If marketers could uncover what is going on in our brains that makes us choose one brand over another-what information passes through our brain's filter and what information doesn't-well, that would be key to truly building brands of the future.

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.

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.

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.

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.

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.

Products are produced in the factory; brands are produced in our minds.