1.Change the rules of entry or access into the brand world
2.Cross over into a world or product that is unignorable
3.Cross over into a world or product that is without the problem
4.Cross over into a wordplay world
5.Cross over into a [media/brand/product] metaphor world
6.Cross over into a [x] world to become interesting
7.Create a gateway to a brand benefit stunt or fictional world
8.Create a brand world based on exaggerated perspective
9.Create a freakish world based on attribute in uncommon use