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

Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages.

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

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.

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

Placing a wedge of lime in the neck of a Corona bottle helps sell those beers. And where did that ritual come from? One story has it that two bartenders in California were curious how fast a ritual could spread. Astonishingly fast, they discovered.

Think about it - what's the first thing you do when waiting for someone who's late? Grab your smartphone and do something with it ...anything with it - so that you don't look like a loser. However by doing so we've lost our ability to be present - to observe, to connect with others and most importantly to be bored.