THE MORALS

THE PRISONER AND THE PENGUIN (Penguin)

A recognizable brand icon is a powerful communication equity. What communication equity does your brand own?

THE TATTOOED ANKLE (Nike)

Great brands inspire great loyalty. How will your brand inspire this level of loyalty?

FROM SWITZERLAND WITH LOVE (Barbie)

Old ideas can be reinterpreted for new markets. What ideas from other markets could you use to deliver innovation in your own market?

THE MOUSE AND THE CAR PARK ATTENDANT (Disney)

Everyone in service brands is in marketing. Are your employees delivering your brand in their interactions with the public?

THE SAMPLE OF ONE (Virgin Atlantic)

Sometimes you don’t need great swathes of market research. Is all your market research really necessary?

THE CHOCOLATE LOVER TAKEN FOR A FOOL (Gü)

Brand naming is never easy. Do you know what you want from any new brand names?

BEAUTY AND THE TWO UNDERTAKERS (The Body Shop)

PR is not only one of the most powerful media for a brand, but it’s also free. What is it about your brand that would make a PR story?

THE CHARM BRACELET AND THE 52 FUNDAMENTAL ERRORS (Monopoly)

Don’t be too proud to admit your mistakes. How can you change a past mistake into a future opportunity?

TO DYE FOR (Clairol)

Sometimes, creating a truly powerful brand or campaign means changing the way people think. Should your brand challenge a convention?

THE INSPIRATIONAL BIRTHDAY CAKE (Viennetta)

Inspiration for innovation can come from adjacent markets. Where are you looking for your next innovation?

THE MANAGEMENT WHO FIRED THEMSELVES (Intel)

Good enough is not enough. What are you planning to do that is groundbreaking not just good enough?

WHEN 250,000 PEOPLE WERE WRONG (Coca-Cola)

You need to take extra care when adapting classic brands. What are the negotiable and non-negotiable elements of your brand?

THE NOISY ENGINE AND THE QUIET CLOCK (Rolls Royce and Ogilvy & Mather)

It pays to interrogate your product until it squeaks. What is your product’s true competitive advantage?

THE PARTY WITH EXTRA TOYS (Ann Summers)

If your customers won’t come to you, go to your customers. What new channels could you use to connect with your customers?

THE AD THAT DIDN’T LIE (Volkswagen and Doyle Dane Bernbach)

A great ad is often a truth well told. What truth should you be telling about your brand?

A MODEL BRAND, A MODEL BRAND MANAGER (Kelly Brook)

Every brand needs a passionate brand manager. Are the people working on your brand really committed to it?

A LITTLE WEIRDNESS GOES A LONG WAY (Nike and Wieden +Kennedy)

Sometimes inspiration strikes when you least expect it. What could you do to take your mind off a problem and let your mind wander?

THE AGENCY THAT SAID “NO” (HHCL and Martini)

A principle isn’t a principle until it costs you money (but in the long run, remember that it will probably make you money). What are the principles to which your brand will stay true, even when tempted to do otherwise?

THE HAMBURGERS THAT DIDN’T GET BURNT (McDonald’s)

A brand is a unit of social currency and should play a role in the wider community. What does your brand contribute to the local or wider community in which it exists?

THE JEALOUS FRENCHMAN (Mouton Cadet)

Brands are a guarantee of quality. How closely do you monitor and control your product or service?

THE GOLDEN WEB (Goldcorp)

A fresh pair of eyes can bring a fresh perspective, 1,000 fresh pairs eyes can open your eyes to lots of new opportunities. What problem could you outsource?

FLIPPING THE HARP (Guinness and the Irish Government)

Creating and managing your identity is a key responsibility for any management team. Are all the key elements of your identity protected?

THE POWER OF TWO LITTLE WORDS (Ratners)

If you don’t believe in your brand, why should anyone else? Are you and your fellow employees true advocates for your brand?

THE STARS’ FREE GIFTS (Trivial Pursuit)

Word of mouth is the best form of advertising. What could you do to generate positive word of mouth?

THE PLASTIC PEOPLE WITH THE PLASTIC SMILES (Oxo)

Advertising doesn’t need to be glossy to be successful, empathy is a powerful tool. How well do you really know the motivations and realities of your customers?

