Some plans are just wishes. Other plans define the task and the purpose, pointing the team’s individual work into a...
Chris Stadler
Protip: Pretest Your Brief
The creative brief tells anyone touching or reviewing the piece—whether it’s a blog post or set of social media...
The One-Page That Will Focus Your Content
Much of the unfocused marketing crap we see in the world comes from a lack of focus and discipline. This post is about a...
Protip: Close Your Laptop and Think
How to discipline your research: avoid bottom-up thinking. Bottom-up thinking, in research, puts you at the mercy of the...
Building Creative Strategy: Researching Connection
“Research is formalized curiosity. It is poking and prying with a purpose.” - Zora Neale Hurston There is science in...
Protip: A Simple Test of Relevance
You are most relevant when you’re in your audience’s story. So how do you know which kind of story you’re telling? In other...
Brand Strategy 2: Maslow’s Marketing Pyramid
Effective storytelling means conveying relevant brand truths to your audience by telling a story about them. So how do you...
Building Creative Strategy: The SWOT
Businesses are famous for believing lies about themselves. The SWOT analysis, rigorously done, will serve to disabuse you...
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