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.

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

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.

Online marketing rarely is able to appeal to more than two senses - yet offline often (if utilized the right way) represents the option of multi sensory appeals.

Once you know the reason why - you've defined your white space of canvas on which you can paint and create a new concept idea. No matter how creative you are - and thus how much creative space you need - there's always some fundamental values and drivers your brand should seek to address - in order to become successful.

Thus ideas like subliminal advertising today rarely works and or even exists.

The reality is that a brand can no longer afford to be "friends with everyone."