. Now we're back to Cogniz. So two years ago, when Bob Picciano came on, he was just kind of picking out this whole systems of record, which we all kind of get pretty easily in the business. So the engagement was, oh, that was awesome. We totally got that. That's like Twitter, that's engaging. Now you got those two layers. And now with Cognitive, now you have actionable value on top of the engagement. What is some examples that you can share that your customer should know about around this cognitive value proposition? Yeah, let me give you a very specific example. There's a company called Mutual Mind, they're actually over here, and they do this notion of adaptive listening and lead detection. And what it allows you to do is set up triggers, right? Use an example, if Texas and they're interested and their sentiment is positive, they then tap into the Watson API through Bluemix that would then be able to give you a propensity to share the information or the propensity to actually buy. And it uses Watson cognitive capabilities in the backend. So you're like, wow, I can actually mine all the Twitter conversations around a very specific what if then alt statement, a trigger, right? And then use the power of Watson to get a propensity to buy. Again, how do you build that on your own? Well, if it wasn't enabled through a cloud platform called Bluemix with Watson in the backend delivered through a beautiful offering from Mutual Mind. So now pretty much any customer can go out and start to not just tweet things, but now look at the data, group people into categories and apply cognitive capabilities to do they really have a propensity to buy? So they do, you're going to engage with them differently than if you're negative sentiment and you don't like IBM, you would want to engage with them in a different way. But you don't know who those people are if you're just tweeting randomly. You want to, right? And we call that lead detection or adaptive listening. And you get some predictive analysis, get some prescription in there as well. Yeah. And that brings you full circle to the digitization of your business.  And the data shows very clearly when you're able, the closer you can get to a customer of one, the propensity to buy from you goes like this. And the trick is getting to the ultimate, you know, nirvana here of a customer of one, and it was everything about you. Is the customer one paradigm kill the notion of communities or just highlights the value of what communities bring to the table? I think it hides the value of what communities bring because it's the communities that are having the conversations and really what that means is they're sharing their expertise and their experiences. Very communal. Yeah. And we know like in the buying process, the first 70% of the buying journey occurs in those conversations and doing your own research before they would ever come to us. Aided awareness, basically the conversation space is aided awareness. Whereas Jeff Jonas would say the observation space. So you can let those conversations go on in those big groups or you can really tap into them and understand. And it's crowdsourcing with a science behind it with the analytics behind it. And then if you go to the examples used before, then you start to tap into a cognitive engine to help you really understand, you know, are they really, are they going to share it? Are they going to buy it? It's pretty powerful stuff. Scott, thanks for taking the time out of your busy schedule to come on here where the Cube Madness starts on March 15th, getting ready for a March Madness to Cube Madness. We'll have all of our guests nominated and then they take their brackets and you vote for them, go to Cube Madness, check it out on SiliconANGLE.tv. Final word, Scott, share with the audience what the vibe of the show is this year. The folks who aren't here on site, what's the vibe in terms of content, feel, what's going on in the hallway? This has turned into a great show, what is it, 24, 23, 25,000, I'm not sure exactly how many people, but this is a huge, huge event, a lot of new innovation being delivered here through the cloud, you know, what we're doing around cognitive technologies, mobile. The vibe has been great and I've had nothing but good experiences with everyone I've talked to so far. You know, we're just getting started too, right? We've got three more full days. Got three more full days. This is day one. All the most powerful people here on theCUBE, sharing their knowledge, entrepreneurs, IBM executives, you name it, we're going to get whatever data we can, share that with you. This is theCUBE. We'll be right back after this short break.


