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.

Spinning out of my neuromarketing work where, based on scanning the brains of 2,000 respondents' brains using fMRI, we learned that there's a huge correlation between religion and branding - and thus the way that brands intend to generate customer evangelism are to be constructed.

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

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.

Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages.

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.

Roughly 21,000 new brands are introduced worldwide per year, yet history tells us that more than 90% of them are gone from the shelf a year later.