o2 is one of the biggest telecommunication providers in Germany. It has always used the claim: o2 can do. But it’s more than just a brand claim. can do expresses the brand's aspiration to constantly question the rules of the telco market in order to improve them for its customers and become a game changer. But can do should also inspire the more than 7,000 employees. To this end, a brand book had to be developed.

CAN DO DECODED is the first brand book that contains the DNA of real game changers – extracted from buccal swabs. The DNA of outstanding personalities who have changed the world for the better. Like o2, they also carry the game changer gene. To decode what it takes to be a game changer, we mixed actual DNA samples of the five most disruptive personalities of our time – and with them the game changer gene – into the printer ink. Detectable in every drop of ink the DNA manifests the brand’s game changer claim.

More than 7,000 employees work for o2. There are also countless business partners and shareholders. They all need to understand the brand, its attitude and values in order to contribute to it in the best possible way. And because nothing stands for the brand more than its can do mentality, we decoded it with this project. To keep it from being boring, we put the brand in a larger context – ranking them among people who have proven what game changers are capable of. That's how we demonstrate our values instead of just listing them. In this way, we make the brand an entertaining experience and inspire everyone who comes into contact with it. As a book, in the digital version and as an audio book, CAN DO DECODED reached all employees, business partners and shareholders.

Bestselling author Benjamin von Stuckrad-Barre has interviewed the game changers and portrayed them in literary terms – from the founder of Wikipedia to the Burning Man organizer to one of the founding fathers of hip hop: Grandmaster Flash. In this way, each chapter became a can do story that stands one-to-one for the brand's attitude and values – individual in design, paper selection and print finishing. Also available digitally and as an audio book, the o2 Brand Book decodes what it takes to be a game changer.

As a book, in the digital version and as an audio book, CAN DO DECODED reached all 7,000+ employees. Each chapter is a can do story that represents the brand's attitude and values one-to-one – and makes them tangible. An inspiration for all employees, from the store to the executive floor – to activate their own game changer gene.