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Creative Thinking Training for Marketing

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A one day training for marketing and advertising professionals designed to ignite their creative thinking skills and open up the possibilities for new ideas. Delivered in-house for companies in …

A one day training for marketing and advertising professionals designed to ignite their creative thinking skills and open up the possibilities for new ideas. Delivered in-house for companies in Singapore and in most Asian cities.
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  • 1. 1   CREATIVE THINKINGTRAINING FOR MARKETING
  • 2. How creative are you 2   The Remotes Association test 20 MINS
  • 3. 3  Remote associates test (9 minutes) What connects the following 3 things? Question: Heart, fast, down Answer: break 1 Law, birthday, swim 2 Partner, night, butler 3 Mower, pack, horse 4 Bear, comb, moon 5 Twister, lash, tied 6 Super, ship, gazer 7 Sun, back, television 8 Mash, movie, truck 9 Trap, market, brown 10 Heart, tooth, talk
  • 4. When are you creative? 4  
  • 5. CREATIVITY IN BUSINESS 5  
  • 6. 6  Creativity and innovation• Creativity can be described as bringing a unique approach andway of thinking to the way you do things• Innovation can be thought of as the result of a creative process;ending up with a new and better product or service.
  • 7. Why does branding andcommunication require “Innovation”? 7  
  • 8. Experiencing the Creative Process in Action 8   30 MINS
  • 9. 9  ACTIVITY - BULB packaging brief•  BACKGROUND –  Each table represents a packaging vendor competing for my business. –  You are to design packaging that is “sound and stylish” for my high-end lightbulbs. –  My lightbulbs last up to 10 years and automatically adjust to the natural light in the room. –  They retail for $500 each and are very fragile. –  You have 20 min of design time.
  • 10. 10  ACTIVITY - BULB packaging brief•  MATERIALS –  Masking tape –  Straws –  Wood splints •  TOOLS –  Balloons –  Scissors –  Plastic cup –  Markers –  String –  Your brains! –  Napkins•  EVALUATION: –  Your designs will be judged on style and soundness
  • 11. 11  Think back to the process of designing the lightbulb +  (effective things) (what would you change)
  • 12. What does Creativity in abusiness environment look like 12   IDEO Nightline Video Available on Youtube 20 MINS
  • 13. “Enlightened trial and error succeedsover the planning of the lone genius.” IDEO 13  
  • 14. CREATIVE THINKING TOOLBOX 14  
  • 15. 15  Why do we need tools?•  Because conditioning and experience causes us to generate similar solutions time and again.•  Its as if our brains are wired to throw up the same answers and ideas
  • 16. 16  The Framework Explore Explore Explore the the the BRAND FUTURE TARGET Discover the Brand’s opportunity Means to exploit the Brand’s opportunity
  • 17. 17  Creative techniques tools framework
  • 18. 18   Explore the Explore the Explore the TARGET BRAND FUTURE EXERCISES TO EXERCISES TO EXERCISES TO UNDERSTAND UNDERSTAND THE MORE RICHLY THE CORE OF STRENGTH OFUNDERSTAND THE THE BRAND’S FUTURE TARGET ATTRACTION TO OPPORTUNITIES FOR ITS FANS THE BRAND IDEA
  • 19. 19  
  • 20. 20   Explore the Explore the Explore the TARGET BRAND FUTURE1.  Day in the Life of… 1.  Forced Connections 1.  Sacred Cows2.  The Story of Me 2.  Emotion Quotient 2.  Word Salad3.  Comic Book 3.  Verb dance 3.  Negative Storming4.  Chain-writing 4.  Brandland 4.  Blue Skying5.  Magic Wand 5.  Acronym 5.  Alien encounter 6.  Corporate Idols 6.  Entertainer 7.  Doodler 7.  Politician 8.  Personal heroes 8.  Sub-culture Borrowing 9.  Personfication 9.  Borrowed Trends 10.  Random Postcard 10.  Perspective Storming 11.  Worlds 11.  Category Future 12.  Future View
  • 21. 21  Consumer1) Day in the Life of•  Break participants into teams and assign each team a target group of the brand. If there is only one target have each team work on the same target but separately.•  Have each team capture the story of a day in the life of that target from when they get up to when they go to bed - times, what they do, who are they with, what are they thinking & feeling, what are they needing, wanting or wishing, what makes it a bad day, what makes it a good day etc.•  Apply those aspects of their day to the brand truth - how can the brand truth fit into their lives.•  Capture those thoughts to apply to the brand idea/ essence.
