SXSW 2020
The Case For Friction in a Frictionless World
Description:
In a world obsessed with speed, brands are increasingly prioritising the most efficient and most seamless ways to connect with consumers. But while technology is revolutionising what is possible, is the pursuit of entirely frictionless experiences actually eroding a brand’s ability to truly engage and connect? On this panel, we hear from leaders of two of the world’s most iconic tech brands, Google and Uber, on the value of creating ‘friction-ful’ experiences as part of their ecosystem, which uses technology and creativity to create lasting connections between brand and consumer.
Memorable experiences that truly engage people with the perfect blend of technology and humanity. The It's the new currency of business, But is it possible that in the pursuit of entirely frictionless utility and seamless consumer experience, brands might actually serve to commoditise themselves into the obsolete?
Other Resources / Information
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Takeaways
- To identify when and where the addition of friction enables uniquely meaningful connections between brand and consumer
- Understand how the blend of seamless and friction-ful experiences across a consumer journey will shift across categories, audiences and markets
- Specific examples of where the application of friction in the consumer journey has driven brand growth for two of the world’s most famous tech brands, Google and Uber
Speakers
- Kate Ivory, Strategy Partner , OMD EMEA
- Emily Henderson, Head of Media, Google EMEA
- Patrick Stal, Head of Marketing, Uber EMEA
Organizer
Kate Ivory, Strategy Partner, OMD EMEA
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