A Whack on the Side of the Head – by Roger Von Oech
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Roger von Oech’s A Whack on the Side of the Head is a creativity classic that helps you see everyday problems from totally new angles. It’s like a mental reset button for marketers stuck in the same thought loops.
Marketing analysis
The book’s cover itself feels like a creative “whack.” Bright colors. A surprised face. Bold typography. It signals energy, curiosity, and breaking norms—the same mindset great marketing thrives on.
Why it works
- Forces you out of habitual thinking loops
- Encourages reframing problems like a customer would
- Uses humor and simplicity to make creativity accessible
- Trains mental flexibility—gold for marketing ideas
Examples
- Apple’s “Think Different” campaign flipped product marketing into a creativity movement
- Old Spice rebranded men’s deodorant by adding absurd humor instead of fear tactics
- Dove’s “Real Beauty” campaign challenged industry beauty norms and went viral