It was the most Googled TV show of 2014, the most mentioned series on Facebook and boasts the most illegally downloaded TV episode ever – the finale of season three. Now, Game of Thrones is set to be the first ever TV show to be screened in IMAX cinemas.

According to the world of online dating, coming across as an arse to some can make others love you more. If having haters makes those who like you like you all the more, does the same psychology apply to our relationships with brands? And does it actually pay for a brand to rub part of its audience up the wrong way?

Amidst endless sexting scandals, Snapchat has created a photo-sharing app where each image expires after ten seconds of viewing, and in doing so, creates a safe space for friends to express themselves through images without fear of consequence.

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.