There is an inherent element of risk associated with big insights, big creative ideas, big marketing plans and big brand turnarounds. It just might take a jolt, not a nudge, to get your brand moving forward again. In marketing, as in sports, there’s a big difference between playing to win versus playing not to lose. Mini, Vitamin Water, Dove, Life Is Good and Target have all played to win, and have become famous in their respective categories. To the brands that have played it safe and haven’t taken the kind of stand that stirs up a passionate following, we say, “no guts, no glory!”