What are the implications for brands as interaction moves beyond screens and into the physical world? How can designers and brands capture the attention and focus of consumers as interaction goes 'outside of the box'?
Capturing the attention and focus of
consumers is important in the old world of TV and outdoor signs where
marketing is context-free. In a context- and mind-aware world, branding
can be much more subtle and, sometimes, even unnecessary as a way to add
value to a customer. Branding the way it is done today is spam in the
future (it is already in many cases).