A Whack on the Side of the Head – by Roger Von Oech

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