Sergio Brodsky: Why the Internet of Things will make context a brand’s ultimate advantage

As the IoT turns every object into a communication channel, understanding the power of context becomes a brand’s ultimate advantage. By Sérgio Brodsky.

Change is just as constant as our resistance to it.

Thus, a relentless state of tension is what really defines human behaviour. This is verified by homoeostasis, a physiological property in which living organisms will self-regulate to remain constant. It explains why it is so hard to form new habits and even harder to break away from them.
It’s also why I buy into Byron Sharp’s mental and physical availability need for brands to grow; just be there, create the context and the buyers will buy.


This article originally appeared in The Intelligence Issue, our April/May issue of Marketing magazine.

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