Brainwave is a workshop technique for generating integrated marketing ideas for your brands.
It's so sophisticated it's simple. Better still, it's totally bullet-proof.
It works for any brand, and it works every time.
2. You need ideas.
Lots of ideas.
(You need help).
Markets are fragmenting
Media are fragmenting
Competition is tougher
Consumers get bored
Creativity is essential
You need a flow of ideas
So you need a reliable ‘tool’
4. it’s a simple, open,
collaborative process
that generates truly
integrated ideas
ideas that are
always ‘on brand’
ideas that are
always ‘on strategy’
How is
brainwave
different?
5. it works simply
it works for every brand
it works for everyone
it works every time
Will it work
for you?
7. “There’s nothing more terrifying than
a blank sheet of paper, when the clock
is ticking and you’ve got no idea
where to start ...”
Neil Godfrey,
Creative Director, Collett Dickenson Pearce.
8. Starting with a
blank sheet of paper
is the worst way to
generate ideas
New ideas don’t appear
out of the blue
11. Tasks:
What do we need to do?
What do we want people to do?
The elements
of ideas
Hot Spots:
What do they like to do?
Where can we connect with them?
Insights:
What do we know about them?
What do they want?
Equities:
What are we trying to build?
What have we got to work with?
16. Omo Sol in Latin America:
Market Leader:
Number one laundry detergent
Broad customer base
Launch a new variant
‘Sol’ is a new fragrance
(Like fresh clothes in sunshine)
17. Main Task:
Awareness & Trial
Hot Spots:
Being outside on a nice sunny day
Insights:
Limited outdoor media in target areas
Key Equities:
‘Sunshine / Blue skies!’
‘White shirts’
‘Play’
18. Flying Kites!
Create your own new outdoor medium
Giant kites that look like white shirts
High in the sky over the favelas
Every time it’s sunny
20. Genius is nothing more than common faculties refined
to a greater intensity. There are no astonishing ways of
doing astonishing things. All astonishing things are done
by ordinary materials.
“ “
Benjamin Haydon
21. geenius
For more information, or to discuss booking
your own brainwave workshop, please contact:
Ian Gee
mobile: +61 405 768 122
email: ianf.gee@gmail.com