The whole advertising industry is embracing Big Data. It’s the new black of marketing. I’m a big fan of testing and optimization. We finally have readily available data in real-time – how can you not incorporate Big Data into your working practices and developing a culture around test and learn? The real success stories in Silicon Valley and on Madison Avenue are exactly doing that. And any advertising agency worth their salt has to follow that path.

There’s one thing optimization can’t do.

Coming up with a radical, game-changing solution to a problem. An idea that is entirely different from any which is currently in play. A disruptive innovation.

To develop this disruptive idea, you need a vision. Testing won’t ever come up with disruptive ideas. Focus groups definitely not. Surveys? Please.

When you need disruptive innovation, you can’t rely on science. You need to rely on art, embracing a bit of chaos. It’s not either science or art. Agile, organizational cultures needn’t preclude discordant ideas. In fact they should thrive on them. The companies that will flourish are those that encourage divergent, not convergent thinking around a powerful vision, and then test and learn as (and not before) they build and execute it.

It’s a mindset, not just a strategy you deploy.

When people have back pains, you can pitch them to lose weight, start working out, do Yoga or Pilates (after all, this will prevent of having back pains on the future), but the majority are just interested to stop the immediate pain.

We need band-aids. It just seems we have too many band-aid people in our organizations. If we focus too much on band-aids and let our organization be defined how we react to emergencies, is it any wonder we don’t have enough time and effort left to focus on a strategy that would eliminate the need for having a constant deployment of band-aids in the first place?

We need to diminish the importance of the band-aid culture before we deploy a rehab strategy that leads to constant change.

“Because the soul has such deep roots in personal and social life and its values run so contrary to modern concerns, caring for the soul may well turn out to be a radical act, a challenge to accepted norms.” – Thomas Moore

Thomas Moore’s word aren’t just true for people, they’re also true for building lasting brands. For a brand to stand the tests of time, it has to have deep roots that help it stay true and valuable over time. Real relationships are built on a foundation of trust. People can change their hair color, their taste, their outfit, yes, even their facial hair – as long as you stay true to who you are and what you stand for, people will continue to trust you. Brands can change their logo, their marketing tactics, their advertising to adjust to the the changing times – as long as they stay true to who they are and what they stand for, people will continue to trust them.

The changing exterior is merely an adjustment to changing tastes, the interior core stays the same.

There are many brands out there that lost their way. They try to adjust to changing customer behavior, changing retail environment, ultimately, a changing world. Just like a cat chasing its own tail, they’ll never get anywhere. Instead, they should go back into the history of their company and discover what they stood for when they first started. I guarantee you, there will be diamonds in the rough they can polish and bring to life in an appropriate way for today’s culture.

As the economy muddles along and technology astonishes us each and every day to find new ways to communicate with people, it will become more and more tempting to chase things that take us away from our roots. We have to do everything we can to not let that happen. It’s important to always look at the core principles – the roots – of your brand to help guide the way.

WSJ’s Jason Gay published a brilliant column yesterday (see below), titled “It’s ok to root for Germany.” In some ways, it reflects my own emotions as a born German. I never rooted for the West-German team growing up. Other teams, like Brazil, played more entertaining football, my country seemed so messed up with the Wall and the discovery of our horrendous past. When you find out as a teenager what happened between 1933-1945, you look at pictures of your grandparents differently: “What did they know and do?”

After years of Holocaust educations programs, after the Wall came down, after Germany became a more multi-cultural and open country; suddenly, I started rooting for the team. I still don’t care to sing the national anthem and find it odd when Americans put their hand over their heart or my kid pledges allegiance to the flag. We used to boo the German anthem. I still don’t understand how people can be proud to be from a nation. I was never proud to be a German. Should I be proud to be white?

But I’m proud of the journey Germany has taken. From a country where darkness was visible to a nation that’s headed in the right direction.

Until 1952, the German anthem began: “Germany, Germany above everything. Above everything in the world.” Since then, the words were changed to: “Unity and justice and freedom for the German fatherland.” Amen.

A very strange thing happened the past two weeks as I traipsed through Poland covering the Euro 2012 soccer tournament.

There I was oohing over the latest Mario Gomez goal for Germany, salivating over the way Mesut Özil quarterbacks the German attack from the middle of the field with grace and calm, and screaming “SCHWEINSTEIGER” inside my head (there is no better name in sports right now) each time the steely midfielder plants for one of his lightning strikes at the goal.

