The cornerstone of religion, a clear vision can inspire great action and firm conviction.

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

Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.

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

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

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.

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