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

Rituals build brands.

Think about it - what's the first thing you do when waiting for someone who's late? Grab your smartphone and do something with it ...anything with it - so that you don't look like a loser. However by doing so we've lost our ability to be present - to observe, to connect with others and most importantly to be bored.

Imagine Pepsi without Coke. Impossible, right?

Word-of-mouth is powerful, trusted, and cheap.

A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.

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.