Create ideas using: Celebrate a Symbol
Why would I elevate an ordinary object into a symbol?
Because objects carry meaning in ways words never can. A coffee cup isn't just a coffee cup—it's the moment someone takes a break. A worn-out pair of shoes isn't just shoes—it's a record of where you've been and what you've done. When you elevate an ordinary object connected to your brand into a symbol, you're giving people a way to feel the deeper meaning. Suddenly that object becomes shorthand for everything your brand stands for.
How do I choose the right symbol?
Look for something that's already connected to your brand or category—something people already unconsciously associate with you. It should be something overlooked or taken for granted. When you elevate it and celebrate what it actually represents, it hits differently. The symbol has to feel authentic, not manufactured. It's something that's already meaningful; you're just making people aware of that meaning.
Example: How it could look
A coffee brand could celebrate 'the coffee cup'—not as a container, but as the symbol of that moment someone's taking for themselves. Show the ritual: the morning hand-wrapped around warmth, the office mug as an anchor in chaos, the thermos as a companion. Make people see what that simple object actually means in their lives. Suddenly a coffee cup becomes a symbol of pause, comfort, belonging. The brand becomes the guardian of that meaningful moment.
Or like this:
Why is Celebrate a Symbol a great technique?
Celebrating a symbol works because objects carry emotional weight that abstractions never can—a symbol becomes shorthand for everything your brand means.
Creates tangible way to feel brand meaning
Elevates overlooked aspect into significance
Builds ritual and meaningful habit
Becomes visual anchor people recognize instantly
When you elevate a symbol, you're not selling the object—you're selling the meaning. People don't just buy products; they buy the feeling associated with them. A celebrated symbol becomes the physical representation of that feeling.
! When not to use the Celebrate a Symbol Technique
When the symbol is forced or doesn't actually connect to real customer behavior. If you're manufacturing a symbol instead of revealing one that's already there, it feels hollow. Also skip it if celebrating the symbol overshadows the actual value of your product.
Technique first described by www.deckofbrilliance.com