Here are some initial questions to ask yourself as you try to develop your Organizing Idea: – Does it organize? Does it clearly give you a premise to organize how consumers will connect with the story? – Does it help define the role of the channels you will use? – When you hear it, do you feel like it activates behavior? You’re looking to stimulate an experience for consumers and these experiences require a behavior. – Is the Organizing Idea, along with the associated projected experiences, delivering on the Brand Purpose? That is, does it align with and activate your brand’s belief? You
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