Brandware

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.