o2 Brand Bible with game-change DNA

The new “CAN DO DECODED” brand book by O₂ and Serviceplan Bubble answers the question of what it takes to be a game changer. Bestselling author Benjamin von Stuckrad-Barre interviewed five game-changing personalities who have made an impact on our world, shaped our culture, and transformed their success stories into literary portraits on 388 pages. In the process, it becomes apparent that these personalities are also characterized by a can do mentality that reflects the brand’s attitude and values. The actual DNA of the ‘Game Changers’ was extracted from saliva samples and added to the book’s printing ink. In addition to the print version, CAN DO DECODED is also available digitally and as an audio book to the more than 7,000 Telefónica employees.

“Outstanding personalities carry the “Game Changer gene” within them. It is the basis for setting new standards and breaking through conventions. This is the task we set ourselves as a brand every day. This gene is detectable in every drop of printer ink. CAN DO DECODED thus underlines our own game changer claim,” explains Michael Falkensteiner, Director Brand & Marketing Communications O₂.

Each of the five chapters is dedicated to a Game Changer;

• Sport legend Dick Fosbury, who revolutionized the high jump with his technology.
• Marian Goodell, who as the co-founder of the Burning Man Festival inspired an entire Silicon Valley generation.
• Wikipedia founder Jimmy Wales, who digitized and thus democratized the world’s knowledge.
• Hip-hop pioneer Grandmaster Flash, who shaped an entire genre of music with his skills.
• And Enissa Amani, an Iranian-German comedian, artist and activist who demonstrates how a strong attitude can change society.