The creative process should always start with one of the most antiques & well known branding techniques: the brainstorming.
This very useful approach leads us to forget the daily standards, and instead gather as many ideas as possible on the same subject, in order to choose more accurately the best possible option or solution.
The proposal of creative thinking sessions was such an innovative concept even his creator, Alex Osborn, kept it from the public for over a decade, before he published his book “Applied Imagination” in 1954.
And even when it started off as a technique for any kind of problematic, it was and still is adopted by marketing experts to deal with brands issues, and to stimulate innovation and creativity in the field.
Why settle with one single idea when you can actually inquire deeper to get a whole bunch of fresh perspectives & possibilities, and from that reach the best one possible?
- Eliminate all criticism.
- When ideas come up, no critical comments are allowed.
- All ideas should be written down.
- The evaluation is reserved for later.
- The adverse judgment of ideas must be postponed.
- Creating and judging at the same will not lead to maximum results.
- Freedom of emission is very important.
- Wild thoughts work.
- Impossible or unimaginable ideas work.
- Practical ideas are often born of impracticable or impossible ones.
- Allowing you to think outside the limits of the usual, from the normal, new and brilliant solutions can arise.
- The more energetic the idea, the better the results can be.
- Concentrate on generating a large number of ideas that can subsequently be reviewed.
- The larger the number of ideas, the easier it is to choose between them.
- There are two reasons to wish a lot of ideas. First, it seems that obvious, habitual, worn, impractical ideas come first to the mind, so the first 20 or 25 ideas are likely to be neither fresh nor creative. Second, the longer the list, the more you have to
- choose, adapt or combine.
- In some sessions, the goal is to achieve a certain number of ideas, on the order of 50 or 100, before the end of the meeting.
The multiplier effect
- The combination of ideas and their improvements is what we are aiming for.
- Participants can suggest improvements in others’ ideas or get a better idea from two others.
- Think about what can be done to improve it or make an idea possible.
- Use the ideas of others as a stimulus for your improvement or variation.
- Changing just one aspect of an impractical solution can make it a great solution.
What to keep in mind when doing a session
1. Choose a leader
Someone responsible should be there to record the ideas. It’s best if it’s donde on a blackboard, or on cards hanging on a wall so that the whole group can see them, but a piece of paper can also do the trick. It is no easy to be thoughtful and creative and to be writing at the same time, the leader can be part of the creative thinking in small sessions. In individual brainstorming it is useful to use a map of ideas in a large role, as large letters help to keep ideas in mind.
2. Get a moderator to organize chaos.
In groups of more than three or four, it is best to have a moderator to choose who will be next in saying an idea and to avoid that everyone speaks at the same time. If necessary, the moderator will remind members not to inject evaluation in the session, or loose track.
3. Keep the atmosphere relaxed and cheerful
Creative juices flow best when participants are relaxed, enjoying themselves and feeling free to play the fool or be playful. As a help and a stimulus to creativity, it is often good to start with a ten-minute warm-up session, where an imaginary problem is addressed: “invent an ice cream flavor”, “incorporate the word fox on a movie title”, and so on.
4. Limit the session
The duration of a typical session should be limited to about 15-30 minutes. Longer sessions tend to lose interest.
5. Make copies
After the session, it is necessary to clean the list of ideas and make copies for all the participants. Do not try to put the list in any particular order.
6. Add and evaluate
Ideas thought from the previous session should be reviewed. Evaluate each of them and develop the ones that promise the most, in order to put them in practice. During evaluation sessions, wild ideas become practical or used to suggest realistic solutions. Emphasis must be placed on analysis and real-world issues.
7. Find new approaches to the problem
These ideas suggest new ways of looking at the subject. Keep in mind that the evaluation is not done on the same day as the brainstorming session. This makes the brainstorm more free (without the fear of immediate evaluation) and allows for an incubation time of more ideas and a time to think about the ideas that have emerged.
Creative brainstorming is the ultimate strategy when looking for new striking approaches for your brand. Dare to be creative with your co workers and find the best possible ideas together!