ThemeThinking

Applying a focused creative thinking toolkit and specific AI applications most suited for generating innovative brand communications ideas in a specific category/field or for a specific brand/task

This program examines recent award-winning brand communication ideas addressing a specific category, field, brand or task. It then decodes recurring thinking patterns embedded in these ideas and transforms them into practical thinking tools and AI applications that provide clear, efficient ways to guide the creative thinking process FOR THAT SPECIFIC THEME.
The program is highly relevant for understanding how to structure an effective BRAINFORMING WORKSHOP aimed at producing ideas and solutions for a given brand communications challenge.
Content for this workshop will be selected from both the Mindscapes toolkit for revealing meaningful insights and the Mindscapes toolkit for generating creative outcomes.
After each thinking tool and AI application is presented, participants apply it to briefs and tasks from their workload, providing a concrete, real-life test drive of each one.

Topics

1
How to uncover meaningful consumer frustration points most relevant to a specific category/field/brand/task, which are not at the center of public attention but should be
2
How to find unique behavioral attributes leading to fresh observations about a target audience most relevant to a specific category/field/brand/task
3
How to defy common existing assumptions, perceptions, and conventions we intuitively accept when approaching a specific category/field/brand/task
4
How to identify associative benefits most relevant to a specific category/field/brand/task which can be translated into insightful brand promises
5
How to override intuitive thinking and cognitive barriers in our mind which limit our creativity and imagination regarding a specific category/field/brand/task
6
How to invent and launch a tactical new offering or role, which serves as a platform for illustrating a brand message in a specific category/field/brand/task
7
How to replicate a known practice from its conventional environment to a new unexpected environment, thereby providing a surprising solution most relevant to a specific category/field/brand/task
8
How to innovate by removing or sabotaging rather than adding or refining, thereby generating attention and appreciation by taking away something people take for granted in relation to a specific category/field/brand/task
9
How to transform a brand into a warrior for a surprising new cause and initiate a social movement most relevant to a specific category/field/brand/task
10
How to launch a creative challenge which attracts massive attention and generates a sports like drama most relevant to a specific category/field/brand/task
11
How to generate a creative translation of an abstract complicated data input into a clear relatable creative output most relevant for a specific category/field brand/task.
12
How to identify potential collaboration points based on mapping opportunities most relevant to a specific message, value, benefit or task

Designed for

Agency training: a mixed group of disciplines. Creatives, planners, accounts, media, PR, etc. from different levels of experience and seniority. 

Brand training: A mixed group of marketing and communications disciplines. Marketing managers, brand managers, product managers, advertising managers, PR managers, research/data analysts, etc. from different levels of experience and seniority.

Joint client-agency training: both

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