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

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

Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages.

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.

Today's evangelism is just as likely to take place via chat rooms and viral videos as it is in a personal conversation or a sermon.

Remember, that the logo is really the dot on top of the i.

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.