Recruit people who can disagree with you
Useful research starts before the first question, with who is invited, what they understand and whether they can participate freely.
Read the lesson →THE CREATIVE FIELDBOOK / SNS MEDIA TECH
Practical lessons
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Make participation possible without a special request
A campaign can invite everyone in its language while excluding people through controls, timing, media or fulfilment.
Read the lesson →Measure the decision with less personal data
More detailed tracking can increase risk and complexity without changing the decision the team needs to make.
Read the lesson →Check whether the asset actually signals your brand
A color or shape in the brand book is only a candidate asset until people connect it with the right brand.
Read the lesson →Choose a name that can survive real use
A favorite name can fail in speech, search, translation or clearance long before its logo is finished.
Read the lesson →Decide how your brands should relate
Every extra identity asks customers to learn another name and asks the business to maintain another promise.
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