What do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities.

If we define value as emotions - and emotional engagement...i.e. love!

We're also more affected by aspirational signals in an offline world where it is more difficult to "hide" and thus indirectly increases the influence from others.

Opinion free brands simply will struggle to survive in the future - of that simple reason that we increasingly want to associate ourselves with opinionated and authentic brands.

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

[Logo] is an encapsulation of an emotion.

Today's evangelism is just as likely to take place via chat rooms and viral videos as it is in a personal conversation or a sermon.