Shareability is being talked up as the new ROI, its relevance due to the 4-Screen world billions of us are interfacing with in our daily toils. From the TV to the Laptop, to the smart phone and the tablet, the interface is critical in capturing attention and enticing shareability.

Word of mouth is the number one influencer of purchases and consequently interface plays a key role in our ‘social sharing’ way of life. Therefore, is interface design becoming more important than a brand’s core identity? And should interface take the lead in the approach to branding? It does throw open a good debate on the role of brand and the sum of its parts.

I’m off to the cinema (the 5th screen:).