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.

We're also more affected by aspirational signals in an offline world where it is more difficult to "hide" and thus indirectly increases the influence from others.

If you were to close your eyes and walk into a place of worship, the sounds and smells would alert you to where you were: ringing bells, incense, the rumble of a massive organ. Most brands are lacking these sensory stimuli.

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.

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

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.

A global brand building strategy is, in reality, a local plan for every market.