Brands want people to interact with their products and services - because interaction can take on value as an alternative to traditional currencies - and they're constantly searching for the best exchange rate. But what's in it for consumers?

In the first of a two part series, Mandy Saven evaluates the role of the shopping mall in the light of economic hardship, looking to innovative, albeit temporary, solutions for brands wanting to make an impact.

If transactions can be intangible, could they become entirely incalculable? At The Merit Shop, money is meaningless. Instead, goods are purchased in exchange for interesting talents and skills, questioning the true definition of 'value'.

A new campaign from Nike converts the distances participants run into tangible rewards. By introducing an element of gaming, the brand is encouraging greater loyalty and creating an Alternative Currency that revolves around sweat, not money.