Strategy Stories
How to write a strategy story. Strategy stories are one-page attempts to make your argument about what the brand needs to stand for based on…
Topic Category: Skills Category
Vision and Mission Statements
How to write a vision & mission statement. Vision and mission statements get you to think about the future and what you’re going to do…
Purpose Statements
Purpose is a much-debated concept in advertising. On the one side are people who advocate for and sell it as being the utmost important thing…
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…
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…
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…
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…
All Ideas Cross the Line
Understand the difference between an idea and a thought. To discuss strategy is to discuss ideas. So we need to understand the difference between ideas…