My highlights from the book. Sebastiano MereuAll quotes by Steve Stoute except where stated differently.

Tanning: The foundation for a transformation.

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

Marketing must evolve beyond themonologue, to dialogue and to megalogue.

Cool really is a state of mind.

[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.

THE GOAL IS LIKABILITY--NOT SUPERIORITY.

LL [Cool J] was always, as he would say, "at the front of the bell curve." If everybodyelse was wearing it, LL was off to find something else--like the Kangol hat.

I'm just anearly adopter.

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

Credibility in the pop culture marketplace is everything.

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

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

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

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

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

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.

Trends Are Perishable, Cool Is Forever

“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

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

The truth sells.

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

@sebinomics