Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages.

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

I did however realize that only 4% of the world's population turns creative when in contact with water and thus we dialed this dimension down and changed direction.

Imagine Pepsi without Coke. Impossible, right?

A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.

Consider Brazilian cosmetics brand Natura, which deploys a direct-sales force of more than 718,000. By knocking on doors, it has established a vibrant network of brand supporters.

A global brand building strategy is, in reality, a local plan for every market.