Welcome to the journey today. We're going to talk about the difference between a logo and a brand Company whether big or small you need a brand and a brand basically is the identity that creates the voice the personality the face Of your company and yes It's nice to have a pretty logo that has your brand colors and represents what you and your business are about But really think of a brand as an umbrella and the logo falls underneath that so the different parts of your brand You have the visual aspects of your brand and that's the logo right your brand colors your logo The typefaces that you use and then there's the copy element So any the written word when your brand is talking online so it could be funny It could be serious so on and so forth and the last element of the brand is the emotional part So how does it make your customers feel when they think about your company and speaking of that when you talk about emotion I think about Wendy's I love them so much because it's so relatable.  They're funny and like you were saying that's not their logo is not necessarily their brand It's just how relatable they are the words they use and how connected they are to their Audience the logo is part of the Wendy's brand, but the brand is so much more when you think of Wendy's You think of they're funny on twitter. They have amazing food frosties, right? You think and then you do think of the logo you think of Wendy herself But all of those elements are part of your brand and your brand can change over time And you hear pretty frequently companies. They're rebranding when you look into it really they just got a new logo If it's a negative brand because as all these bad customer experiences Those are still there a new logo isn't going to solve that problem So you really have to work on all aspects of your brand as part of a rebrand or when you're building your brand And a good question to ask yourself is what do people know me by? That's really the answer or the question to ask when you're talking about your brand Or what do you want them to know you by exactly? And another beneficial thing to have is a brand style guy It'll be really difficult if you had across different social media channels logos and words and fonts colors Exactly, and if you remember back when neely was talking about canva That's an awesome thing to use and making sure that you have the specific Look that you want to have on every every channel Yeah, so that way when your customers go on any of your channels They have that association with you that you built and created So you are creating the brand not just letting the brand haphazardly happen There's no hard fast rules about this you can have it just one piece of paper that says here's the logo Here's how big it is. Here's here's the rules on using our logo Here's the colors and whatnot or it can be this big master document if you're a big big brand But basically with the brand style guide you want to just make sure that those rules are clearly defined What are the visual elements? What are the coffee elements and then what are the emotional elements of this brand that are going to be used across all marketing channels Brands have so many different types of media to be able to it relay themselves on and of course we know It's more than just the logo You know, you have print radio social media and the list continues to go on But it's very important to have that consistency and know that you're going to be the same on each one of those And of course you can definitely get so much more in return by being consistent So just to recap a logo is part of a brand but the logo is not the brand, right? So let me know in the comments below. What is your favorite brand go daddy? I mean extra cool points if you put go daddy just say it and make sure that you like this video Subscribe to our channel and ring the bell so you know when we have new content coming up This is the journey. We'll see you next time


Welcome back to another one. If you're new to the channel, I am Gold Pony. I do new car truck SUV reviews on YouTube. And today we are in the new 2022 Nissan Frontier SV courtesy of younger Nissan in Frederick, Maryland for more information on their inventory. Please feel free to check out the link in the description box below. And so I'm in this one today, of course, because it has been completely redesigned for the 2022 model year. Not only that, this is a little pitch to the dealership, I guess you could say. But if you were to purchase any Nissan at younger Nissan, I will say you get double the powertrain warranty if you wanna go that route because typical powertrain warranty on all Nissan's is five years, 60,000 miles. But again, if you get it from there, 10 years, 120,000 miles. So that is definitely pretty nice as well. So in this video, I will of course be testing out and going over everything about this one from acceleration to braking, steering wheel, ride quality, sound system, exhaust clip, all of that fun stuff. So having said all of that, what do you guys say? Let's just go ahead and jump right into it. And as always, let's start with pricing. So when it comes to pricing for the 2022 Frontier SV, pricing will start at $30,540 for the King Cab 4x2. Crew Cab 4x2 goes for $32,140. Then of course, if you wanted to add four-wheel drive add $3,200 for the King Cab and $3,000 for the Crew Cab. But regardless of which configuration that you go with, the power plant on the Frontier is going to be the same. Powering the Beast is a 3.8 liter direct injected V6 putting out 310 horsepower at 6,400 RPM, 281 pound-feet of torque coming in at 4,400 RPM. Power sent to rear wheels or all wheels through a nine-speed automatic, zero to 60 time coming in at approximately 7.5 seconds with MPG numbers coming in at 18 in the city, 24 on