Here in particular the idea of contextual communication - i.e. communicating the right message, at the right time to the right audience - seems to generate an increasing effect on the consumer in a manipulative way.

Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages.

The enemy shapes the brand.

If you were to close your eyes and walk into a place of worship, the sounds and smells would alert you to where you were: ringing bells, incense, the rumble of a massive organ. Most brands are lacking these sensory stimuli.

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.

Sex doesn't sell anything other than itself

The consumer has become increasingly sophisticated in the way they obtain and digest information - of the simple reason that they've become comfortable about building and maintaining their own personal brands. This has thickened their "filter" and as a result made them become more critical towards advertising and communication.