BCA Round Table Creative Brainstorming

“Creativity is intelligence having fun” – Albert Einstein

January 20, 2015

www.neffassociates.com

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What is Creative Brainstorming?

Brainstorming combines a relaxed, informal approach to problem solving with lateral thinking. It encourages people to come up with thoughts and

ideas that can, at first, seem a bit crazy. These ideas can be crafted into original, creative solutions.

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Do’s and Don’ts

During brainstorming sessions, people should avoid criticizing or rewarding ideas. Judgment and analysis at this stage stunts idea generation and limits creativity.

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Individual vs. Group Brainstorming?

When you brainstorm on your own, you don’t have to worry about other people’s egos or opinions, and you can be freer and more creative. For example, you might find

that an idea you’d hesitate to bring up in a group develops into something special when you explore it on your own.

However, you may not develop ideas as complete concepts when you’re flying solo because you don’t have the wider experience of other group members to draw on.

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3 Tips For Brainstorming Success

1. Put MORE time into ideas before the meeting.

By inviting, or assigning, idea generation ahead of the meeting, you not only get people thinking about the

problem for a longer period of time, you get more ideas and a diverse spread of concepts that are ready to be talked about.

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3 Tips For Brainstorming Success

2. Put MORE time in planning the meeting.

In order to get the most out of your team’s time in a brainstorming meeting, you have to spend more time creating a clear goal of your brainstorm. This means

assigning a team leader, setting an agenda, making clear outcomes, and creating a follow up plan.

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3 Tips For Brainstorming Success

3. Get comfortable creating MORE ideas.

How many ideas do you need to create before you find the right one? There’s no secret science, but you’re going

to have to come up with more than one. A lot more.

This is something that can sometimes be uncomfortable for ourselves to realize, but we need to be diligent about

putting ideas to paper and vetting them.

CLIENT

RESEARCH

IMPLEMENTATION

EVALUATION& ADAPTATION

STRATEGY

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DISCOVERY

EXCAVATIONCONTINUEDASSESSMENT

POSITIONING& VALIDATION

EMPLOYEEALIGNMENT

STRATEGICSCENARIOS

BRANDVOICE

LAUNCHPREPARATION

Neff’s Branding Process

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Client Brief

Background/Overview:

-Project: New Product

-The client is launching a new line of household cleaning products aimed at capturing millennials. Our business goal, therefore, is to come up with a brand name that will appeal to this new generation of consumers.

-Neff’s first step in this process is a “word association.” The content often goes on to be used in brand messaging and eventually the name.