the highway for the rear-wheel drive, 17 city, 22 then on the highway for the four-wheel drive. So then now that we have gotten all of that out of the way, what do you guys say? Let's put the acceleration here to the test first and let's see how quickly we can get our new 2022 Nissan Frontier here up to speed. All right, in three, two, one, there it is. That's actually not bad. I didn't mind that. There is a decent amount of acceleration to that. This is a somewhat larger vehicle. You know, it's a truck after all, but shouldn't have any issues of margin going to the highway. I'll just put it that way. But anyways, to go along with that acceleration as always, braking is equally important. And so as expected, you will find four-wheel ventilated disc brakes that come standard on the new 2022 Frontier. As far as that braking feel goes, it's perfect. I would say it's a little bit more on the firm side, which I personally enjoy. I don't like soft braking feels. So for that reason, I actually really like the braking on the Frontier actually. Then touching on suspension and handling, actually according to Nissan, there is a new and improved suspension for the 2022 model year. Up front, you're gonna get an independent double wishbone type front suspension in the back over slug multi-link rear suspension with the solid axle front and rear stabilizer bars. And as far as ride quality goes, it's actually been perfectly fine in my short test drive here today. I've definitely had no issues there. But now let me touch on the steering feel because it is weighted, I'm gonna say beautifully, except for at lower speeds. I really like the steering feel when you're driving just naturally like I'm doing right now because it is a heavier weight to the steering, which I personally enjoy. It gives you that better driver feedback, instantly pointing you in the direction that you wanna go. But at low speeds, it's almost like there's no power steering whatsoever. It's kind of reminiscent of the Alfa Romeo 4C in my personal opinion. I remember driving that thing thinking, this is the heaviest steering feel in the world because there wasn't any power steering. And that's how this vehicle feels at low speeds when you're maybe just backing out of a parking lot or something. It's crazy. I don't mind it, it's probably just something you're gonna have to get used to. But as far as cabin noise goes, it's been perfectly fine in my short test drive here today. And I would say the frontier is probably one of the better trucks out there when it comes to cabin noise. It's almost non-existent. There isn't any wind noise or anything like that coming into the cabin. So I'm definitely a big fan of that. And then touching on visibility, it's a truck, you're not gonna have any issues there. So I can see perfectly fine out the back. So that about rounds out the performance segment of this review, you guys. Let's now go ahead and take a look at the exterior of our brand new 2022 Nissan Frontier. All right, so here she is, you guys, the new 2022 Nissan Frontier with a fresh new look for 2022. It definitely looks good up front. I love it a million times better than the previous generation. Not that the previous generation was bad, but I think they had that design for quite a long time. So it was about time for the Frontier to be refreshed. And they did a good job with it, in my personal opinion. But let's go ahead and start up front. Of course, you have that brand new Nissan logo looking good front and center. When it comes to the grille of the SV, it will be body colored with a gloss black metallic interior perimeter. Definitely looks good as well. Steel front skid plates coming with the crew cab only, so you will not get that with the king cab. So I wanted to emphasize that. Halogen headlights do come standard to the sides there. LED signature headlights are going to be optional. Automatic feature coming standard as well. LED daytime running lights, optional LED fog lights go for $250. And of course, let me get a little bit closer for this next part. You guys can see the Frontier etched into the front portion of the hood there. And that definitely looks good as well. But last thing I wanted to mention, if you look down below there, you guys can see some front tow hooks towards the bottom then as well. But that pretty much rounds out the front. Again, very good looking front end. Let's now go ahead and make our way to the side of this one. All right, so now since we are around to the side, black windows surrounds do come standard. Body colored power adjustable side mirrors coming standard and heated side mirrors are going to be optional if you wanted to go that route. And again, like I was mentioning to you guys, the Frontier SV is available as a king cab or a crew cab. We actually do have the crew cab. So that is currently what you guys are looking at on the side here. When it comes to the wheel configuration, 17 inch six spoke aluminum alloy wheels come standard. And if you want the side step rails, that goes for around $410 and they are available for the crew cab only. So we don't have them today, but I was able to get in and out of this thing perfectly fine without them. I'll say that. But anyways, pretty much rounds out the side. Let's go ahead and make our way to the back of the Frontier. All right, so now since we are around back of this one tailgate spoiler, you guys can kind of see that. Try to get up a little bit closer so I can show you, but it's not the major. It's just a slight little tailgate spoiler back there. So I wanted to show you guys that. Of course you have that Frontier lettering etched into that rear tailgate as well. Looks good. LED tail lights actually coming standard on the SV. I absolutely love that. As far as the towing capacity goes, if you were to go with