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.

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

Rituals build brands.

Storytelling has driven faith and religious practice, keeping them alive for millennia. Just as every hymn, icon, and stained-glass window in a church links to a story, brands have the potential to build holistic identities.

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.

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.