  • 22. 22  Consumer2) The Story of Me•  Have each participant individually write a story as if they were the target, answering the following questions/probes: Hello my name is_____. I live in ____ with ____. My life is ____. That’s because____. My priorities are____. What I care least about is_____. What I like most about my life is____. Sometimes I wish that____. What I’d like to change most would be_______. What makes me happy/laugh is______. What makes me angry/annoyed/sad/stressed is ____. My biggest pet peeve is______. My worst fear is_____. What I dream & hope for is ____. If I won the lottery I would______. If I could live anywhere I’d live______ because _______. If I had to describe my personality I’d say I’m _____. People often say I’m ____ and they’re right/wrong.•  Apply the various aspects of the stories to the brand truth - how can the brand truth fit into their lives.
  • 23. 23  Consumer3) Comic Book•  Give each participant a piece of paper and some crayons.•  Give them 5 minutes to create a comic strip about the target consumer interacting with the brand and its truth.•  Remind them it’s a comic strip so it should be funny, silly, crazy, exaggerated, stupid, ridiculous... not reality, not expected.•  Have each participant present their comic strip and have the group extrapolate out of it thoughts that could be applied to the brand essence.
  • 24. 24  Consumer4) Chain-writing  Write one thought about the target per page  Each participant starts with a page and builds on the thought on the page, either taking it further or explaining it further  Have participants swap sheets and keep building on what is on the page in front of them, and then swap again.  Continue until all pages are full or participants are worn out.  Have each participant apply the thoughts on the page to the brand truth.  Capture those thoughts to use in creating the brand bond.  Works well if overbearing or intimidating participants in the group.  Also good for introverted groups and to eliminate seniority.
  • 25. 25  Consumer5) Magic Wand•  Pretend that you have a magic wand and make the current target disappear.•  Have participants brainstorm potential new targets for the brand. What would be the ideal target? An unexpected target? A bizarre target? A cool target? A fun target?•  Then brainstorm as a group what would be appealing to those targets about the brand and the brand truth.•  Capture those that to apply to brand essence.
  • 26. 26  The Framework Explore Explore Explore the the the BRAND FUTURE TARGET Discover the Brand’s opportunity Means to exploit the Brand’s opportunity
  • 27. 27  BRAND1) FORCED CONNECTIONS•  Think about your target and what appeals to them and capture these thoughts: –  Benefits of products that are popular with your target –  Attitudes or characteristics of brands that appeal to your target –  Successful new brands/products & what is behind their success•  Connect these thoughts to your brand truth.•  Capture those that to apply to brand essence.
  • 28. 28  Brand2) Emotion Quotient•  Have the group think about the brand not in terms of the product benefit but rather in terms of the consumer benefit - what ultimately does the consumer really get from using or having this brand and its brand truth in their lives?•  Try thinking about it this way. Don’t sell me _____, sell me _____. For example: Don’t sell me credit cards, sell me… freedom, security, a safety net, control confidence, empowerment, peace of mind, insurance, a sense of having ‘made it”/achievement/success Don’t sell me soft drinks, sell me… revitalization, fun, a treat, something special, good times, rebellion, youth, risk, vitality•  Capture those that to apply to brand essence.
  • 29. 29  Brand3) Verb Dance•  Assign each participant a verb or have participants come up with their own verbs (ie. give, create, feel, desire, challenge, inspire, motivate, fulfill, crave, answer, eliminate, solve, stimulate, rejuvenate, educate).•  Have participants apply their verb to the brand truth & capture their thoughts. For example: what does the brand give people? How does it challenge people? What does it create for people? What is it the answer to for them?•  Apply those thoughts to the brand essence.
  • 30. 30  Brand4) Brandland•  Have each participant construct their own BrandLand that captures the meaning of the brand using pictures &/or word - it should give a sense of the brand’s purpose, origin, spirit, heart, mind, soul.•  Provide them with simple construction resources to help them - construction paper, scissors, crayons, magazines, glue/tape etc.•  Have each participant present their BrandLand and capture the themes represented.•  Apply these themes to creating the brand essence.
  • 31. 31  Brand5) Acronym•  Write the name of the brand in big capital letters on the wipeboard/flipchart.•  Have participants brainstorm any & all words related to the brand truth that begin with each letter of the brand.•  Capture those thoughts to apply to the brand bond.•  For example: GAIN(brand truth of ‘fresh, clean scent’) •  Great, granular, giving, gasp!, glee •  Addictive, abnormal (unique), accentuating, affirming •  Individual, inspiring, invigorating •  Nurturing, natural, novel
  • 32. 32  Brand6) Corporate Idols•  Have everyone think about one of their personal marketing heroes - either the person themselves (ie. Bill Gates) or a company (ie. Starbucks).•  Give participants a few minutes to think about/write down what it is about that person/company that they admire, what defines that person/company, how do they operate, what philosophies/values/ beliefs do they do business by.•  Have each respondents think about/write down what their heroes’ perspective on this brand would be. Given who they are would they do if they were the brand manager?•  Capture all their thoughts and apply to the brand essence.
