RAGING AGAINST THE MACHINE

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The infusion of screens into our lives is spurring fear and resentment, and some fretting about what’s been lost in the embrace of digital devices. Our love affair with mobile devices is turning into a love-hate relationship. People are becoming more aware of how much time they spend – in meetings, on the street, at meals, during family time, etc. – with their heads down, immersed in mobile devices. So more of us will make an effort to keep our heads up, be better attuned to people and the environment, and ask others to do the same. Brands can enable or encourage this mindful approach, as Buick did with its #InTheMoment campaign – a campaign that encourages consumers to take a pledge to spend less time on their phone and more time #InTheMoment. KFC created a Phonestack app that rewards players for leaving the stack undisturbed. In Brazil, an ad agency created the Offline Glass: a beer glass with a notch the size of an iPhone at the bottom. The drinker’s iPhone must remain on the bar in order for the glass to balance. Brands have plenty of opportunity to encourage and foster periods of focused interaction, showing people what they’re missing when they are absorbed in their devices.

Source: 10 Mobile trends for 2014 and beyond (May 2014). JWT.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros dkachiros@gmail.com dkachiros.com 214-596-8468

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