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.

The reality is that a brand can no longer afford to be "friends with everyone."

Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.

The cornerstone of religion, a clear vision can inspire great action and firm conviction.

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

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.

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.