2. Can you demonstrate or visualize the brand or product three dimensionally?

3. Can you create sensory experiences around your product or brand?

4. Be creative with the appearance- form, shape, colour, size, name, logo- of your product or brand.

5. When you have an idea for a traditional piece of advertising- such as a print ad or a television commercial- develop that idea one stage further and take it along the non-conventional route.

6. Use traditional media channels in ways they have not been used before.

7. Create the idea setting in which your product or brand is experienced.

8. Where would be the most surprising place for your product or brand to appear?

9. Find things- objects, places, television programmes, films- that are associated with your product or brand. Find ways to make connections.

10. Play tricks on your audience.

11. Use everything that you own as a communication medium

12. Investigate ways to team up with like-minded brands or products.

13. Invent a compelling story starring your brand or product.

14. Think outrageously. Think bigger than life. Think megalomaniac.

15. Find ways to make your brand or product newsworthy.

16. Who would you choose to sell your brand or product? Would it be a single person or a clearly defined group?

17. Be present where your audience is.

18. Involve the target group in your story.

19. Hand over power to the consumers. Consider ways to put them in complete control.

20. What can you do for your customers to make their day?