one of the optional towing packages, you guys could see that tow hitch down below there. This one can tow up to 6,270 pounds. So don't want to mention that as well. Just below it, all you guys could see there is a single exhaust outlet tucked away. So having said that, I do believe you guys know what we have to do next. As always here is that exhaust clip. All right, so now since we are around to the back of the Frontier, when it comes to opening that rear tailgate, it is a dampened tailgate actually. So when you open this one up, it's going to fall slowly as opposed to just crashing down like some other pickup trucks will do. So did like that. Once opened up, as far as the bed length goes, it comes in at 73.3 inches, which is a little bit over six feet, which is plenty respectable as far as the width goes, that comes in at 61.4 inches. And then the width between the wheel wells is going to come in at 44.5 inches. And overall, as far as max payload capacity, that comes in at 1,600 pounds in case you were curious. But don't want to mention there is a factory spray-on bed liner that is optional. We do have that. I would definitely recommend that. So that's what you're looking at right now. There is a 120 volt power outlet that is optional. Again, we have that as well in the bed. That is pretty dark coal. So you could charge up your drill or your circular saw or whatever you want to do back there. Overhead cargo bed lighting coming standard. There are bed rail caps as well as expected. And LED under rail bed lighting is going to be optional. But I do like the LED bed lighting that we have in the back there. It definitely looks very good. But now let's go ahead and make our way up to the rear seats on the frontier. As far as rear legroom goes, it's going to differ obviously between the king cab and the crew cab. King cab comes in at 26.2 inches. Crew cab however comes in at 33.2 inches. So for reference, I mean even six feet tall. This is how much space I had in the rear seats. I will say 26.2. It's probably going to be better left for storage tools, things like that. But the 33.2 should be plenty fine to fit a six foot adult like myself. I will say that. But 60, 40 split flip up bench seating coming standard on the crew cab. Rear center armrest with cup holders coming with the crew cab only. And there were plenty of charging ports. Not only a standard phone charger, you also have a USB charger as well. And yet again, another 120 volt charger as well. And I love those in trucks specifically because they come in use more often than you think. And if you wanted that rear sliding window that is actually going to come on the crew cab only, not the king cab. So I am able to show it to you guys. Always like rear sliding windows and pickup trucks. I feel like they're a necessity. So it is a manual sliding window, but I do love that it's there. But then making our way to the front seats, manually adjustable front seats coming with the king cab. Six way power driver seat with two way lumbar support for the crew cab. Claw seating is going to come standard leather seating is going to be optional for the crew cab only. Heated front seats, also optional for the crew cab only. As far as seat comfort goes, that was actually plenty fine. Even though they were manually adjustable and they're not leather or anything. Still, seating was plenty fine. I would see no issues whatsoever in taking a long road trip even in the frontier. So that was definitely on point. As far as the steering wheel goes, it is tilt. It is not telescoping, unfortunately. There's leather wrapped for the crew cab. And we do have that today that I like. And if you wanted the heated steering wheel, that is going to be optional on the crew cab only. But having said that, I still was able to find my perfect driving position, but I still wouldn't have minded if they added a telescoping steering wheel to this thing. Because that would of course assist with finding an even better driving position, especially for taller adults, maybe somebody over six foot. So I wanted to mention it. But anyways, let's go ahead and make our way to the startup. Let me start by showing you guys the key here. Do you have your brand new Nissan logo found all the way to the top? And all your buttons are on one side. There is lock, unlock, and then that remote start is going to be optional on the crew cab that goes for $375. That's a circular button towards the top there. But it is all keyless entry when they push button starts. All I'm going to do here, simply put my phone in the brake and press that silver engine start button located just by the driver's right knee. And so once started up, when it comes to the gauge cluster, the tachometer is all the way to your left speedometer on your right. There's a decent sized digital display front and center. And so to control what is on that digital gauge cluster, there actually are steering wheel mounting controls found on the left side of the steering wheel.  