The fact that we all leave behind seemingly insignificant clues behind ourselves - emotional DNA or what I call Small Data - which are able to describe with an insane accuracy who we really are, our personalities and desires. But even more how we all represents out of balances - perhaps I feel too overweight, feel alone or feel I haven't achieved what I'd hoped for when hitting 40. These imbalances are surprisingly visible when visiting consumers' homes - and surprisingly invisible when relaying on Big Data.

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

New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.

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

Fear can come across in absence of sharp corners, locked windows in hotel rooms, locks, passwords, security...fairytales (the type of storylines)...in fact everywhere.

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.

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