the ingredients that go into building the right creative team seem so counterintuitive. But like the Brazil National Football team, if you can get it right, then magic will happen. One cannot appreciate the stories in the pages that follow without first understanding that it all begins with the right team.

If you couldn’t release it as a normal commercial, then why release it at all? Answer: Because the story deserved to be told. Because we weren’t going to be bound by traditional methods when the whole concept was untraditional. If you’re trying to reach consumers in a new way, then you have to be willing to forgo how things normally work. That’s

Embrace the Daydreamers: I kicked off my speech with a call to embrace the “daydreamers,” by which I meant the right-brained creative thinkers on your team with a penchant for driving you and everyone else, well, a bit mad. Traditionally, right-brained people, those who ask the question “What if…?” or say “Why not…?” and eschew process and order,

Throughout this book, we’re going to be talking a lot about the process by which we do this: How do we tell the most effective story to connect with our consumers? Where do we start? What are we looking for? But before we get to those stories, we first need to lay the foundation.

When Jeff translated that to the brand and business world, it meant if you want to be an innovator, you need to defy the conventional tactics, and take the lead from the start and let the competition react.

Discarded concepts often help focus your efforts, if only to discover what doesn’t work.

Put simply, a brand gains a competitive advantage through its ability to construct powerful emotional bonds with its consumers. I believe this connection can be consistently achieved by cultivating a strong creative culture.

“We’ll get to it later” can be the refrain. But brand identity is more than a set of colors, templates, and images that one uses to distinguish their company. To put it simply, your brand identity is the foundation upon which you will build a company for the long-term. It will evolve and it will grow, but rarely can a brand remake its image. Once

This is how a product becomes a cultural icon: by becoming the canvas for a much deeper, and personalized experience.