Because we're always more woundable when caught at exactly the time where we're in the mood for that particular product or service - and as Big Data increasingly are able to pick up on clues revealing desire - automated systems are increasingly able to hit at exactly those moments, across those channels we move - with an offer matching exactly what we're desiring.

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 did however realize that only 4% of the world's population turns creative when in contact with water and thus we dialed this dimension down and changed direction.

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

Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.

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

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