EXERCISE: The 5 Whys of Branding

EXERCISE: The 5 Whys of Branding

The “5 Whys” technique is a process for discovering the root cause of a problem. It was developed by Sakichi Toyoda for Toyota Motor Corporation to create what was for a long time the epitome of quality in the auto industry. The basic idea is that you state the...
TECHNIQUE: News article

TECHNIQUE: News article

Imagine you’re an editor of a news publication. 1. Choose something interesting that people would want to read about your product or service. 2. Write a headline that will get people’s attention. 3. Your first paragraph should give the What is this about Who does this...
EXERCISE: Connect the dots

EXERCISE: Connect the dots

My former partner Rich Silverstein used to talk about effective advertising using the analogy of those dot-to-dot games we all used to play as children. It was important for us to join enough of the dots in our advertising to avoid confusion (and as a result...
TECHNIQUE: Crafting customer stories

TECHNIQUE: Crafting customer stories

Write a story about one of your customers buying and using your product. Make it as detailed as possible. Describe every step of the process, including all the sights, sounds, smells. What are they thinking throughout the story? How do they feel? What do they like and...

EXERCISE: Logo Swap

Everyone knows it’s important for their brand to stand out. But we often fall into the trap of using similar imagery, messaging and overall themes that our industry considers “best practices.” Use this technique to discover how to make your advertising original...
HOW-TO: Get the most from your agency

HOW-TO: Get the most from your agency

Are you completely satisfied with your agency? Having worked both on the agency and client side, here are some thoughts on how to get the most from your agency. Provide all the parameters up front There is no point in withholding information to gain a better hand....