Ideas That Resonate
34mBeginner2021-08-10
Authors
Stefan Mumaw
Director of Narrative Strategy at First Person
Course details
In advertising and marketing, ideas are currency. Some are small, some are average, and then there's the select few that are truly big ideas—the type that change behaviors, shake landscapes, and spawn copycats. But what makes a big idea? In this course, Stefan Mumaw reveals the seven characteristics of ideas that resonate. He shows you what big ideas look like, using examples from real-world companies like Dove, Volkswagen, TNT, and Google, and teaches you how to unlock the potential in your own ideas and connect with your audience in a meaningful way.
Skills covered
Design ThinkingUser ExperienceGraphic DesignOne-Off
Concepts
0. Introduction
- 01 - Creating compelling ideas
1. The Paradigm Shift in Advertising
- 02 - Analyzing a shift in buying behavior
- 03 - The social media influence
- 04 - Creating brand evangelists
2. The Seven Characteristics of Powerful Ideas
- 05 - The seven characteristics of compelling brand content
- 06 - Is your idea emotional
- 07 - Is your idea entertaining
- 08 - Is your idea experiential
- 09 - Is your idea novel
- 10 - Is your idea authentic
- 11 - Is your idea story-based
- 12 - Is your idea risky
Conclusion
- 13 - Build ideas that resonate