Products are produced in the factory; brands are produced in our minds.

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

Placing a wedge of lime in the neck of a Corona bottle helps sell those beers. And where did that ritual come from? One story has it that two bartenders in California were curious how fast a ritual could spread. Astonishingly fast, they discovered.

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

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.

If marketers could uncover what is going on in our brains that makes us choose one brand over another-what information passes through our brain's filter and what information doesn't-well, that would be key to truly building brands of the future.