Merging With the Infinite

David Armano is VP, Experience Design for Critical Mass and he has a new theory. He believes we will move from multiple connected touchpoints to infinite touch points.

I am fairly certain that we are moving toward a time where the way we interact with brands and their products and services will seem infinite.
Maybe, just maybe—each time we have any interaction with a brand’s product or service we’ll create a mental note of how that experience felt. If touch points become infinite—or just seem that way, then the opportunity for deeper levels of a relationship become possible.
But only if the infinite touch points succeed in reaching that ideal “iiquid state of flow”—or at least make it feel that way to the end user, consumer or participant.

Thankfully, The Kaiser has another read and delivers it in the comments: “I think that during the next 20 years we will learn to avoid and negate brand touch points and experiences. I believe that these touch points will become so “average” that we will learn to opt out and ignore them.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. The Kaiser is right. I’m going to go back to interacting with my bank teller. My bank’s Websites, ATM’s and mobile options are pretty average. I kind of miss that face to face interaction with Bob. Wonder if he stills works there…. 😉

  2. There are one or two check-out kids at the smaller grocery store with higher prices that seem so genuine in asking me how I am, that I will now go to that lane if I have a choice. I am in not such a giant hurry. The mere politeness of young people being honest and helpful changing my behaviour, telling me I can wait in line is kinda silly, but I do it anyway.
    I refuse to believe it is some company’s marketing solution and indoctrination.I want to believe it is downright wholesome at home training.

  3. Infinite BS. Brands tend toward a state of commoditization. That is why so many of them are heavily price driven. While technology and Product Design evolve on the surface, the bulk of the iceberg driving consumer preference – Perceptual Innovation and the attendent Perceptual Monopoly the brand can own are completely missing. Give a bank infinite touchpoints. Washington Mutual proved that the marks just go for the free checking every time. All the other services and touchpoints were just taken for granted. Cost-of-entry touchpoints.
    Ya gotta have a teller. Only e-surance has cracked the need for brick and mortar.