Placing a wedge of lime in the neck of a Corona bottle helps sell those beers. And where did that ritual come from? One story has it that two bartenders in California were curious how fast a ritual could spread. Astonishingly fast, they discovered.

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.

[Logo] is an encapsulation of an emotion.

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

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

The cornerstone of religion, a clear vision can inspire great action and firm conviction.

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.