10.3 Creativity in practice

An old (and boring) debate; It takes two…; That joke isn't funny any more; Time for a brand; Honey, there's a drunk at the door; You're always nicer to someone you like; Look beyond the brief; Make me smile or make me think; Make it feel nice; The big pile on my table; The greased chute; Meanwhile, back at Skoda; A direct job; Out with the old, except the good bits; Integration, integration, integration; Stretching the brand – the BMW 1 Series; A new brand for a new car; Brands change too; A new problem, a new approach; The advantage of time; Getting deeper; Heads held high; Be nice to your friends; Don’t forget you're a person too. (IDM Marketing Guide, 22 pages)

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