Steal the structure of a blockbuster action movie - hero, villain, tension, resolution. Your brand saves the day. It's n...

Action movie

Zero in on the most mind-numbingly ordinary detail and shove it in everyone's face until they can't ignore it. Hyper-foc...

Amplify the Small

Forget features and benefits - tell them what it *feels* like. Turn your product into a metaphor everyone already unders...

Analogy

Equate your product to the sweet relief of something universally awful, like untangling headphones or finding a matching...

Analogy for the Problem

Stop trying to explain your revolutionary product with words nobody understands. Just sell them something they already g...

Analogy for the Solution

Let everyone else do the selling for you. Show off the crowd already using your product, and watch the holdouts fall in...

Apply Social Pressure

Pull back the curtain and show how your product actually gets made. The hands, the choices, the reasons why. People are...

Backstage

Ditch the stock photos and manufactured perfection. Film the chaotic reality of creation - the arguments, the screw-ups,...

Behind the scenes

Steal a format everyone knows - cooking shows, true crime, reality TV - and fill it with your content. Familiar packagin...

Borrow a Familiar Format

Find the dumbest rule everyone in your category blindly follows, then break it on purpose. Not for shock value - because...

Break the Norm

Ditch the stock photos and predictable color palettes the competition vomits up. Violate every visual norm in your categ...

Break visual expectations

Stop pushing products and start pushing a freakin' ethos. Give people a worldview they can get behind, and make your bra...

Celebrate an Attitude

Take the most boring, mundane aspect of your product and imbue it with undeserved significance - the forgotten corner of...

Celebrate a Symbol

Set an audacious challenge no one's attempted before and document the whole messy journey. People love watching someone...

Challenge

Publicly commit to something ballsy, with real consequences if you screw it up. Force yourself to deliver under pressure...

Challenge Yourself

Dare your audience to actually do something. Change a behavior, prove themselves, step up. The ones who take the bait be...

Challenge your target group

Create a fictional character who becomes your brand's voice in everything. Unlike real humans, they won't age, quit, or...

Character

Team up with a partner brand willing to share the load – and hopefully, some of the profits. Combine your powers, tap in...

Collaborate with another brand

Take your competitor's biggest swing and show everyone how they whiffed it. Line up your product next to theirs and let...

Compare & Contrast

Put two things side by side and let the difference do the talking. Before vs. after, you vs. them, old way vs. new way....

Comparison

Put your claims to the test and film the fallout. Rigorous science is a pain in the ass, but proving your product works...

Conduct an Experiment

Give away the cow to sell the milk - a limited-time product trial. Get them actually *using* the damn thing, not just st...

Conduct a Product Trial

Bridge the generation gap and watch the olds and the youngs unite over your product - because apparently, shared misery...

Connect Generations

Get your audience to create content for you. Sounds lazy, but it works - people trust other people way more than they tr...

Consumer contest

Find a trending dumpster fire, and throw your product's unique solution on the flames. If you can solve a real problem b...

Crash Someone Else's Party

Turn your product into a ritual people want to repeat, not just another transaction. When using your brand feels like tr...

Create a Ritual

Craft a ludicrous alternate reality where your brand's alleged values are the baseline truth, then populate it with char...

Create Fantasy Worlds, People and Things

Tell them exactly how long they have to act, and then watch the marketing peasants panic. Set a real deadline, stick to...

Create Urgency

Give the masses the illusion of choice with a “customization” engine that's really just a few templates and a well-place...

Customize and personalize

Ditch the tired "disruptive innovation" buzzword bingo and use bleeding-edge tech to solve a problem people actually hav...

100 Creative Techniques Library