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A Coat Of Arms
I ask people I'm interviewing to draw a shield on a piece of paper-a typical knight's shield, with a swoopy top and a heart-shaped bottom. I then ask them to divide it into four quadrants and draw something in each one of them, just like a coat of arms for a royal family.
They draw things that represent the qualities they think a particular brand has-anything that would symbolize those qualities. Imagine the difference between a coat of arms for Old Spice, say, and one for Secret. Or between a coat of arms for Black & Decker and one for Sears. The nonlinear, emotional connections that people have with a particular brand often emerge on a coat of arms.You can do this to imagine the qualities or activities of your ideal day versus your real days. The dis-coherencies are where the untapped energy lies.
