Here in particular the idea of contextual communication - i.e. communicating the right message, at the right time to the right audience - seems to generate an increasing effect on the consumer in a manipulative way.

A global brand building strategy is, in reality, a local plan for every market.

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.

We're all obsessed with our smartphones and thus really don't see anything around us.

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.

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

Imagine Pepsi without Coke. Impossible, right?