Brand encounters of the frictionless kind: I believe brands need to generate positive friction

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Technology has fundamentally changed how brands connect with consumers and how consumers encounter brands. These connections and encounters are increasingly frictionless. Frictionless connections and encounters undoubtedly bring benefits to both parties, but I believe the pendulum has swung too far toward frictionless. Removing friction risks marginalising the brand to the point of obscurity. To avoid this brands need to generate friction in the moments that matter, but too often brands' attempts at generating friction result in intrusive and interruptive experiences for the consumer. But brands can harmonise frictionlessness with positive friction to the mutual benefit of consumer and brand.

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