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.

Brands must make use of the inclination of consumers to be persuaded by friends.

Branding is not about what something says or what it means, but how it makes us feel.

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.

Imagine Pepsi without Coke. Impossible, right?

We're all obsessed with our smartphones and thus really don't see anything around us.

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.