Go Analog

Sun, 08 Jan 2017 11:35:00 -0800

One of the most talked about brands of this year’s International CES might surprise you. American Greetings launched a viral stunt campaign for a “device like no other”; a powerful “sentiment-delivery system” known as the greeting card. The brand enlisted Nick Offerman to be its ambassador, extolling the virtues of analog communications and hand-written expression.

It was a wise move by the brand, asserting relevance at a very unexpected venue with a clever and humorous message. But the idea behind it is much bigger than a one-time stunt. Human touch is disappearing from most of our communications and interactions. This is not only true for brands, where more and more purchase activity is occurring digitally, but also for humans, in general. Time and again I find myself counseling junior colleagues (and my own children) to skip the email and pick up the phone when they want to resolve a problem or connect with someone else. This direct and synchronous communication with others is increasingly rare.

Touch-Points on The Findings Report

Go Analog