It's important to take the role of brand communication seriously – but not so seriously that all rational perspective is lost. When developing strategies and messaging, don’t forget that car brands, cereal brands, quick service brands, etc. are still just brands.

According to the latest neuroscience research, the brain makes no distinction between reading about an experience and encountering it. Subsequently, more than just delivering information, carefully crafted sentences can provide an actual "experience" for readers.

According to a UK-based survey by sales company, Maritz, when asked whether bosses were better or worse at saying "thank you" than they were 10 years ago, 37% of employees said bosses actually say it less frequently.  In fact, 44% admitted to getting a "thank you" just once every few months.