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.

I did however realize that only 4% of the world's population turns creative when in contact with water and thus we dialed this dimension down and changed direction.

Word-of-mouth is powerful, trusted, and cheap.

The enemy shapes the brand.

Roughly 21,000 new brands are introduced worldwide per year, yet history tells us that more than 90% of them are gone from the shelf a year later.

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

If you were to close your eyes and walk into a place of worship, the sounds and smells would alert you to where you were: ringing bells, incense, the rumble of a massive organ. Most brands are lacking these sensory stimuli.