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

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.

Today's evangelism is just as likely to take place via chat rooms and viral videos as it is in a personal conversation or a sermon.

Storytelling has driven faith and religious practice, keeping them alive for millennia. Just as every hymn, icon, and stained-glass window in a church links to a story, brands have the potential to build holistic identities.

Spinning out of my neuromarketing work where, based on scanning the brains of 2,000 respondents' brains using fMRI, we learned that there's a huge correlation between religion and branding - and thus the way that brands intend to generate customer evangelism are to be constructed.

The fact that we all leave behind seemingly insignificant clues behind ourselves - emotional DNA or what I call Small Data - which are able to describe with an insane accuracy who we really are, our personalities and desires. But even more how we all represents out of balances - perhaps I feel too overweight, feel alone or feel I haven't achieved what I'd hoped for when hitting 40. These imbalances are surprisingly visible when visiting consumers' homes - and surprisingly invisible when relaying on Big Data.

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