Step 4: Two Ideation Sessions*

Primary Purpose:

Idea creation for improvement of Brand Architecture.

Objective:

Develop ideas, concepts, new products and strategies to improve on strategies and tactics currently in place.

Process:

Four meetings.

1. Client orientation meeting prior to ideation.
2. First Ideation Session:
• Develop rough ideas to explore.
• Primarily client-driven with facilitation by consultant.
• Looking for 40-50 big ideas/concepts/new products.
3. Second Ideation Session:
• Same as first session, but with a new client group and more consultant involvement.
4. Consultant reviews and summarizes ideas with client to narrow down to top 20 ideas.
5. Click here for summary flowchart (pdf)

*Ideation groups typically consist of 8-10 participants. Bright, large rooms are best for group comfort and creative thinking. A whiteboard, flipchart, or blank space for Post-it notes is required to capture ideas. Designated support people should be available to post the ideas as they come up.

Deliverable:

20 ideas/concepts from the two sessions.

Next Step:

Develop Rough Brand Concepts

Estimated Working Days: 6