Content Brainstorming And Collaboration
Advertising is a collaborative process. From account executives to designers, to copywriters and production teams, everyone must do their part to create a truly exceptional ad. As is human nature however, we often butt heads over whose ideas are superior, and the triumph of dear-to-our-heart personal suggestions often become more important than the quality of the final result.
An efficient team, however, has strategies in place to overcome such a problem, and a new article from Business 2 Community is offering some helpful suggestions for how to make brainstorming more about the storm, and less about the individual brains. Many of these tactics have been employed since the invention of the printing press (waddup Gutenberg), and today on The Thread, we’re going to highlight which ones we at Pulp&Fiber find work best, in an effort to make your next meeting more productive than Peter Griffin on Red Bull.
Alright, we don’t want to get all Tony Robbins on you, but one of the article’s first suggestions is to replace the word “No” with the phrase “Yes, and…” and this really can be helpful. In other words, don’t deny people’s ideas; improve them. When you’re working on a slogan for peanuts, and Gil suggests “EAT PEANUTS!” don’t say “kill me now,” or “Go home, Gil.”
Instead, say “Yes, but why eat peanuts?”
The article also places a strong emphasis on word association, and breaks down the process based on a handy A, B, and C relationship. For example, if you’re brainstorming ideas for a new campaign for a fast food restaurant, your starting word might be “fast.” Your A words might then be “quick,” “easy,” and “convenient.” You then branch out to B words, which could include terms such as “tasty,” “good value,” and “service.” Lastly, your big-idea words are C words, which could feature words like “lifestyle, family, and diabeetus.”
Then, go back and pick your strongest word or idea from each category. Before you know it, you’re left with one snazzy fast-food campaign campaign for a convenient, great-value restaurant that fits perfectly with your diabetic lifestyle. Wait, I think we may might have screwed up somewhere.
In all seriousness, though, the article offers sensible ideas that may go towards creating a stronger, more efficient team, and may add some much needed communication to those brainstorms that barely qualify as a drizzle.
For more great tips check out the full article on the Business 2 Community blog.