The consumer has become increasingly sophisticated in the way they obtain and digest information - of the simple reason that they've become comfortable about building and maintaining their own personal brands. This has thickened their "filter" and as a result made them become more critical towards advertising and communication.

The enemy shapes the brand.

The world's holy texts are built on ancient oral traditions.

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.

Rituals build brands.

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

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