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

Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.

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.

Branding is not about what something says or what it means, but how it makes us feel.

What do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities.

Remember, that the logo is really the dot on top of the i.

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