And don’t get me started on the Germans’ dashing, Zen master coach Joachim Löw—the George Clooney of international soccer, only better looking, and seemingly more humble and philosophical.

To understand just how weird a development this is, understand that for Jewish-Americans of a certain age (I’m 42), rooting for Germany isn’t how our fathers, grandfathers and Hebrew School teachers raised us.

Growing up in the 1970s, the wounds of World War II were still raw. I have friends whose parents were Holocaust survivors. They almost never talked about their experiences, but their silent memories hung in their homes. One of my parents’ closest friends spent the war first in the Lodz ghetto in occupied Poland, then survived a concentration camp by lying about his age. His father, mother and brother were killed there. Every so often a local temple would circulate a flier inviting people to come hear another talk from a survivor. “Never forget,” we were told.

For most Americans, the Soviets were the great enemy on the playing fields of international sports during this era. We Jews felt this, too. The Russians hadn’t been very nice to us either, driving so many of our grandparents and greatgrandparents from their villages in Eastern Europe and making it difficult for those still there to practice their religion.

But for young Jewish-Americans, the athletes from what was then democratic West Germany remained a group we met with deep suspicion. Something about the pressed uniforms, the perfect physiques and the trademark efficiency of their performances made them a little scary, even if their political leaders garnered our admiration. Pulling for Willy Brandt and Helmut Kohl was fine. Rooting for Karl-Heinz Rummenigge wasn’t.

And yet, 30 years later, here I am feeling downright giddy at the prospect of the Germans winning their first European title since the 1990s. They play Italy in the semifinals Thursday.

For starters, they are a wonder to watch. While Spain’s “tiki-taka” triangular passing style remains the game’s intellectual apotheosis, the Germans are nothing short of thrilling, combining creative passing with lightning speed and astounding athleticism. If the essence of quality soccer is the “one-two,” the equivalent of basketball’s give-and-go, the Germans have become the masters of the one-two-three-four-and-five.

Midfielder Bastian Schweinsteiger (say it loud! With your best German accent!) wins the ball with a perfect slide tackle. He feeds Özil in the midfield, who passes to a cutting Sami Khedira, who touches it to Jerome Boateng overlapping on the wing, who sends a cross in to Gomez, who heads the ball to Lukas Podolski, who volleys into the net.

No team can deliver the ball from their own end to the back of the opponent’s net so often with the speed of the Germans.

It wasn’t always this way. For years, the Nationalmannschaft, as the team is known, was a pillar of organization and fairly boring soccer played by a homogenous group.

Now the Germans feature a lineup that includes Özil, who is Turkish; Boateng, whose father is Ghanaian; Gomez, who is of Spanish descent; Podolski, who was born in Poland, and Miroslav Klose, who is half-Polish.

Since 2006, this diverse group has been molded together by Löw, the subject of my embarrassing man-crush. Wearing his dapper tailored slacks and open-collared shirts, he celebrates goals with the joy of a child, his hair flopping over his forehead.

Then, just when the Germans appear they are becoming a too predictable and efficient machine, Löw sends out a lineup for the quarterfinal against Greece with three of his stars—Gomez, Podolski and Thomas Muller—on the bench. “We needed to be unpredictable,” he explained. “It’s OK to be cheeky.”

Löw somehow manages to come off more as a supportive parent than a cocky national coach declaring superiority. “I thought we were wonderful tonight,” he said after the win Friday over Greece. He appears the antithesis of all those top college and professional coaches in the U.S. who seem to use their jobs as a means to building a personal brand and gaining $100,000 appearance fees to motivate corporate sales forces.

And yet, there is a part of me that is stricken with guilt about this. Somewhere Tevye from “Fiddler on the Roof” is telling me some traditions must not change. After all, a major part of international soccer—especially European soccer—is the bizarre way it brings up the old geopolitical rivalries from the middle of the 20th century. That can be scary, too, as when Russian fans unfurled the massive banner of a warrior against words “This Is Russia” before the match against Poland earlier in the tournament.

With that in mind, I shared my guilt-ridden admiration for the Germans with my father, who knows nothing about soccer but a lot about history. To my surprise, he said he felt this generation of Germans has earned our forgiveness, and even our support in sports. They had decided to build an education center and monument about the Holocaust on some of the most expensive land in Berlin. That was the turning point for him.

In other words, make room on the German bandwagon. I want a seat.

Sort of.