I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.

In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue - consumers want to support brands with a purpose - one that justifies an emotional engagement.

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

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

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.

Online marketing rarely is able to appeal to more than two senses - yet offline often (if utilized the right way) represents the option of multi sensory appeals.

Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages.