Low use of 'agent animation' means first-mover opportunity in bringing brand to life

(Boston College) The new research focuses on the concept of agent animation - self-directed motion of a brand logo that makes it feel alive. Think of the Pixar lamp burying the letter 'I' by jumping on it. Why aren't more brands being brought to life through agent animation? What's the upside with giving a brand its own personality? Low usage means there's 'first-mover' opportunity for some companies, but only if the brand is already aligned with dynamism.