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SXSW 2020

How to be Unforgettable in the Frictionless Future

For some time, brands and businesses have been in a race to remove the pain points and create frictionless experiences; from one-click ordering systems to voice enabled reordering. But what happens when this is taken to its natural conclusion?

Are we failing to see that brands may become meaningless, unseen, commoditized and forgettable as we remove all relationship with their audiences? Are we unintentionally destroying what makes a brand memorable and leaving behind ‘ghost brands’?

We will explore how memories are actually made – and the lessons for brands on how to stay memorable in the frictionless future. This session will share practical steps for adding friction into experiences and give tips for helping brands be memorable and engaging in a frictionless future.

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Additional Supporting Materials


  1. How can you become ‘more human’ and ‘less ghost’?
  2. How can your brand stand out and be memorable?
  3. How do you create engaged audiences in the future?



Hannah Matthews, Managing Partner, Karmarama

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Advanced
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