People are spending more and more time on the Internet, right? But the front runners, the heavy users are more and more facing the problem of information overload. They are disconnecting in stead of connecting.

The next trend is going Off line.

We will see more and more (lab)topless meetings, topless holidays etc. And people are trying to find ways to use their free time more effectively (lifehacking). Gmail labs comes with a new feature the TakeABreak option which effectively removes you from all Gmail functions for 15 mins.

For Brands this trend is one to consider. Besides the fact that being relevant will be the only prevention against customers disconnection with your Brand. Brands have to start thinking about how to offer disconnecting experiences, lifehacking widgets and more TakeAbreak tools, products and the like. Customers will love you for it.

It is about a delivering sounds, sights, smells… for a well deserved holiday . It is not about selling it there. It is about people taking it home in their systems. That’s what I call a good Brand association.