Brand Machine

by Cristian Colocho

Behinds of scenes of computer boys and stipes radio, plus personal stuff.

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2017. Forward. Resolutions?

 Stop changing the tech I own but how I use the tech I own

In 2016 I went through two laptops, at least three phones, and two wearable devices, all in the name of trying to increase my productivity. The odd thing was, deleting every social media account but twitter is what had the largest affect on my output. Improving how I use my gadgets is what I want, since changing the gadgets themselves has proved to be a largely fruitless and expensive procedure.

Tech is just a tool, the more expensive tool you buy does not change the way said tool is used. I can say that iA writer has made me a better writer, that isn’t true. It’s only made me feel like a better writer. That feeling is just a luxury past a certain point. I can say the Apple Watch made me more prone to exercise than the Microsoft Band I had, when in actuality it’s just a more fashionable version of the same device.

More tech

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The Best Things of 2016

2016 sucked, but most of the art was really good.


  • Blonde by Frank Ocean is album of the year, it’s had the most interesting twists and turns on each repeated listen.
  • Lil Boat by Lil Yachty is the best mixtape, it’s fun and we need more fun art.
  • Cosmic Explorer by Perfume is the biggest disappointment, I expected much more from the latest Perfume drop and only got one great single with a bunch of weak B sides.
  • Tea for Three by Negicco is the biggest surprise of 2016. It might not be huge, but it has richness and substance that makes it a great album.


  • Halo 5 is the best multiplayer game of the year, 343 spent the entire year adding new content to the game and did nothing but improve the most competitive first person shooter on the market.
  • Super Mario Run is the best single player game, only for proving that iOS can be on the same level as console gaming in terms of

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Learning Swift Day 0

As someone who never commits to anything, I’ve decided that I want to commit myself to learning Swift. I know a bit of C from programing classes I took back when I actively attended college. And as I’ve somehow1 gone all Apple with my computers, Swift seems to be a great option.

So I decided to start blogging my journey as it will help hold me accountable to going through with my attempt to learn!

 Types of stuff

Apple has a great WWDC2 session on Swift. Swift is smart when it comes to data types and declarations which for someone coming from C is really nice. It is smart about assuming what kinds of data you want to declare and which is going to be passed through in and out of functions, it is quite time saving.


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If Apple isn’t right, then who is?

I used to not be jaded about computers. I remember being told what the future of computing would be every couple of months as a kid and then downloading some god awful beta and loving it. I remember not feeling so indifferent when a new platform would launch.

Maybe it started to fade when in 2010 when Google killed Google Gears, saying offline HTML5 apps would be the future of computers. And then telling me the same in 2011. And 2012. And 2013. And 2014.

Maybe it began to fade when Canonical spent the good part of a decade pushing platforms that never actually came to fruition, allowing desktop Ubuntu to wither claiming that a rewrite is just months away.

Maybe it was when Nokia gave up on Meego and got into bed with Microsoft.

Maybe, I changed.


Steve Jobs said that we are in a post-PC era when he announced the iPad, and then tablet sales ended up falling and looking a

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I was about to delete all of these posts, but that seemed like poor taste, but I just want to say hi.

Things are going well, i’m still not writing.

But, you can now have a Santa Emoji with my skin color and that’s pretty ok.


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Careers and Colleges are hard choices

 This post is over a year old, and likely doesn’t reflect my current thinking or mindset.

Recently, I had the opportunity come across for me to enter into the Iron Yard Academy. The Iron Yard is a 12 week program and offers employment assistance, the programs vary from different types of development, ranging from Ruby to basic iOS. There’s always the slight risk that a 12 week how to code program is going to be a dud, but when I met with the director and teacher in person, most questions of the validity of the program subsided. It checked out.

While I was speaking to the teacher of the program, I was told that most jobs out of the program would be “setting the type, and not building the printing press.” That in of itself was quite fine given the time spent in the class but after that was said all I could think was “fuck building the printing press, i’d have the time of my life doing

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Generic After Apple Keynote Think Piece on the Apple Watch

 This post is over a year old, and likely doesn’t reflect my current thinking or mindset.

 Tim Cook’s legacy on Apple is going to be him making the company known as a high fashion brand.

The Apple Watch is the first mixing of fashion and tech that hasn’t been a mess. The Apple watch has great ui, fashionable hardware, and a large user base of customers willing to buy it. This is something that Android OEMs have never been able to achieve. They’ve never shipped products that sell widely, are fashionable, and have great user experiences. It’s always been a pick two out of three, or less.

The Apple Watch is rounded metal, most likely aluminum, and the biggest selling point hardware wise is the absolute plethora of styles in which you can wear it. They have sophisticated gold and real leather strap styles, sports styles which look to be out of fitbit or nikes playbook, and all sorts of

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Binging Versus Episodic Consumption

 This post is over a year old, and likely doesn’t reflect my current thinking or mindset.

I have been on a binge of comic books lately. When Telltale Games released the quitawesome Wolf Among Us, I got hooked on the story enough that I started to check out the series it is based upon. Fables is the name of that series, and it was the start of my new wonderful hobby, reading comics. But reading through all the backlog of comics had me wondering about how binging on content versus waiting month to month for it changes an opinion of the work as a whole.

Fables as a series has been publishing monthly since 2002, under the DC imprint Vertigo (Sandman, The Watchmen, V for Vendetta, etc). I purchased every trade book (a collection of 5 or more issues into one volume) and essentially read them all in a weekend. As I binged through the entire series, it had me wondering how my view of the work

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Direct versus Indirect

 This post is over a year old, and likely doesn’t reflect my current thinking or mindset.

A common trope among those who write about Apple is that a service is somehow less of a real product when you are not paying for it directly. The biggest example of this being Google, and because of how they sell your information to advertisers, you have no influence on their product development. When one pays for a product, you have a “relationship” with the creator of said product. Without ones direct support, the product would not sustain itself and therefore wouldn’t be successful.

This, as any skeptic would point out, is bullshit. The argument that giving information isn’t just as direct as using a real currency sounds nice in theory, but isn’t true in practice.

If one didn’t give out their information to Google, then Google would have less information to sell to advertisers causing them to

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