​A workshop involving the brand team and, if possible, external creative experts is ideal for coming up with strong communications ideas. Attendees should aim to develop a strong sympathetic understanding of the target audience before or at the start of the workshop. Most useful for this would be information and insights about how, when and why target consumers use the category and about their lifestyles, attitudes and priorities more generally. The goal of the workshop is to develop ideas that relate to a consumer concern and allow the brand to play a 'hero’ role.

For further inspiration, check out this video clip.