Also gives your elevation it looks like as well, which is pretty cool. Gives your engine temp, outside temperature, how many miles you have left until you hit empty as well. But I like the off-road specs that the frontier gives you. So that was pretty clever by Nissan to add that. Of course you can have a digital speedometer as well, but then making your way to overall interior quality, if you wanted a power moon roof that is going to be optional on the crew cab, homelink controls go for $110, another option when that comes with a frameless rear view mirror as well. So that's pretty cool. LED interior lighting coming standard, dual-zone climate control coming with the crew cab as well, wireless phone charger is going to be optional on the crew cab. But overall as far as interior quality goes, it is very practical. I would describe it as that. There's a little bit of contrast stitching just above the passenger side glove box there. Just in front of the shifter, you have a little bit of rubberized storage so things don't slide around. Just behind that you'll have dual cup holders, yet even more rubberized storage just behind them. And within the center armrest, you have a 12-volt power outlet and a good bit of storage within there and actually some little holders for pens and pencils and probably a larger permanent marker maybe as well. So also another 12-volt power outlet to the right of the climate control information there too. So overall, interior quality will definitely get the job done in the new front tier. But now let's go ahead and make our way to the tech because it gets better. Eight-inch color touch screen display coming with the king cab, nine-inch color touch screen display then coming with the crew cab. And that's the one you guys are looking at right now. Bluetooth and audio streaming coming with either Android Auto, Apple CarPlay coming with either of those as well. Factory navigation system is going to be available as well. And of course you can check out your radio information up on that screen. And when it comes to the sound systems of the front tier, you will find six speakers coming standard, but don't want to mention there is a premium package that goes for $2,790. That gives you a 10-speaker Fender sound system. And so we don't have that system here today. We actually have the technology package and I'll touch on that in a little bit here. But anyways, let's go ahead and turn on the radio see what we got playing today and let's test out our six speaker sound system that we have here today. That was kind of fun. Actually a decent amount of bass for a six speaker sound system. Gotta give it credit there. Wouldn't have minded the Fender sound system. Of course, if you're into music, definitely go with the Fender, but that sound system wasn't bad. I gotta be honest for a six speaker sound system. So I didn't mind it, but last thing I want to mention to you guys on that infotainment screen at least is when you do put the front tier in reverse, you will find a rear view camera coming standard across the board, which is always is going to lead us into safety. And so front side, side, rear airbags do come standard driver and passenger knee airbags as well. In the back, you're going to have latch, AKA lower anchors and tethers for children for the rear car seats, rear child door locks, tire pressure monitoring system. It's all pretty boring at this point, but now is the time of going to touch on that technology package, which by the way goes for $990. That's the one that gives you all the advanced safety if you were interested. That's going to include lane departure warning, blind spot warning with rear cross traffic alert, a rear sonar system, AKA rear parking sensors, reverse automatic braking, high beam assist and adaptive cruise control then as well. And so overall, when it comes to my final thoughts here of the 2022 Front Tier SV, I do like the redesign. I think it looks dang good, especially compared to where it was previously. So big fan of that competitive pricing, double the powertrain warranty at younger Nissan. I'm going to pitch it again because I absolutely love that. 10 years, 120,000 miles on the powertrain is definitely a ton of peace of mind there. As far as room for improvement goes, I wouldn't have minded a telescoping steering wheel. I think just about all vehicles these days have that. So think Nissan should add that and not a ton of room in the back seats if you go with the King cab, of course, but the crew cab wasn't bad. So anyways, that is about it for this one. You guys, thank you so much for watching. Feel free to follow me on social media at the bottom of the screen if you want to see what's coming next on the channel before it actually gets to YouTube. Be sure to hit the subscribe and the bell notification button if you're into new car reviews. That is what we do here on this channel. After all, do appreciate you guys watching more than you know and I will see you guys all in the next video. Stay gold.


After only two seasons in the NFL, Cincinnati Bengals quarterback Joe Burrow has risen to the elite tier of the position, managing to lead the Bengals to their first Super Bowl since 1989. With his quick success, you might be surprised to learn the star athlete is still living with his parents in Ohio. But I mean when you love your hometown as much as Joe does, you might not be in a rush to move. In these videos, we don't reveal any addresses and even though I've done a house tour of my own place, please do not show up at any private residences because it's not safe for anyone. Joe Burrow is living his dream. This second year NFL quarterback has now led the Cincinnati Bengals to their first Super Bowl in decades after their recent victory over the Kansas City Chiefs. And while you think a man who is capable of accomplishing something like that must be living the most extravagant of lifestyles, well as it turns out, Joe Burrow has his own idea of what celebrity life should be like. And odds are, it doesn't align with yours. Since arriving in the NFL two seasons ago, Joe must be one of the most conservative celebrity athletes in the world when it comes to his spending the money in his expense account. In fact, he might very well be the only number one pick in the history of professional sports that's still living in his parents' basement. Yep, Joe Burrow is a soon-to-be potential Super Bowl champion, still lives at home with his parents, totally avoiding the party-hard lifestyle of some of his forebears. Like, say, Johnny Manziel, remember him? Come to think of it, Joe's probably got the right idea. Sure, he