New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.

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.

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

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.

Imagine Pepsi without Coke. Impossible, right?

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

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.