Loading...
Loading...
A brand is every gesture a company makes in public, not its logo. These lessons cover finding the one belief behind a business, saying it everywhere, and the long partnerships that kept famous brands consistent for decades.
6 lessons · Lee Clow · Paul Lavoie · Susan Credle · Tim McClure
Lee Clow · Video
Lee Clow and Steve Jobs shared a radical belief: that every gesture a brand makes in public is an act of advertising. This lesson unpacks that philosophy through Lee's own words and the stories of Mary Wells, Apple, and the brands that understood — and the ones that didn't.
Lee Clow · Exercise
Lee Clow didn't just make ads — he built belief systems for brands. Now it's your turn. In this hands-on exercise, you'll take a real or hypothetical brand and apply Lee's core principles to define its essence, its values, and the single belief it stands for — the foundation of everything it should ever say or do.
Lee Clow · Video
In 1997, Steve Jobs called Lee Clow from his car. Apple was nearly dead. What happened next — over a long weekend — became one of the most celebrated campaigns in advertising history. This is the inside story of Think Different, and the creative lessons buried inside it.
Paul Lavoie · Article
A creative philosophy isn't a tagline — it's a decision-making system. This lesson explores how Paul Lavoie built TAXI's identity around Constructive Doubt, and how you can develop your own.
From Constructive Doubt: Paul Lavoie on Critical Thinking in Advertising
Susan Credle · Article
From making M&M's characters feel like real people to building Allstate's Mayhem into a cultural phenomenon, Susan's career is defined by one consistent instinct: the best ideas don't look like ads. This lesson unpacks her big-idea philosophy through the campaigns that made her a legend.
From Never Finished: Susan Credle's Masterclass in Creative Courage
Tim McClure · Article
GSD&M's relationship with Southwest Airlines — born in a hallway conversation and built over decades — is one of advertising's great client-agency partnerships. Learn what made it work and what it teaches us about trust, humor, and creative chemistry.
From Don't Mess With Ordinary: Tim McClure & the GSD&M School of Creative Courage