If we define value as emotions - and emotional engagement...i.e. love!

Branding is not about what something says or what it means, but how it makes us feel.

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

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.

Rituals build brands.

Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.

Online marketing rarely is able to appeal to more than two senses - yet offline often (if utilized the right way) represents the option of multi sensory appeals.