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

Powerful brands in the future will instead carefully choose who'd they'd love to be friends with - and who they'd be comfortable upsetting.

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.

If we define value as emotions - and emotional engagement...i.e. love!

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

Brands must make use of the inclination of consumers to be persuaded by friends.

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