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

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

If you were to close your eyes and walk into a place of worship, the sounds and smells would alert you to where you were: ringing bells, incense, the rumble of a massive organ. Most brands are lacking these sensory stimuli.

Storytelling has driven faith and religious practice, keeping them alive for millennia. Just as every hymn, icon, and stained-glass window in a church links to a story, brands have the potential to build holistic identities.

Once such emotional engagement has been created - demand will always follow - yet one could say the "side product of your effort is demand" the primary purpose is to create love.

Here in particular the idea of contextual communication - i.e. communicating the right message, at the right time to the right audience - seems to generate an increasing effect on the consumer in a manipulative way.

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