Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.

Word-of-mouth is powerful, trusted, and cheap.

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.

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

The enemy shapes the brand.

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.

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.