8. 7.A Sense of Wonder IMC is not just channels. It is about appealing to all senses. Buy-ology- Martin Lindstorm
9. 8.Say a little prayer Rituals and superstitions are not passe. They create that vital brand bonding. Buy.ology- Martin Lindstorm
10. 9.Rules are what the artist breaks Logic and overanalysis can immobilize and sterilize. Feel the consumer pulse and know where to be.
11. 10.Same. But Different Integrated Marketing is about understanding how to be different across touch points, channels, passion points. In order to retain the SAMENESS of the brand proposition.