Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

4020 I believe brands need to generate positive friction

Technology has changed how consumers and brands encounter one another. Encounters are increasingly frictionless. This has some enormous benefits for both consumer and brand, but brands need to be careful: removing too much friction risks marginalising the brand into obscurity. Therefore brands need to generate positive friction. The strongest brands in the future will be those that get the balance of friction and frictionlessness right.

Open/Download Document Here

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.