In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue - consumers want to support brands with a purpose - one that justifies an emotional engagement.

We're also more affected by aspirational signals in an offline world where it is more difficult to "hide" and thus indirectly increases the influence from others.

The enemy shapes the brand.

Branding is not about what something says or what it means, but how it makes us feel.

Brand handling synergy means developing and communicating your company's values and identity consistently.

Opinion free brands simply will struggle to survive in the future - of that simple reason that we increasingly want to associate ourselves with opinionated and authentic brands.

The world's holy texts are built on ancient oral traditions.