Through the power of 6 degrees (although its more like 2 in this case), a great little branding story landed in my inbox. The best thing about the team that heads up Vida is that they are all mates. And with mates, especially guys, comes the ceaseless attempt at (to be kind) outsmarting each other.

“We need a witness to our lives. There’s a billion people on the planet… I mean, what does any one life really mean? ‘Your life will not go unnoticed because I will notice it. Your life will not go un-witnessed because (twitter) will be your witness’.” (Shall we dance, 2004)