BATMAN AND THE BALL BOYS (Batman)

Sometimes you can out-think rather than just out-spend your competition. Instead of wishing for a bigger budget, ask yourself what would you do if your advertising and promotion spend was to be cut in half?

THE TIGER AND THE COMMITTEE (Disney Animal Kingdom)

Even the most hardened professional is a human, and the use of theatre can be a powerful decision-making tool. How can you dramatize your next presentation?

SOME BINS AND SOME FRUIT (innocent)

Market research doesn’t need to be complicated to be useful. Could you simplify or reduce the amount of research you do and still get the information you truly need?

IT TAKES ALL SORTS (Bassett’s Liquorice Allsorts)

Serendipity can be a source of innovation. Does your innovation process allow for chance and the wild card?

THE STITCHING AND THE EMAIL (Nike)

Social media opens out a world of possibilities – but these aren’t always positive. Have you thought through all the implications of your social media strategy?

THE SPELLING MISTAKE, THE BACKRUB AND 100 ZEROS (Google)

Not all mistakes produce bad results. Looking back over mistakes you may have made in the past, how can you capitalize on something that went wrong?

THE LIPSTICK AND THE AIRLINE (Henkel Pritt Stick)

Inspiration can strike at anytime, anywhere. Are you constantly curious, always attuned looking for new ideas?

THE BANK THAT LIKES TO SAY NO (ING Direct)

It can pay to zig when the world zags. Is there an opportunity in the opposite of what all your competitors are doing?

BROTHERLY LOVE? (Adidas and Puma)

Competition is often good for both parties. How can you use your competition to your advantage?

THE WOMAN OF MANY FACES (Betty Crocker)

People like people, making personification a powerful branding tool. How can you give your brand a human face?

MORE THAN A PROMISE (Avis)

A brand is more than a promise, it’s a responsibility. Are you making sure you live up to your responsibilities?

THE INCISIVE LETTER K (Kodak)

Creativity thrives on a tight brief. Do you make sure every creative brief you write has clear and tight guidelines to guide the thinking and help your assessment of the work?

THE MEERKATS, THE COMPETITION AND A HEALTHY DOSE OF NECESSITY (comparethemarket.com)

You don’t have to be first to market to succeed. What do you need to do to make a late entry into the market distinctive and compelling?

DADDY’S GOOD LUCK CHARM (Coca-Cola)

Great brands make emotional as well as functional connections. What emotion does your brand evoke?

M IS FOR MOM’S NIGHT OFF (McDonald’s)

People react to messaging both rationally and emotionally, on a conscious and subconscious level. What are people really taking out from your communications?

GOOD LUCK’S BAD LUCK (Good Luck)

Celebrity-based advertising affects both the celebrity and the brand. If you use a celebrity, will they add value both to your proposition and to their own?

10 (Tesco)

A clearly defined vision and set of values should be at the core of your brand. Are yours clearly defined and known throughout the organization?

NO FRILLS BUT LOTS OF LAUGHS (Southwest Airlines)

A little humour can go a long way. What are you doing that will put a smile on your customers’ faces?

THE NO SCOLD GUARANTEE (Honda)

Early prototyping can identify early problems. How soon in your innovation process do you develop real prototypes?

THE LONELY SMOKER (Strand)

What people hear isn’t always what you say. What are people really hearing when you speak to them?

THE LITTLE CAR’S CONTRIBUTION TO LOW-COST FURNITURE (IKEA)

Necessity can be the mother of invention. Should you take a fresh look at some of the challenges facing you and your brand?

THE GLUE THAT WOULDN’T STICK (3M Post-it Notes)

Not all innovations start with a consumer insight. What technologies do you have which could offer new benefits for your customers?

THE 5,000 FAILURES (Dyson)

Sometimes it pays to think the unthinkable and do things “wrong” Could you do something better by doing it wrong?

THE BATS, THE PRINCE AND THE SICK NOTE (Barcardi)

A picture or indeed an icon can be worth more than words. Could you be making more of the images and icons linked to your brands?

THE DEAR JAMES LETTER (Lego)

Little gestures can have a big impact. What are the little gestures you could and perhaps should be making?

