Problems are Worth Having
Understand how problems(and knowing what they are) can be a good thing. Problems help us sell, they captivate our brains, and they house solutions. Finding…
Topic Category: Writing
Press Release Headlines
Read this short excerpt from “Strategy Is Your Words”: Then do two things: 1. Write 10 captivating press release headlines for the strategy you wrote…
Strategy Shapes
The key to creating strategy shapes. Strategy shapes are useful. They help you condense your thinking into one page that you can carry around with…
Creative Briefs
The main things to remember about creative briefs are: 1. Do the thinking before you write a creative brief 2. Writing creative briefs can feel…
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…
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…