I came up with the idea that brands were like music - if all played the same music in the same key with the same rhythm, the sound was amazing. If everyone, or even just one, was out of sync, the sound was immediately apparent and ruined the brand effect.
To create a brand experience of the idea we built a recording studio opposite Vodafone's head office and took groups through the experience with musicians headed by Jason Kerrison. Each group recorded their own version of the Kiwi classic "I see red" and got to keep their CD. The experience was so successful the event was voted Best Brand Event for 2008 by Vodafone worldwide.