D E S I G N I N G C O H E S I v E E x P E R I E N C E S : I N T R O D U C I N G C O N T E N T S T R A T E G Y T O D E S I G N 29 This exercise encourages tactile engagement with brand attributes: stakeholders are literally picking up adjectives on index cards to reorganize what they feel is most important to communicate. It also helps us identify conflicting priorities; after all, the new blog, website, campaign, or logo can't communicate both modernity and tradition--or can it? These are the other key benefits: n n n n n n n n Engages stakeholders in a tangible, hands-on way Encourages debate and conversation ("what do we all mean by `innovative' anyhow--and is that the same as being `cutting edge'?") Identifies points of disagreement, team politics, and any history of pain points Prevents seagulling 3 Forces prioritization and tough choices Encourages ownership and investment, long after the consultant team has gone away Offers stakeholders a sense of accomplishment early in the project Minimizes work and action on inaccurate assumptions Overall, the goal of this activity is achieving consensus and clarity around