Once such emotional engagement has been created - demand will always follow - yet one could say the "side product of your effort is demand" the primary purpose is to create love.

The cornerstone of religion, a clear vision can inspire great action and firm conviction.

[Logo] is an encapsulation of an emotion.

A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.

Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.

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

Consider Brazilian cosmetics brand Natura, which deploys a direct-sales force of more than 718,000. By knocking on doors, it has established a vibrant network of brand supporters.