  • 33. 33  Brand7) Doodlefest•  Give everyone 3 minutes to draw pictures that represent the brand to them.•  Without having told them previously, after 3 minutes have them switch papers and build on each others drawings.•  Then have them switch again and have each person describe the drawings in front of them.•  Capture the thoughts to apply to creating the brand essence.
  • 34. 34  Brand8) Personal Heroes•  Have everyone think about one of their personal heroes - it could be someone in the business world, a political figure, a historical figure, a mythical figure etc.•  Give participants a few minutes to think about/write down what it is about that person that they admire, what defines that person, how do they operate, what personality traits/values/beliefs they live by.•  Have each respondents think about/write down what their heroes’ perspective on this brand would be. Given who they are would they do if they were the brand manager?•  Capture all their thoughts and apply to the brand essence.
  • 35. 35  Brand9) Personifications•  If the brand was a person what kind of person would it be?•  Have participants throw out random thoughts in answer to that question and capture on wipeboard/ flipchart.•  As answers slow down, prompt with: •  Demographics •  Personality characteristics •  Values, hopes, fears, regrets, dreams, inspiration •  Favourite past time, time of year, era, role model, movie, car book & why•  Have participants connect those characteristics to the brand truth and capture to apply to creating the brand essence.
  • 36. 36  Brand10) Random Postcard  Randomly give each participant a postcard or have them pick a picture that instinctively appeals to them.  One at a time, have each participant tell the story of what is going on in that picture. Prompt them with questions… who are those people, what is their relationship, what are they doing/feeling, what is the mood of the picture, what came before it/after it, who created it & why etc.  Then have them tie those story elements back to the brand truth, and apply to the brand essence.  HINT:   Works best when totally unrelated objects/pictures (ie. if rational brand truth pick emotional pictures, if physical truth pick mental pictures, if joyous brand truth pick dark pictures)
  • 37. 37  Brand11) Worlds•  Give each participant one or two worlds such as “The world of…cars, soft drinks, neighbourhoods, movies, ice cream flavours, cartoon characters, sports, animals, clothes, smells, architecture, snack foods, countries, nature, science, fabrics, colours, music, hobbies, spices, careers, furniture, fashion”•  Have each participant then determine what the brand would be in that world and capture why.•  Use those thoughts to apply to the brand essence. –  For example, “In the world of countries Visa would be the UK” because it: has a strong heritage, is well known globally, is dependable & predictable, is a bit boring, has a dry sense of humor, lacks emotion etc.
  • 38. 38  Example Worlds•  Sports/games•  Food and Drink•  Romance•  Painting•  Government•  Movies•  Music•  Weather•  Cosmetics•  Minerals•  Machines•  History•  Animals•  Smells•  Warfare•  Travel
  • 39. 39  The Framework Explore Explore Explore the the the BRAND FUTURE TARGET Discover the Brand’s opportunity Means to exploit the Brand’s opportunity
  • 40. 40   Future 1) Sacred Cows of the Category•  What are the 5 rules of the road for the category? The 5 things that most define the category: benefits - functional and/or emotional, visuals, tone, executional style etc.•  Now how can we break them?•  Capture thoughts to apply to creating the brand essence.
  • 41. 41  Future2) Word Salad•  Give everyone 3-5 minutes to silently write down all that comes to mind when they think of the category… ONE word/phrase/drawing per sticky note•  Cluster sort all the stickies as ‘same’ or ‘different’•  Identify core themes that are most unusual, interesting or puzzling (not typically associated with the category)•  Capture themes to apply to creating the brand essence•  HINT: Repeat exercise using the most promising of the themes as the seeds to take the thinking further
  • 42. 42  Future3) Negative Storming•  Get all participants to be totally negative about the category.•  Capture what is bad about the category, what bugs people about it, why someone wouldn’t use it, why someone would reject it after trying it, why someone might never try it, what negative words you could use to describe it, what worries people about it, what it lacks that people can get elsewhere.•  Now have participants turn those negative thoughts around. How could the brand address those negatives, overcome those negatives?•  Apply those ideas to the brand essence.
  • 43. 43  Future4) Blue Skying•  Tell everyone that you are waving a magic wand and all preconceived notions about what the category is and is not have disappeared from their minds.•  Have participants think about the craziest thing this category could stand for, what in their wildest dreams could this category be about, what is the impossible that this category could offer the consumer (ie. potato chips become a staple food eaten daily).•  Capture these ideas and either spend some time bringing it back to the possible now (ie. potato chips become a staple inclusion in kids’ lunch boxes) or leave that up to the participants as they create brand futures (ie. Send your kids to school with a little love with Frito-Lay).
