Think about it - what's the first thing you do when waiting for someone who's late? Grab your smartphone and do something with it ...anything with it - so that you don't look like a loser. However by doing so we've lost our ability to be present - to observe, to connect with others and most importantly to be bored.

We're also more affected by aspirational signals in an offline world where it is more difficult to "hide" and thus indirectly increases the influence from others.

Brands must make use of the inclination of consumers to be persuaded by friends.

A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.

If we define value as emotions - and emotional engagement...i.e. love!

Powerful brands in the future will instead carefully choose who'd they'd love to be friends with - and who they'd be comfortable upsetting.

We're all obsessed with our smartphones and thus really don't see anything around us.