Brands treat us like the replicants in 'Blade Runner'

Many brands have come to the same conclusion as the fictional Tyrell Corporation in "Blade Runner": by giving their products a past and a personality, they can increase their power of influence on the consumer, writes Wahyd Vannoni. The classic sci-fi film "Blade Runner" is set in 2019 Los Angeles. But one of the 1982 movie's main characters, replicant Leon Kowalski, was created yesterday -- April 10, 2017. Replicants like Kowalski were created by the fictional Tyrell Corporation, who imbued these machines with memories and a sense of personal history to better control them. Now that we've reached Kowalski's "inception day," many brands have come to the same conclusion: by giving their products a past and a personality, they can increase their power of influence on the consumer.