Comments on: Creating tools for doing.

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By: Josh Chambers

Josh Chambers — Sat, 30 May 2009 19:46:10 +0000

I find tools incredibly underrated. I like to think of them as “structured freedom.” Within a democracy, (most of) the laws exist not to inhibit, but to provide the structure needed for freedom. Brand tools are similar. Done well, they remove the barriers needed to think freely, and provide the guidelines to have a focused conversation. I can't tell you how many unstructured, unproductive “brainstorming” sessions I've been in.

Great post.

By: Anonymous

Anonymous — Sat, 30 May 2009 14:46:00 +0000

I find tools incredibly underrated. I like to think of them as “structured freedom.” Within a democracy, (most of) the laws exist not to inhibit, but to provide the structure needed for freedom. Brand tools are similar. Done well, they remove the barriers needed to think freely, and provide the guidelines to have a focused conversation. I can’t tell you how many unstructured, unproductive “brainstorming” sessions I’ve been in.

Great post.

By: adrianho

adrianho — Tue, 19 May 2009 19:24:27 +0000

Jeffre's site is back up and while Lachlan is the semiotics master, I did write about the tool a while ago: http://www.zeusjones.com/blog/2008/the-semiotic...

By: adrianho

adrianho — Tue, 19 May 2009 14:24:00 +0000

Jeffre’s site is back up and while Lachlan is the semiotics master, I did write about the tool a while ago: http://www.zeusjones.com/blog/2008/the-semiotics-of-web-20/

By: Julie

Julie — Mon, 18 May 2009 22:15:38 +0000

Hey there – the nike brief-o-matic link is dead and now I'm wondering about the semiotics tool. Would you be willing to share hints on either?

By: Julie

Julie — Mon, 18 May 2009 17:15:00 +0000

Hey there – the nike brief-o-matic link is dead and now I’m wondering about the semiotics tool. Would you be willing to share hints on either?

By: adrianho

adrianho — Fri, 15 May 2009 19:55:19 +0000

Hey Lachlan!

I know you agree, we still use that cool semiotics tool you taught me. In fact it's become a favourite tactic here, we've used it on pretty much every single project we've done.

By: Lachlan

Lachlan — Fri, 15 May 2009 17:46:47 +0000

so true.
Reminds me that getting to interesting and new creative stimulus is what a good 'tool' does… either in brainstorms sessions (real ones not just people standing round a flipchart) or creative thinking in general, you need stimulus. And tools can help you get it, often much faster (if nothing else) than without.

Sure bad ones limit your answers, but good oines give you a way to provoke your thinking and stimulate new ideas.

By: adrianho

adrianho — Fri, 15 May 2009 14:55:00 +0000

Hey Lachlan!

I know you agree, we still use that cool semiotics tool you taught me. In fact it’s become a favourite tactic here, we’ve used it on pretty much every single project we’ve done.

By: Lachlan

Lachlan — Fri, 15 May 2009 12:46:00 +0000

so true.
Reminds me that getting to interesting and new creative stimulus is what a good ‘tool’ does… either in brainstorms sessions (real ones not just people standing round a flipchart) or creative thinking in general, you need stimulus. And tools can help you get it, often much faster (if nothing else) than without.

Sure bad ones limit your answers, but good oines give you a way to provoke your thinking and stimulate new ideas.

By: adrianho

adrianho — Thu, 14 May 2009 18:55:13 +0000

Hey Jeffre,

That Nike chart is awesome, a much better version of what I was trying to do on Audi. It looks like they're still using that today – I may steal that for some of my projects ;) Thanks!

By: Jeffre Jackson

Jeffre Jackson — Thu, 14 May 2009 15:37:21 +0000

I believe in tools for planning and matrices like the one for Immuno-Viva are a simple but powerful way to generate new ideas that are still consistent with the brand. I made a similar table when I was working on Nike which is here: http://www.pinkair.com/2006/09/planning_engine....