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