Brandware: When Brands And Digital Media Collide

Technology the way we see it has always been an extension of our body (like the Media, as we are told by McLuhan). Between the Low-Technology and the High-Technology it is the latter that is convincing, winning [with] us. The “Engagement”, the Capture, addresses us to Persuasion, a Seduction, or in a second level, a Surrounding, a “Commitment”. There is a hybrid point as an outcome from the fusion between Brand and Technology, considering the appropriation Brands make of Technology, and vice-versa. We are entitling this domain as Brandware, that is but the range of perfect convergence between what the Brand wants and could have, and what the User-Consumer grants himself in the Present mediatized, technological and scientific background. The result of this equation, which is a tense one, is that a new character type is emerging, and a full range of new discourses stone-based hovering firmly on top of the Undisconnectable Communication logic.