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.

[Logo] is an encapsulation of an emotion.

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.

We're no longer bored - in fact we're petrified of being alone with ourselves getting bored. Yet boredom is the foundation for creativity - an asset slowly disappearing from our world.

Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.

A competitor is a valuable foil that unites a company from within and pushes the brand's boundaries.

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.