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 global brand building strategy is, in reality, a local plan for every market.

I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.

Sex doesn't sell anything other than itself

Brand handling synergy means developing and communicating your company's values and identity consistently.

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

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