Create ideas using: Define, Label and Group
How does creating a new label or category help my brand?
Because language shapes how people see the world. When you define a new term for something people experience, you're giving them permission to notice it and talk about it. Before the term existed, the experience was invisible. After you name it, it's everywhere. Suddenly people are like 'oh yeah, I experience that constantly, I just never had a word for it.' You didn't invent the experience; you invented the language to recognize it. That language becomes associated with your brand.
What makes a new label actually stick versus getting forgotten?
The label has to describe something real that people actually experience or believe. If it's made up or forced, nobody adopts it. But if it captures something true and gives people a way to talk about it, it spreads. The best labels feel like obvious truths people somehow missed before. They're short, memorable, and they feel almost inevitable once someone says them. When a label lands right, people don't think of the brand that created it; they just think the label is how you naturally talk about that thing.
Example: How it could look
A mental health brand could define and popularize a term for a specific feeling: 'decision fatigue before bed'—that moment when you're exhausted and can't make one more choice. Once there's a word for it, people recognize it constantly. The brand becomes associated with naming something true about human experience. That connection is way deeper than any marketing message. They're not selling a product; they're giving people language to understand themselves.
Or like this:
Why is Define, Label and Group a great technique?
Label campaigns work because they shape language—creating new terms makes invisible experiences visible and memorable.
Creates language people adopt naturally
Makes invisible experience suddenly visible
Builds brand association with truth-telling
Becomes shorthand for what your brand represents
The best labels don't feel like marketing—they feel like someone finally named something people knew existed. When language lands right, the brand becomes inseparable from that concept.
! When not to use the Define, Label and Group Technique
When the label is forced, invented, or doesn't describe something real. If you're trying to make people care about something that doesn't matter to them, naming it won't help. Also skip it if the label contradicts how people actually experience the world—forced categories feel fake.
Technique first described by www.deckofbrilliance.com