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

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.

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.

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

[Logo] is an encapsulation of an emotion.

Imagine Pepsi without Coke. Impossible, right?

Spinning out of my neuromarketing work where, based on scanning the brains of 2,000 respondents' brains using fMRI, we learned that there's a huge correlation between religion and branding - and thus the way that brands intend to generate customer evangelism are to be constructed.