I believe…

1. in the crazy, big dumb fun, disruptive ideas as well as in the deeply data and insight-driven concepts
   
   
2. in the power of creativity to shift consumers’ behavior and to influence their thinking and decision making
   
   
3. brand communication should either entertain and inspire or support and empower its audiences
   
   
4. in the strong relevance of pop-culture, fandom and fan communities – and in the many opportunities they offer
   for brands: from creating instant momentum to building and fostering long-lasting and sustainable connections
   
   
5. instead of a brand’s purpose, it’s the brand’s character, that people will relate to and fall in love with
   
   
6. trying to become a love brand is a great goal, but working on becoming a fan-loved brand is an even greater
   goal for it promises much deeper connections and more immersed, authentic engagement
   
   
7. you're nuts, if you've read this far!!!