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.

Brands must make use of the inclination of consumers to be persuaded by friends.

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.

Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages.

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

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.

The enemy shapes the brand.