Big data is great when you want to verify and quantify small data - as big data is all about seeking a correlation - small data about seeking the causation.

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.

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.

Word-of-mouth is powerful, trusted, and cheap.

New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.

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

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.