As for butlers, brands have to be here without being noticed.
Somewhow paradoxical, brand awareness counts for only a few sec in our lives, even if it has to be every week.
Same story for purchase journeys willing to make the process as seamless as possible. Yet it doesnt mean that brands have to be remarkable. It has to be easy to spot for a very solemn moment of truth.
Brands should behave like Snake in MGS, as a kindda soul mate, always here but absent at the same time.
[updated] funny uh?