Imagine Pepsi without Coke. Impossible, right?

Storytelling has driven faith and religious practice, keeping them alive for millennia. Just as every hymn, icon, and stained-glass window in a church links to a story, brands have the potential to build holistic identities.

When we brand things, our brains perceive them as more special and valuable than they actually are.

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.

Rituals build brands.

I did however realize that only 4% of the world's population turns creative when in contact with water and thus we dialed this dimension down and changed direction.

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