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, clear adjective and the specific category to position any organization, product, services in the best light, and not forgetting yourself – in less than 5 words,” according to Robren, who coined this phrase.  His own Descriptive Category is “The Ineffable Whisperer”.

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 four 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, Budda, 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 Laederfinity 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 “Descriptive Category” or “3 Words Intro”:

[1] Personal Branding WHO Descriptive Category (DC) [2] Product / Service DC [3] Organization / NGO / WHAT DC
[4] Expo/ Activity / Event DC
[5] Place / Restaurant / Venue/ Location / WHERE DC
[6] Relationship / Family / Social DC [7] Tagline / Headline / Slogan / Marketing / HOW DC
[8] Industry / Finance / Career DC
[9] Timing / WHEN DC
[10] Rationale/ Strategy / Idea / Vision / PR / WHY DC


Robren is looking for CEOs & Celebrities to participate in my upcoming “3 Words Intro” aka “Descriptive Category” Online Masterclass on 12 January 2023. Click here to join today >>

Written by: Robren
Published: 27 December 2022.
Updated: 29 December 2022.