This document discusses the need for total integration and avoiding overly simplistic beliefs when it comes to brands. It touches on ensuring brands' behaviors match their words, having the right state of mind without egos or silos, embracing diversity, and trusting people over processes.

1. TOTAL INTEGRATION

4. “People will always prefer black-and-white over shades of
grey, and so there will always be the temptation to hold
overly-simplified beliefs and to hold them with excessive
Thomas Gilovich
confidence”

10. HOW BRANDS BEHAVE
VS. WHAT BRANDS SAY

11. STATE OF MIND

12. NO EGOS OR SILOS

13. ‘HUG’ DIVERSITY

14. ATTENTION
INTEREST
DESIRE
ACTION

15. TRUST THE PEOPLE NOT
THE PROCESS