TECHNIQUE: Brand Aspiration

TECHNIQUE: Brand Aspiration

This exercise helps you to explore new ways to describe your brand by relating it to other famous brands. Tell the group: Let’s start by thinking about some brands that you aspire to. Show them a list of the top 100 brands: Here are the world’s top 100 brands. What if...
TECHNIQUE: Dig Deeper

TECHNIQUE: Dig Deeper

The first answers to any question are usually the obvious, standard ones. In order to broaden our thinking, it’s some times necessary to eliminate the safe answers and probe further to get more meaningful insight. Identify an issue you’d like to brainstorm some...
EXERCISE: Turning negatives to positives

EXERCISE: Turning negatives to positives

If you’re a small business that has any kind of public awareness, you’re bound to get at least some negative reviews. No company is perfect. Even Four Seasons, French Laundry and Nordstrom don’t have perfect scores. First of all, as any social media marketer will tell...

TECHNIQUE: A habit for improving your sales copy

If you’re a small business, you may need to write your own copy for various marketing pieces. Whether it’s a social media post or a flier or maybe even an ad now and then. But it’s easy to get stuck using jargon and getting really technical when we’re talking about...
EXERCISE: Bumps ahead

EXERCISE: Bumps ahead

No project goes perfectly smoothly all the time. So it’s better to be prepared for issues beforehand and plan accordingly. Use this basic model for any major project. Outline a timeline of your project or campaign. Identify at least 5 points where things could go...
TECHNIQUE: Be your own competitor

TECHNIQUE: Be your own competitor

Looking at things from a different point of view is always a good practice to have. It allows you to be more open to innovative ideas and helps you to identify new ways to improve yourself. For the next 30 minutes to an hour, put yourself into one of your competitor’s...