Two great snippets from "Oh My God What Happened"

"A brand should insert itself meaningfully into people’s lives by enabling and enriching their existing behaviours, not by requiring new ones."

"Do it for real! Burger King really fed people who had never seen a Burger in their life with the Whopper. 7Eleven have really re-built their stores into Quick-e-Marts. The Swedish agency, ACNE, has really thrown an oversized dice down a glacier and had people bet on the outcome. All these campaigns have received intense media coverage. Why? Because it was no fake; they did it for real."

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