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 U.S. has dominated and continues to dominate the society and thus products and brands activating fear - and subsequently removing fear are selling substantially better than in other countries.

Consider Brazilian cosmetics brand Natura, which deploys a direct-sales force of more than 718,000. By knocking on doors, it has established a vibrant network of brand supporters.

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

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

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.

When we brand things, our brains perceive them as more special and valuable than they actually are.