  • 44. 44  Future5) Alien encounter•  Pretend an Alien has just landed in a space ship on earth. He has just walked into this room and wants to know what you’re all talking about. He has never heard of this category before.•  How would you describe this category to him? What is it? How does it look, feel, taste, sound, smell? Who uses it, when, why, with whom & how? How long has it been around? Where did it comes from? Does it ever disappear? What would people use/do instead? Remember the Alien knows NOTHING so you have to go back to basics.•  Capture all these descriptives and apply to the brand essence.
  • 45. 45  Future6) Entertainer•  Have the group brainstorm the latest and greatest in entertainment.•  Prompt if necessary with latest trends in movies, TV shows, type of actor, humor, the music scene, movie theatres, entertainment complexes, theme parks, adventure, travel, books, style of writing etc.•  Apply these entertainment trends to the brand. In what way can the brand leverage, fuel or satisfy these cultural trends?•  Capture these thoughts & use as stimulus in creating the brand essence.
  • 46. 46  Future7) Politician•  Have the group brainstorm the latest hot topics in politics in this country and globally. What are the challenges and opportunities the governments of today are facing? What are the challenges and opportunities of the near future?•  Apply these thoughts to the brand. In what way can the brand leverage, fuel or satisfy these topical cultural themes?•  Capture these thoughts & use as stimulus in creating the brand essence.
  • 47. 47  Future8) Subculture borrowing•  Give each participant one or two subculture groups (ie. single moms, farmers, business professionals, teachers, babysitters, teenagers, fine artists, empty nesters journalists, lawyers, East coast fisherman, new immigrants, racecar drivers, new parents, avid golfers, aging population, virgins)•  Give participants a few minutes to think about/write down how the brand and its brand truth would appeal to or benefit that subculture.•  Capture all their thoughts and use in creating the brand future.
  • 48. 48  Future9) Borrowed Trends•  Brainstorm a bunch of related categories (ie. for cheese think milk, yogurt, other snacks, pizza, pizza toppings, sandwiches, other nutritious food, other high fat foods, other guilty pleasures, other cravings)•  Brainstorm the latest and greatest innovations in those categories with respect to their communication•  Relate those fresh ideas back to your category and capture those themes to apply to creating the brand bond.
  • 49. 49  Future10) Perspective Storming•  Assign a role to each participant (ie. CEO, a mom, a hippie, a military officer, a used car salesman, an elderly man, a professor, a surfer, a Buddhist monk, a GAP store window designer, a cancer patient in remission, an artist, an Olympic athlete).•  Playing their role what would they think about the category, how might they use it, how would they benefit, how would they describe it, what would they want from the category, what would they wish for in the category etc.•  Capture those thoughts and apply to the brand future.
  • 50. 50    Brainstorm what the category is all about today.  Repeat for what the category will/could be 5 years from now. 50 years from now. 100 years from now. What would be news that people in the future would say “I remember when X category was all about… and look at it now”  Give participants resources to create their visions - flip through magazines, newspapers, postcards etc.  Capture thoughts to apply to creating the brand essence
  • 51. 51    Split the participants into groups, give each trend a segment from this pie: ask them to write down as many long term trends as possible from each for ten minutes.  Present and brainstorm opportunities created for the brand Social trends/ Cultural Trends Demographic trends Major events Business/Economic Trends
  • 52. 52  Availability•  This course is available in: – Singapore, Hong Kong, Kuala Lumpur, Taipei, Jakarta, Bangkok
  • 53. THE BASICS TRAINING CREATIVE OF COURSES THINKING STRATEGIC THINKINGADVANCED CREATIVE UNCOVERINGSTRATEGIC BRIEF INSIGHT THINKING WRITINGCOMMUNICATION SELLING WICKED STRATEGY IDEAS WORKSHOPS
  • 54. Client Responses to Workshops Facilitated by Angela Koch •  “Angela is a natural, she has a unique ability to break down complex concepts and make them look so simple.” Jasmine Xu - Marketing Director, P  &G China •  “The workshop was a wonderful eye-opener to new paths for our brand.” Melissa Siew - General Manager, ZUJI Singapore •  “This workshop democratises innovation by making it accessible to all levels of marketers.” Ray Poletti - Marketing Manager, Tiger Beer •  “Angela has the skills and the tools to squeeze innovative ideas out of almost any team". Kim Walker - CEO, Silver Asia “Your workshop removed the blinkers from our eyes so we could see the possibilities for the future of the F&B industry in Singapore. Ricky Goh - Chairman F&B Committee, Spring Singapore
  • 55. Angela Koch has conducted Training with several Training Companies and Communications Agencies: Contact: Marie Jamieson, Group Strategy Director Contact: Abigail Prior-Levy, Director Business Development Contact: Kate Bristow, Strategic Planning Director LA Contact: Sam Selveraj, Director Business Development Contact: Kara Yang, Planning Director HK Contact: Fred Eng, Dentsu Singapore

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