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

[Logo] is an encapsulation of an emotion.

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.

I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.

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

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

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