Creating Clarity in Creative Development

Eliminate confusion and align your team with a shared language for creative development

The Idea Stack module gives marketing teams and agencies a powerful system for classifying and communicating creative concepts at every level. In this focused course, you'll learn:

• A unified creative terminology framework that prevents miscommunication and confusion during campaign development
• Clear definitions for each level of creative expression–from positioning to execution–with practical examples
• How to identify which level of idea you're discussing in meetings, briefs, and reviews
• Techniques for moving seamlessly between idea levels without losing strategic alignment
• Implementation strategies for getting your entire team speaking the same creative language

The course illustrates the Idea Stack framework through real-world examples at both national and local scales–from Coors Light's national "Made to Chill" campaign hierarchy to Benjamin Franklin Plumbing's local "Punctual Plumber" positioning. You'll see exactly how the same principles apply regardless of your budget or market size.

Ideal for marketing departments, agencies, and creative teams who manage multiple campaigns annually, the Idea Stack creates a common vocabulary that streamlines creative processes, reduces revisions, and ensures everyone understands exactly what type of idea they're developing or evaluating.

Stop the frustration of misaligned expectations and conflicting feedback. Bring precision and clarity to your creative process with the Idea Stack.