Branding the invisible

What do Uber, Zoom, and Apple Pay have in common?

All sit at the magical intersection of hardware, software and connectivity but by virtue of their digital existence, the interactions they have with us do not exist in the real world. They are effectively invisible. That doesn’t mean they should ignore branding though, in fact it’s important they add elements of visibility to stop them falling into the shadows. But it’s not always obvious how.

The biggest challenge is that brands lack real-world opportunities to differentiate themselves in people’s minds. Added to that, the reason we’ve adopted them so quickly is their skill at removing unwanted interactions, rather than introducing additive ones.

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