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.

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

Brand handling synergy means developing and communicating your company's values and identity consistently.

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.

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.

Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.

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