By Michael Houlihan and Bonnie Harvey, EO Octane blog contributors and Barefoot Wine Founders

OUR FAVORITE THREE-LETTER WORD

We were recently asked by the CEO of an international corporation with over 100 brands, “What is fun?” At first we were taken aback by the question because it seems so self-evident. But as we began to think about how to phrase our answer, we realized he intended to use it to direct his marketing staff to make his company’s brands more fun.

He wanted to know the actual components of fun as they applied to the brand image in the product labeling and packaging. Although everybody has different ideas about what fun is, we tried to come up with a description to which most people would agree.