We're also more affected by aspirational signals in an offline world where it is more difficult to "hide" and thus indirectly increases the influence from others.

In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue - consumers want to support brands with a purpose - one that justifies an emotional engagement.

I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.

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

Opinion free brands simply will struggle to survive in the future - of that simple reason that we increasingly want to associate ourselves with opinionated and authentic brands.

Roughly 21,000 new brands are introduced worldwide per year, yet history tells us that more than 90% of them are gone from the shelf a year later.

[Logo] is an encapsulation of an emotion.