Set polar opposites. First, we put down on paper an end-to-end diagram with “polar opposites” relevant to the marketing issues at hand. For example, for a widely advertised brand that seeks to identify the ideal mix of brand image and offer call-to-action, the polar opposites might be:

Brand <–––––––––––––––––––––––––––––––––> Offer

Or if research points to hidden psychological motivators, we might want to set our polar opposites as:

Rational <–––––––––––––––––––––––––––––––––> Emotional

These are but two examples of a nearly infinite range of choices. The purpose is simply to frame the creative dialogue with end-points.