I walked past an airport kiosk selling Bose headphones and speakers.  A “new” sign hung under one item.  The Bose representative sat in a chair fully immersed in an ebook.  Metallica blared from the speakers.  The music and “new” sign were going to be responsible for any sales today.  The salesperson was too caught-up in something more important.

Branding an item as new does not mean people with spring into action.  We must connect and provide significance before real and meaningful interactions can take place.