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.

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

The cornerstone of religion, a clear vision can inspire great action and firm conviction.

Sex doesn't sell anything other than itself

Big data is great when you want to verify and quantify small data - as big data is all about seeking a correlation - small data about seeking the causation.

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.

Once you know the reason why - you've defined your white space of canvas on which you can paint and create a new concept idea. No matter how creative you are - and thus how much creative space you need - there's always some fundamental values and drivers your brand should seek to address - in order to become successful.