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The tactics behind Forbidden Pharmacy and the questions that could have got you there.

Nine ways to show how brands can insure mishaps, rituals, promises and overlooked value to make their positioning tangible.

Eight ways brands can reflect fans’ emotions, sacrifices, contradictions, cultural codes and less-than-glamorous habits.

Seven ways to enhance existing fan rituals.

Five ways to make expertise playable.

Seven ways to turn passion into action.