The enemy shapes the brand.

If you were to close your eyes and walk into a place of worship, the sounds and smells would alert you to where you were: ringing bells, incense, the rumble of a massive organ. Most brands are lacking these sensory stimuli.

Think about it - what's the first thing you do when waiting for someone who's late? Grab your smartphone and do something with it ...anything with it - so that you don't look like a loser. However by doing so we've lost our ability to be present - to observe, to connect with others and most importantly to be bored.

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.

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.

Rituals build brands.

When we brand things, our brains perceive them as more special and valuable than they actually are.