"Especially in recent years, the more and more we understand what we are doing, the more we have the science to tell us what we're doing, the fact that we continue to do it without taking steps to address it strikes me as, among many other things, irreverent in an extreme."

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Once you know the reason why - you've defined your white space of canvas on which you can paint and create a new concept idea. No matter how creative you are - and thus how much creative space you need - there's always some fundamental values and drivers your brand should seek to address - in order to become successful.

— Martin Lindstrom