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.

Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.

Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.

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

Imagine Pepsi without Coke. Impossible, right?

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.