The enemy shapes the brand.

Sex doesn't sell anything other than itself

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

Here in particular the idea of contextual communication - i.e. communicating the right message, at the right time to the right audience - seems to generate an increasing effect on the consumer in a manipulative way.

What do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities.

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

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