Turn advertising artifice into the idea.

Say the wrong thing to prove the point.

Turn the ad into entertainment.

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.

Five ways brands can turn fan behaviour, knowledge and loyalty into meaningful status, access, recognition and rewards.