Module 2: Thinking Out Loud
Module 2: Thinking Out Loud
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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