At-­‐a-­‐Glance  

This is our strategy at a glance, our aim for

the brand and product. It is the most
positive and truthful thing we could say.
Life’s Operating System
We need to amplify this truth, consciously
putting it at odds with convention, in a way
that our consumer is not comfortable with.
 
 
Tension  
  When technology goes down,
What is the psychological, company-
centric, categorical, sub-cultural or cultural
tension around this truth? It needs to be a
we go down.
genuine coiled-up discomfort and a “real
world” reflection of how they think about
the offering.
 
 
Question   How do we transform device
  protection and tech support into a
How can we release the tension and
therefore adjust our consumer’s thinking? lifestyle service we proactively buy
This is our challenge and our connection
opportunity, to fit the brand and product to guarantee life keeps on flowing
into their lives where it didn’t fit before.
  beautifully?

 
Free  Ideas   Shred the cover at CES.
 
Instant virtual replacement device.
 
Celebrities ‘run’ on Asurion.

Life’s Operating System digital dashboard.