Originally typecast early in his career, Bill Murray has blossomed into one of the most respected and versatile comedic talents in the world today. Along the way, he's developed a passionate and dedicated following due in part to an attribute of consistent unpredictability. Simply put, the Bill Murray brand has reached legendary status, and brands would be wise to learn from this. Rather than relying on re-hashing old ideas into new ones or patterning your advertising off of what competitors are already doing, brands should develop their own sense of unpredictability and work that into their overarching strategy. This talk focuses on some good examples of brands gone awesome and how going with your gut can sometimes change the world.