These are some of the passages I highlighted while reading the book.

1. My highlights from the book. Sebastiano Mereu
All quotes by Steve Stoute except where stated differently.

2. Tanning: The foundation for a transformation.

3. Run reached down and removed one of his shoes,
rapping out its name in the singular--"My Adida!"

4. Marketing must evolve beyond the
monologue, to dialogue and to megalogue.

5. Cool really is a state of mind.

6. [Hip-hop] had a look, a language, gestures, a posture, a dance, such that kids
who didn't come from nothing wanted to have the badge too, to dress like it and
act like it. That was the mix that became contagious.

7. I'm just an
early adopter.
THE GOAL IS LIKABILITY
--NOT SUPERIORITY.
LL [Cool J] was always, as he would say, "at the front of the bell curve." If everybody
else was wearing it, LL was off to find something else--like the Kangol hat.

8. [Michael Jordan] wasn't selling sneakers at all;
rather, he was selling dreams. - Phil Knight

9. Credibility in the pop culture
marketplace is everything.

10. The message?
Something has to
be wrong with old
Coke if it needs
reinvention.

11. "What I did when I started my company was based on
what I wanted to wear for myself." - Tommy Hilfiger

12. See this glimpse of who
I am? I am badge-worthy.

13. The best storytellers are those who have that sense of citizen
responsibility to the times in which they live.

14. "It's okay to be Goliath but always act like David."
- Phil Knight

15. Instead of talking about technology, Apple learned early in its history to shift the
conversation and have it about lifestyle, fun, individual expression, and ease of use.

16. Trends Are Perishable,
Cool Is Forever

17. “We don’t need one big
execution of a big idea. We need
one big idea that can be used in a
multidimensional, multilayered,
and multifaceted way.”
- Larry Light
McDonald's Former Chief Marketing Officer

18. “ Forget sneakers, we’re going to do speakers. ”
- Jimmy Iovine to Dr. Dre

19. The truth sells.

20. Picture sources:
http://tanningofamerica.com/wp-content/uploads/2011/11/Jay-Z-Steve-Stoute1.jpg
http://tanningofamerica.com/wp-content/uploads/2011/09/15reasonstoa_feature.jpg
http://bluraymedia.ign.com/bluray/image/article/997/997421/do-the-right-thing-20th-anniversary-20090623052842066.jpg
http://korystaytuned.files.wordpress.com/2010/09/run20dmc20adidas.jpg
http://tomesiaingram.com/wp-content/uploads/2011/01/Word-of-Mouth1.jpg
http://www.wallpaperpimper.com/wallpaper/Shows/The_Simpsons/Cool-Bart-1-2KE6R8CV8D-1280x1024.jpg
http://www.anomalousmaterial.com/movies/wp-content/uploads/2011/07/rapper3.png
http://www.entertainmentwallpaper.com/images/desktops/celebrity/ll_cool_j01.jpg
http://www.vacthailand.com/wp-content/uploads/2011/11/jumpman-logo.jpg
http://www.tvfoodanddrink.com/pics_jan10/milli_vanilli.jpg
http://images.businessweek.com/ss/10/01/0127_20_stock_market_rocking_products/image/010_new_coke.jpg
http://stanschreyer.com/wp-content/uploads/2008/06/tommy-hilfiger-pitch-pole2.jpg
http://biggerbites.wikispaces.com/file/view/branded_baby.jpg/230887670/branded_baby.jpg
http://codes.mtv.com/fs/2008/m01.JPG
http://blog.rogermontgomery.com/wp-content/uploads/2011/04/Will-the-MQR-A1-portfolio-by-Roger-Montgomery-beat-Goldman-Sachs.jpg
http://www.whitegadget.com/attachments/pc-wallpapers/75031d1315371574-apple-apple-pictures.jpg
http://mariamontessori.com/mm/wp-content/uploads/2010/02/geek2.jpg
http://dekerivers.files.wordpress.com/2011/07/os-ronald-clown.jpg
http://theinspirationroom.com/daily/commercials/2011/12/beats_by_dr_dre_purple.jpg
http://www.hudsonhouston.com/wp-content/uploads/2011/03/orsini-authenticity_seal_oval.jpg

21. @sebinomics