Robren’s Most Influential New Idea For 2023:
"3 Words Intro" aka “Descriptive Category”
Link to this article: https://tinyurl.com/TopIdea2023
Robrn'Robren had his “Eureka” moment 6 weeks after meeting with Stephen Barry, Managing Partner of Stepworks, the top “Wholehearted Brand Building” agency in Hong Kong. He discovered the Secret what made Stephen Barry and Stepworks so effective in brand building for their clients such as Hong Kong Tramworks, HKEX, Swire Pacific, and Shangri-La Hotels.
“Descriptive Category” aka "3 Words Intro" is your simplest, truthful, incisive adjective and the specific category to position any organization, product, services in the best light, and not forgetting yourself – in 3 words or less,” according to Robren, who coined this phrase. His own Descriptive Category is “The Ineffable Whisperer”. After using the #3WordsIntro Method, Robren's own writing had a major shift and transformation, his writing became way more incisive, intentional and inspirational.
Firstly, Robren immediately noticed and acknowledged the similarities and differences between Stephen and himself. Primarily Stephen is an Art Director and Robren is a Copywriter by trade, the disciplines are the two most important disciplines in the creative process. A bit of background history on Advertising
In the late 1950s, advertising legend Bill Bernbach came up with the idea of pairing art directors and copywriters into teams. The strategy worked and DDB ended up creating some of the most iconic work of that era. Since then, the art-copy team structure came into existence at most, if not all, agencies. John Emory Powers (1837—1919) was the world’s first full-time copywriter. Since then, some copywriters have become well-known within the industry because they founded major advertising agencies, and others because of their lifetime body of work.
The Copywriters who most influenced Robren were John Caples, David Ogilvy (often been described as “The Father of Advertising” as is well known for his compelling advertising copy), Leo Burnett, Goodby & Silverstein, and James Webb Young (Incubating. A Technique For Producing Ideas).
The Writers who most influenced Robren writing in general are Lao Tzu, Buddha, Aesop, Wayne Dyer, Christopher Nolan, Shakespeare, Voltaire, Malcolm Gladwell, Joyce Carol Oates, and Bob Woodward.
Secondly, Robren noticed the fundamental difference in focus. Stephen’s focus is branding (present your client’s fish in the best light), and Robren’s focus is learning (teach you how to fish). Therefore, Robren usually end up with teaching the lessons learnt from his own experiences, wisdom for Ascended Masters, his interactions with influential leaders (good, bad and the ugly), and his whisperings with Angel Brenda, his Twinsoul, guardian angel, late wife and co-coach; and hosting and interviewing guests in The Robren Show and Leaderfinity Interviews, insider stories from industry leaders. Not many leaders are willing to share their trade secrets or their dark sides and failures, but Robren manages to get them to whisper their secrets.
The 10 Types of "Descriptive Category" or "3 Words Intro":
 Personal Branding / WHO Descriptive Category (DC)
 Product / Service DC
 Organization / NGO / WHAT DC
 Expo/ Activity / Event DC
 Place / Restaurant / Venue/ Location / WHERE DC
 Relationship / Family / Social DC
 Tagline / Headline / Slogan / Marketing / HOW DC
 Industry / Finance / Career DC
 Timing / WHEN DC
 Rationale/ Strategy / Idea / Vision / PR / WHY DC
CASE-IN-POINT: 3 Word Intro for Steve Jobs & Apple
Steve Jobs (Who DC = Charismatic Tech Visionary) | Apple (What DC = Trendy Dream Designs) | iPhone (Why DC = Stylish Desired Smartphone) | MacBook (How DC = Creative Fast Laptop)
- Get The Picture? Learn From The Best!
Robren is looking for 50 CEOs & Celebrities to participate in my upcoming “Descriptive Category” Online Masterclass on 12 January 2023. Read more about 3 Words Intro Masterclass: https://tinyurl.com/3WordsIntro
Click here to join masterclass today >> https://tinyurl.com/DesCat1
Written by: Robren
Published: 27 December 2022. Updated: 29 December 2022.
Robren is looking for CEOs & Celebrities to participate in my upcoming "Descriptive Category" Online Masterclass on 12 January 2023. This is a life-changing event. Your communication and ways of being will become far more incisive and charismatic. Click here to join today >> https://tinyurl.com/DesCatClass