Heather is a teenager who would literally die if she couldn’t IM her friends a hundred times a day. It’s a soccer mom in a minivan who risks life and limb to get through a few more levels of Candy Crush. It’s a personal trainer who recruits over half her new clients from selfies she posts on Instagram.
We are more dependent than ever on the digital platforms that support our everyday lives. When our primary point of contact with brands is no longer a TV commercial or a print ad, our loyalty and purchase behavior are determined by user experience and utility.
What we buy, what we share, which brands we embrace and which we reject are a result of our digital experience. Together, storytelling and technology influence our behavior on a deeper and sustainable level than either one alone.