Imagine Pepsi without Coke. Impossible, right?

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

Products are produced in the factory; brands are produced in our minds.

[Logo] is an encapsulation of an emotion.

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.

The consumer has become increasingly sophisticated in the way they obtain and digest information - of the simple reason that they've become comfortable about building and maintaining their own personal brands. This has thickened their "filter" and as a result made them become more critical towards advertising and communication.

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.