A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.

A global brand building strategy is, in reality, a local plan for every market.

The fact that we all leave behind seemingly insignificant clues behind ourselves - emotional DNA or what I call Small Data - which are able to describe with an insane accuracy who we really are, our personalities and desires. But even more how we all represents out of balances - perhaps I feel too overweight, feel alone or feel I haven't achieved what I'd hoped for when hitting 40. These imbalances are surprisingly visible when visiting consumers' homes - and surprisingly invisible when relaying on Big Data.

We're no longer bored - in fact we're petrified of being alone with ourselves getting bored. Yet boredom is the foundation for creativity - an asset slowly disappearing from our world.

New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.

Fear can come across in absence of sharp corners, locked windows in hotel rooms, locks, passwords, security...fairytales (the type of storylines)...in fact everywhere.

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.