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

Because we're always more woundable when caught at exactly the time where we're in the mood for that particular product or service - and as Big Data increasingly are able to pick up on clues revealing desire - automated systems are increasingly able to hit at exactly those moments, across those channels we move - with an offer matching exactly what we're desiring.

Powerful brands in the future will instead carefully choose who'd they'd love to be friends with - and who they'd be comfortable upsetting.

Placing a wedge of lime in the neck of a Corona bottle helps sell those beers. And where did that ritual come from? One story has it that two bartenders in California were curious how fast a ritual could spread. Astonishingly fast, they discovered.

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.

Thus ideas like subliminal advertising today rarely works and or even exists.