IF AT FIRST YOU DON’T SUCCEED, CHEW AND CHEW AGAIN (Hershey)

If at first you don’t succeed, try and try again? Are you in danger of giving up on something too soon?

ANY COLOUR AS LONG AS IT IS ARMY GREEN (Volkswagen)

Sometimes from the ashes of disaster grow the roses of success. How can you use a past failure to drive future success?

A VERY SPECIAL BREW (Carlsberg Special Brew)

Products may need to be evolved or repositioned to find their most successful niche. Have all your products or services found their optimum position?

THE WHITE KNIGHT AND THE CHOC-ICE (Virgin Atlantic)

It pays to put yourself in your customers’ shoes. When did you last “mystery shop” your own brand.

A TIRED OLD STORY? (Nordstrom)

Empowering employees can power your brand. Do you trust your staff to always do the right thing?

THE 13-TON WRISTWATCH (Swatch)

It pays to have solutions to future problems ready in advance. Are you really thinking ahead about the challenges you may face?

THE ROLLS ROYCE AND THE KETTLE (JCB)

Even when you think you have thought of everything, there is always room for improvement. What are you doing to make your offer even better?

RED STAR AT NIGHT, BREWERS DELIGHT? (Heineken)

A little magic, a little mystery can add to a brand’s appeal. Where is the magic in your brand?

THE NO NEWS GOOD NEWS (London Transport)

Nothing bad happening can sometimes be as good as something good happening. What performances are you taking for granted?

FROM THE ISLE OF SKY TO BUCKINGHAM PALACE, A 171-YEAR JOURNEY(Drambuie)

Not all innovations are overnight successes. Are you keeping faith in ideas that you believe will be slow-burn successes?

WHERE’S EDDIE? (Eddie Stobart)

Your brand image and the impressions it makes are important. How do you ensure you always project the image you want?

THE PARSIMONIOUS BOSS AND THE $99 REQUISITIONS (3M)

Ideas aren’t the only problem; executing them right is crucial too. Do you have a great idea that just needs more work?

THE INSANELY GREAT $50-MILLION GAMBLE (Pixar)

Your brand is like a bank account. When are you going to make the next deposit?

WOULD YOU, WOULDN’T YOU? (Boeing)

Sometimes you have to take a leap of faith. What plans do you have that scare you?

THE T-SHIRT, THE FAIRY AND THE BRAND GUARDIAN (Disney)

Brands need to be able to say “No”. What are limits of what you would and wouldn’t do with your brand?

A DRAMA AND A CRISIS (Tylenol)

In the face of a crisis, brands should aim to over-compensate not overpromise or ignore the problem. Do you know what you would do if a crisis struck your brand?

HAVEN’T I SEEN YOU SOMEWHERE BEFORE? (Timotei)

It pays to keep your feet on the ground. What’s your plan B?

FRISKY AND PLAYFUL (Playboy)

Great icons are distinctive and characterful. Does your brand have and harness a great icon?

FROM BLOODY AWFUL TO BLOODY AWESOME (BA)

Change is difficult but not impossible. What are the key actions you would make alongside any avowed intention to change?

THIS LITTLE PIGGY WENT TO MARKET AND FOUND INSPIRATION (Piggly Wiggly)

Great marketers work 24 hours a day; they are constantly curious. What have you seen in the last 24 hours which could inspire you?

IN HOT PURSUIT OF AN ICE-COLD TREAT: (Part 1 of 2 – Dove)

It’s not only charity that begins at home. Can you use your family as your first (and maybe your fiercest) focus group?

STOLEN WITH PRIDE: (Part 2 of 2 – Magnum)

It’s ok to steal with pride. Are there ideas from other places in the world that could benefit your business?

A MEAL SO GOOD THEY BOUGHT THE RESTAURANT (Nando’s)

Good brands often start with good products or services. Just how good are your products/services?

APPEARANCES CAN BE DECEPTIVE (Kimberley-Clark)

Appearances can be deceptive. Are you guilty of basing your truths on a surface trawl of your brand, category or consumer?

DON’T MINCE YOUR WORDS (Australian Beef)

It pays to know your target audience. With what tone of voice should you be talking to your potential customers?

THE APRIL FOOL (Wrigley)

Some see opportunities where others only see risk. What foolish thing should you be doing?