Reading Module 11: Creativity Brainstorming Assignment (Individual)

Chapter 6 Ideation

Learning Objectives • Create a toolbox for concept development • Explain how to generate and evaluate concepts quickly

The Big Idea • All major campaigns start with an idea • Your concept tells the story of the brad, product, or service • The story must resonate with the audience

Ideation • Also called concepting • Process of developing ideas • In our field, the ideation process centers

• the audience • a product or service • a unique challenge

Concepting • Concepting then must tie these elements together in order to address the customers

physical needs and emotional wants

Group Concepting • How do you generate clever ideas in a team?

• Card sorting – distributing index cards prior to a concepting session and asking participants to fill them out. Associated words and themes are then identified.

• Post-it Pass – Write one idea on a notecard in 5 minutes. After the time is up, your card is passed to the next person next to you. They are given 5 minutes to adjust the idea or make it better.

• Mind Mapping (spider graphs) – helps define a challenge more holistically • Collaboration

Tools for Effective Ideation • Use metaphors

o The problem is like a _________ • Exaggeration • Features

o Your creative brief should help with this o Take that One Thing that your brand has that no competitor has

• The Opposite o Must be an extreme opposite o Whatever the benefit of your product is, imagine a world without it

Tools for Effective Ideation • State the obvious

o Some things money can’t buy, but for everything else, there’s Mastercard • Headline driven

o Uniformed and well executed headline can drive a campaign

Mini Project (Extra Credit Activity) (2%) • Using one of the group concepting strategies discussed in Chapter 6, generate an idea for

a branding/re-branding advertising campaign for one of the following: • Forever 21 • Rihanna • Kanye West • Twitter • Bed Bath & Beyond

• Draft a creative brief for the client • Generate three creative concepts for the brand • Presentations in Week 12