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

Branding is not about what something says or what it means, but how it makes us feel.

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

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.

New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.

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.

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.