Fear can come across in absence of sharp corners, locked windows in hotel rooms, locks, passwords, security...fairytales (the type of storylines)...in fact everywhere.

A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.

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

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.

The U.S. has dominated and continues to dominate the society and thus products and brands activating fear - and subsequently removing fear are selling substantially better than in other countries.

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.