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.

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.

The world's holy texts are built on ancient oral traditions.

Big data is great when you want to verify and quantify small data - as big data is all about seeking a correlation - small data about seeking the causation.

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

Once such emotional engagement has been created - demand will always follow - yet one could say the "side product of your effort is demand" the primary purpose is to create love.

Opinion free brands simply will struggle to survive in the future - of that simple reason that we increasingly want to associate ourselves with opinionated and authentic brands.