Module 2: Thinking Out Loud

Module 2: Thinking Out Loud

100.00

DAY 3: THINC / BLUE-SKY THINKING 

Friday, March 29, 9 am–5 pm

  •  Learn about human-centered design methodologies and how to develop breakthrough thinking. 

  • Hear how big ideas are born. 

  • See how to turn an idea from a noun into a verb. 

  • Unpack a specific communication challenge and design a three-point framework to solve that challenge.  

DAY 4: DO / WHITE BOARD SKETCHING 

Saturday, March 30, 9 am–5 pm

  •  Get up and shout — Whiteboarding and brainstorming as a team exercise

  • Break out and write it down — Small team sprints to find emotional insights. 

  • Work out verbal articulations of the brand — Foundational ‘do’s and don’ts.’ 

Activities Included in Module #2:

Strategy & Voice

  • Target audience strategy

  • Communications purpose

  • Positioning strategy & key PODs

  • Positioning statement

  • Key emotional benefit

  • Brand laddering

Brand Voice

  • Brand essence

  • Brand values & definitions

  • Brand voice & tone

    • Defined by keywords, ‘do’s & don’ts’

    • Voice attributes defined

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