Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.

The reality is that a brand can no longer afford to be "friends with everyone."

Rituals build brands.

A competitor is a valuable foil that unites a company from within and pushes the brand's boundaries.

Here in particular the idea of contextual communication - i.e. communicating the right message, at the right time to the right audience - seems to generate an increasing effect on the consumer in a manipulative way.

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.