I did however realize that only 4% of the world's population turns creative when in contact with water and thus we dialed this dimension down and changed direction.

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.

I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.

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.

Storytelling has driven faith and religious practice, keeping them alive for millennia. Just as every hymn, icon, and stained-glass window in a church links to a story, brands have the potential to build holistic identities.

Thus ideas like subliminal advertising today rarely works and or even exists.

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.