might be willing to drop a decent amount of cash on those internet-breaking fits, but he's not spending a penny on a house of his own, at least not yet. Instead, he'll spend the next few weeks waking up in his old bedroom as he prepares to take on the LA Rams come February 13th. Hey guys, it's Kara back with another exclusive house tour here on Famous Entertainment, today seeing where Joe Burrow calls home. Don't forget to like, subscribe, and hit me up on Instagram to chat. Now let's get into this video. Joe Burrow is pretty clearly the pride of the plains in Athens County, Ohio. I mean, how many other high school stadiums do you know bear the name of a recent graduate? While Joe was born in Ames, Iowa, his family moved to Southeast Ohio when he was only nine years old when his father was hired by Ohio University to become the Bobcatts defensive coordinator. Growing up in his new hometown, Joe's parents always believed that their son would one day succeed in the world of sports, but at the time they figured it would be basketball. In the 10th grade, however, Joe would join his high school football team, become the quarterback, and never look back after falling in love with the sport that he now plays professionally. Over the next few years, he'd throw 157 touchdowns and over 11,000 yards before being named Ohio's Mr. Football. Then, on his path to becoming a Heisman Trophy winner, Joe would enroll at the Ohio State University for three years before transferring to Louisiana State University, where he would go on to lead the team to the national championship. During his acceptance speech for the Heisman Trophy, Joe would be sure to shout out his roots and speak not only how much growing up in Ohio meant to him, but on how challenging it was as well. His words would reach the heart of people all over the United States and shortly afterward a former Athens high school graduate would start a fundraiser for the Athens County Food Razor, which would bring in over 500 canned donations in just one weekend. Alright, now that we know how deep Joe's roots in Ohio run, what's his life like at home? You know, with his parents. While Joe was waiting to hear his name called in the 2020 NFL Draft, he was doing so from the comfort of his parents' living room in Athens, Ohio. After his name was called that night with the number one pick, the local residents of Athens all hopped in their cars and took to driving past his place, honking their horns as loud as they could in celebration of what he had accomplished. While you might think getting pick number one overall would make Joe move out of his parents' place as quickly as possible, you'd be wrong. And to be honest, I can kind of understand it because Joe's got a pretty cozy setup here that allows him to stay focused without getting sidetracked from his goals.  When he's not scarfing down some homemade delicacies, you can probably find Joe playing a ton of video games. In fact, Joe reportedly still plays a lot of online games with his former high school friends. In terms of what his parents' home is like on the inside, well what we know mostly comes from public records and a few candid pictures from Joe's Instagram account. According to property reports, Joe's place is a four-bedroom, two-and-a-half bathroom residence with 2,661 square feet of space. Upon moving to Ohio in 2005, the family would pick this home up for a pretty reasonable $240,000. Today, it's estimated to be worth around $300,000. Although, I gotta say knowing that Joe Burrow grew up here has just gotta increase the overall value of this place when his parents finally decide to move out. Not that that will be happening anytime soon. Instead, the Burrows are more than content to live in this home located on a cul-de-sac with just enough room for Joe and his family to go out back and toss the old pigskin around when he's got an afternoon off. Of course, the craziest rumor about Joe's house has nothing to do with his parents at all.  Not only did he once sleep with a Star Wars comforter, but he still has his Star Wars curtains hanging up. Meanwhile, the rest of the family home is filled with photos of Joe and his older brothers, especially in the gorgeous family living room where Joe's parents have been giving a series of sit-down interviews for all the news outlets that want to celebrate their son's success. And while I'm sure Joe's parents could talk endlessly about their son's talents, the one and only question I'd want to ask them is, do you want your son out of the house? Well, when asked exactly that by ESPN radio, Joe's father joked that that's what he hopes will finally happen now. But after signing his $34 million rookie contract, Joe is still a far cry away from worrying about moving out. And I mean, really, if you were living in your hometown and accomplishing the type of things that turn you into a local legend and a small-town hero, would you want to leave? Even the surrounding cities outside of Cincinnati, like Hillsboro, are rebranding themselves in honor of Ohio's new favorite son. Now that you're by town, it's going by the name Hillsboro. Yeah, it really only works if you see it written down. Welcome to Hillsboro, sure. Why not? Just don't expect Joe to be leaving any time soon. He's far too comfortable for that. Alright guys, that's gonna bring this latest house tour to a close. After looking at Joe Burrow's living situation in the comfort of his Ohio family home, what did you think? We didn't get to see too much of the inside of Joe's place, but you gotta admit, he lives an entirely unique celebrity lifestyle. Be sure to let me know your thoughts down in the comments. Thanks for watching. Follow me on Instagram to let me know whose homes we should take a look at next. And I'll catch you all in the next video. Bye.