To find a fresh way of looking at a challenge, just change its name! You'll start to see new opportunities right away.

For example, if you are working on a 'communications campaign' and you're stuck for ideas...

Why not think about a:

communictions blitz

communications romance

communications speed-date

communications assault

communications exchange

communications network

Try this exercise...

Whatever your challenge, take a few minutes to generate a list of 10, 20 or even 50 new names. Then take each name in turn and see what new ideas and solutions it generates.

Brand Manual
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