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  • Could you ever trust a brand like you can your best friend?
  • Could you ever trust a brand like you can your best friend?
    Ben Barnes, Creative Commons (2011) ©
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Would you want a brand to be your BFF?

Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.