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

- Martin Lindstrom

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

- Martin Lindstrom

Rituals build brands.

- Martin Lindstrom

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

- Martin Lindstrom

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

- Martin Lindstrom

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 …

- Martin Lindstrom

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

- Martin Lindstrom

The enemy shapes the brand.

- Martin Lindstrom

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.

- Martin Lindstrom