This is a book that deliberately defies logic. The Dream Café offers an introduction to the lessons that brand owners can learn from emulating the way that artists think and work. Utilizing a dip-in/dip-out approach in the form of an A to Z it argues that the kind of radical and edgy art that has historically served to provoke, challenge and disrupt the status quo evolved from illogical and irreverent ways of thinking and doing. The Dream Café argues that businesses need to emulate the Avant-Garde in order to survive and prosper, and shows how you can put Dream Café thinking into place and increase creativity and innovation in your work and around your brand.