Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.

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

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.

Brands' use of social media is not a matter of yes or no. It is simply a matter of how and when. The next generation of consumers will expect their brands to always be available, providing interactive experiences and bringing value to our lives by taking advantage of social media tools in their marketing communications

Think about it - what's the first thing you do when waiting for someone who's late? Grab your smartphone and do something with it ...anything with it - so that you don't look like a loser. However by doing so we've lost our ability to be present - to observe, to connect with others and most importantly to be bored.

Word-of-mouth is powerful, trusted, and cheap.

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