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

Imagine Pepsi without Coke. Impossible, right?

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.

If marketers could uncover what is going on in our brains that makes us choose one brand over another-what information passes through our brain's filter and what information doesn't-well, that would be key to truly building brands of the future.

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.

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

Thus ideas like subliminal advertising today rarely works and or even exists.