Powerful brands in the future will instead carefully choose who'd they'd love to be friends with - and who they'd be comfortable upsetting..

Big data is great when you want to verify and quantify small data - as big data is all about seeking a correlation - small data about seeking the cau….

The enemy shapes the brand..

Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand ….

Brands must make use of the inclination of consumers to be persuaded by friends..

Imagine a smashed stained-glass window, a page torn from a Bible, or a snippet of choral singing. You would still recognize their religious roots, wo….

Once such emotional engagement has been created - demand will always follow - yet one could say the "side product of your effort is demand" the prima….

Remember, that the logo is really the dot on top of the i..

A global brand building strategy is, in reality, a local plan for every market..

Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any….

Here in particular the idea of contextual communication - i.e. communicating the right message, at the right time to the right audience - seems to ge….

Products are produced in the factory; brands are produced in our minds..

Rituals build brands..

Storytelling has driven faith and religious practice, keeping them alive for millennia. Just as every hymn, icon, and stained-glass window in a churc….

We're no longer bored - in fact we're petrified of being alone with ourselves getting bored. Yet boredom is the foundation for creativity - an asset ….

Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation..

Branding is not about what something says or what it means, but how it makes us feel..

Brand handling synergy means developing and communicating your company's values and identity consistently..

Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking..

What do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities..

When we brand things, our brains perceive them as more special and valuable than they actually are..