Brand Essence
What does a brand essence need to accomplish? Brand essences are a short set of words (often 1-3 words) that try to capture the heart…
Topic Category: Brand strategy fundamentals
Single Minded Propositions
How to say the one thing we want to say, well? Single-minded propositions appear on most creative brief templates. They are the single thing we…
Strategy Statements
How to write a good strategy statement. Strategy statements try to encapsulate an idea that solves a problem based on understanding the audience and the…
10 Ways to Write Strategy
Learn 10 ways(kinds) of strategy you might be required to write. As we explore the various ways to express strategy, we’ll first look at how…
How to Know When Strategy Has Happened
How to know when strategy has happened. As we start to develop our own ways of working and seeing how they work, we develop a…
What Strategy Is Not
Some clear examples on what strategy does not look like. All strategy careers encounter endless jargon and theory. They also meet many different ways of…
What Strategy Is
Strategy is an informed opinion about how to win. Tactics make it happen. You can use the words “strategy” and “tactics” in broad ways and…
Not All Thoughts are Ideas
Knowing when you’ve had an idea. This class has one purpose – to challenge you to start seeing ideas as a type of thought but…
Two Can Run That Game
What’s a game? We play games all the time. You’re playing several right now. And it helps to understand what games you’re playing so you…
Disobedient Truth Starts with ‘No’
“No” is a useful word when it comes to critical thinking. “No” will help you resist reality as it’s presented to you. This will help…