Modern brands and products are layered with complexity, and for that very reason, are more dynamic than ever. This creates multi-dimensional challenges, each in need of a great new design solution. At the same time, they’re also developing humanistic names and personalities, which in turn hint at and even create co-dependent relationships. They increasingly take up physical, digital and invisible spaces, and some even expect us to talk boldly with them. This requires creatives and marketers to invent deeper interactions, which must be learned by all parties over time.