I was sitting in a living room a few years ago in Brownsville Brooklyn at the home of the head of a local non-profit. There were volunteers there from all walks: educators, musicians, politicians, activists, neighbors and me. The organization, Bailey’s Café, for which I ultimately wrote a brand brief, did what I called “Good’s Work.”
The meeting started off with intros and backgrounds, and then surrounded by markers and large paper pads we got down to strategy work. The marketing guy who called the meeting, had never really done a session like this before it seemed, and asked where we wanted to start. Pin drop time. And so you know, Bailey’s Café helps underserved children and elders within the community by putting on programs, tending a community garden, fostering green issues and recycling, music and art appreciation, young girl issues and way way more. The missions of Bailey’s Café were, needless to say, varied.
To break the silence I suggesting we play the Is-Does game. We went around the room and asked “What Bailey’s Café Is” and “What Bailey’s Café Does.” It got the room energized and began many conversations and discussions.
In brand strategy, the Is-Does is a great place to start.