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Additional Posts in Strategy & Planning
What’s the bonus at YE for SCs in PAS?
Rising Star
Additional Posts (overall)
Mentor
Best places/reports for teen/gen z insights?
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So you’re hosting a brand workshop but you have no idea what to do in the brand workshop? Classic.
So many routes you can take a workshop. But clients tend to not be on the same page on what the problem truly is. Defining “who/what is our enemy?” tends to spark great discussion. Then following up with “Who are our allies?” Is a naturally progression to continue the conversation
Coach
Yes to the enemy question. The crew at Eat Big Fish used to ask "what does your brand find intolerable in the world?"
Lookup: “Google brand sprint workshop”
Thanks !
“It’s 10 years in the future and there’s a headline written about our brand, what does it say?”
We are using that one already ! 😂
Coach
A few questions that I have found to be illuminating:
"What do you wish the outside world understood about your brand?"
"What's the biggest positive impact that you have on the world today / what's the biggest problem that you are solving for people today?"
"Which of your assets and activities and values are most relevant to the next generation of customers?"
"How are the principles that you were founded on still relevant today?"
"What are the best things that you do, and what do they say about your company?"
"What do you do naturally that competitors find difficult?"
"What did the best people in your organization join to do?"
And a good one that I heard from Mark Pollard: "What do you know, that your customers don't know, that could change their lives?"
These questions are really great.
I’ll give some thought to exercises but in the meantime… I just have to say how deeply I hate breakout groups. It feels so much more efficient to just keep the larger group moving. And I triple hate zoom breakout groups. But maybe I’m alone in this.
For me, having 20+ people in a room is messy af. I much prefer smaller breakout groups, which actually allows everyone to chime in.
“the exquisite corpse” is my fav exercise - make one set of cards with technologies, one with brand assets, and one with platforms. draw one from each pile and come up with an idea that puts them all together.
Look up Coat of Arms Brand Exercise.
Can’t go wrong with the basics like the 5 Whys.
Rose/thorn/bud with handpicked elements of how the brand comes to life
Alternative Worlds. (Check Luma.)
Brand archetype exercise, golden circle, swot analysis, image sort for brand and competitors