Brands' use of social media is not a matter of yes or no. It is simply a matter of how and when. The next generation of consumers will expect their brands to always be available, providing interactive experiences and bringing value to our lives by taking advantage of social media tools in their marketing communications

New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.

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.

Imagine a smashed stained-glass window, a page torn from a Bible, or a snippet of choral singing. You would still recognize their religious roots, wouldn't you? In 1915, Coca-Cola designed a bottle so unique that if it were smashed into thousands of pieces, from a single shard of glass you'd still be able recognize the brand. We call such a device a Smashable. It can be anything from a color to a sound, from a pattern to a smell to an icon.

The enemy shapes the brand.

The reality is that a brand can no longer afford to be "friends with everyone."

Fear can come across in absence of sharp corners, locked windows in hotel rooms, locks, passwords, security...fairytales (the type of storylines)...in fact everywhere.