Roughly 21,000 new brands are introduced worldwide per year, yet history tells us that more than 90% of them are gone from the shelf a year later.

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

The world's holy texts are built on ancient oral traditions.

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

Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.

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

A competitor is a valuable foil that unites a company from within and pushes the brand's boundaries.