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

We're also more affected by aspirational signals in an offline world where it is more difficult to "hide" and thus indirectly increases the influence from others.

Spinning out of my neuromarketing work where, based on scanning the brains of 2,000 respondents' brains using fMRI, we learned that there's a huge correlation between religion and branding - and thus the way that brands intend to generate customer evangelism are to be constructed.

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

Products are produced in the factory; brands are produced in our minds.

The U.S. has dominated and continues to dominate the society and thus products and brands activating fear - and subsequently removing fear are selling substantially better than in other countries.

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