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

Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.

[Logo] is an encapsulation of an emotion.

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.

The consumer has become increasingly sophisticated in the way they obtain and digest information - of the simple reason that they've become comfortable about building and maintaining their own personal brands. This has thickened their "filter" and as a result made them become more critical towards advertising and communication.

We're no longer bored - in fact we're petrified of being alone with ourselves getting bored. Yet boredom is the foundation for creativity - an asset slowly disappearing from our world.

What do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities.