Idea is a capability to combine some common things in a non-standard manner. Idea is a new combination of thoughts. Idea is a thing which is vital for successful brand.
For us, creativity is not only a kind of insight, but also the tool which we use in our work as well as technologies we strive to manage virtuously. Effective managed creativity is achieved due to the co-ordination of different thinking styles due to balance of creativity cycle phases in a creative team. Advertising creativity is connected with a number of limits. They include numerous marketing frames: geographical limits, pricing segment, buying place, consumer apperception of a product, etc. They also include technical limits, for instance, impossibility to implement an idea on a certain material, printing difficulties, etc. However, all the range of limits does not exclude the basic function of marketing creativity which lies in extending apperception space, increasing flexibility and extending apprehension.
We use different techniques while generating new advertising and marketing ideas in the process of creativity:
- Walt Disney Strategy
- Phonosemantic analysis methodology VAAL
- Inventive Tasks Solution Theory
- Right-brain method
Classical variant of brainstorming is a free unlimited pronouncing of ideas, including the most inconceivable ones. Brainstorming is held in groups of 5-8 participants. For 30 minutes all pronounced ideas are written down or recorded with a voice recorder, and only after time has gone they are discussed and critically estimated. Brainstorming system may vary depending on its goals. Classical brainstorming is the best choice for creating idea or concept. More specific tasks, for instance, name development, consider filling brain storm with special creative techniques, which help to see an object of a discussion in a non-traditional light, and, what is more important, increase the possibility of getting interesting solution.
Walt Disney Strategy
According to Walt Disney’s model, creativity is a combination and co-ordination of three processes which are called “Dreamer”, “Realist”, and “Critic”.
- “Dreamer” is necessary in a creative process for generating new ideas and purposes. “Dreamer” sees the whole picture of the future creation.
- “Realist” is necessary as a transformer of ideas into concise form. He is able to divide the “Dreamer’s” integral picture into successive elements.
- “Critic” acts as a “filter” as well as a motivator for perfection. He must be distanced from “Dreamer” and “Realist” in order to catch the whole situation.
Each of these strategies is a stand-alone thinking strategy. They are rather conflicting strategies than supporting ones. “Dreamer” is not able to express the idea in a precise form without “Realist”. “Critic” and “Dreamer” can hardly be united, and “Dreamer” and “Realist” are able to create, but it is hard for them to achieve excellent result without “Critic”.
“Dreamer”, “Realist” and “Critic” are:
- Trends inside each person.
- Phases of creative cycle.
Some people are good dreamers, others are realists or critics. One can either specialize at one of these roles, or develop a weak component.
“Dreamer” phase in a creative cycle is purposed at extension of apprehension process, “realist” phase is aimed at determination of action, and “critic” phase is intended to define expenses and obstacles.
For instance, while creating a package design, “Dreamer” leads first, which may be either the part of designer’s personality, or strong creative person which acts as a “Dreamer” in a team. After this, “Realist” starts acting with the use of technical knowledge about implementation: in what way must a package be made, what material should be used, what are the probable production difficulties.
“Critic” is able to identify marketing limits, for instance, when design is too expensive for low-price product, and other apprehension mistakes missed by “dreamer” and “realist”.
Creative process phases may be motivated in various ways. One of Walt Disney’s methods provided special rooms for “Dreamer”, “Realist” and “Critic”. “Dreamer’s” room was decorated with pictures and citations, and there was a chaos and mottling. “Realist’s” room contained all necessary tools for implementation of ideas, and “Critic” was placed into a small room where drawings and cartoons were estimated.
We use the methodology of “Dreamer”, “Realist” and “Critic” during brainstorming, and concentrate our efforts on creative process phases.
Phonosemantic analysis methodology VAAL
The methodology is widely used for names development. It helps to find out the unconscious influence of a word which is an important criterion for customers when they select a product. This influence doesn’t depend on word’s meaning traditionally. Associations between certain phones and their meanings are quite stable, so that the connection between word’s phonetics and expectations is easy to identify.
For instance, psychosemantic estimation of trademarks names found out that the name “Biola” provides positive associations with something funny, vivid, light and sweet, and the name “Master Fruit” is perceived negatively and associated with something rough, big and brave. To estimate brand names, we use a number of criteria. Conceptual criterion is a primary one. It analyzes lexical meaning, associative array, and phonation and conception peculiarities of the given word. However, psycholinguistic criterion is also very important as ignorance of it slits opportunities for name selection.
Tony Buzan’s Right-Brain Method
«Do you want to think creatively and remember information easily? Paint!» - right-brain method, developed by British psychologist Tony Buzan, states. This methodology is intended to activate memorization and creation processes and organize thinking process correctly as well.
Tony Buzan’s methodology is sometimes referred to as “super-thinking” or “super-intellect”. It offers a set of practices to increase brain processes effectiveness, as it is well-known that we use only 7% of brain’s potential. Tony Buzan offers to solve the problem with the help of so-called “mindmaps”, and the original name of the methodology is “mindmapping”.
According to Tony Buzan’s technique, mind processes effectiveness can be increased by involving right-brain and stretching logical information perception with vivid images and associations. Tony Buzan offered to deliver linear notation over to radial one.
Tony Buzan introduced mind maps that are the visual depictions of the problem which must be solved or the subject which must be remembered. According to Tony Buzan, mind maps must be painted on a standard page or something larger one, depending on the amount of information. The core of the investigated problem must be placed at the center of the map. “Branches” in the forms of coloured lines, which are various aspects of this problem, channel off it. Each branch hosts 3 or 4 words associated with each aspect which are interconnected with coloured lines as well.
This process results in “mind map” which is the visual depiction of person’s own vision of the subject or problem. The mind maps show all the main aspects of problem, problem’s comprehension gaps, associational ties, and what is more important, it depicts not the result, but the process of thinking.
Tony Buzan technique may be applied in various processes which involve information processing. Tony Buzan’s mind maps may be used for:
- Planning and strategy development
- Making notes
- Drawing out a report
- Systematizing received information
- New ideas creation
However, these items naturally don’t limit the field of application of Tony Buzan’s technique.
Tony Buzan provides a number of strict rules, which must be followed in order to make the “super intellect” work for you, in his books.
- Mind maps must be nice. If you like your own map, then it is successful.
- Mind maps must be individual. Each person has their unique thinking process. Thus, a map which depicts this process must be unique for each person.
- You should use as many colours as possible. The more vivid your mind map is, the more effective it is. It is very important to avoid fusion and mess in your mind map.
- Words must be written in accurate hand-printed characters. Mind map is created not for deciphering self-written abracadabra, but for sizing up the full and clear system of a problem at a glance.
- Words must be written separately. If they are stuck together, there is a risk to loose a lot of associations, connected with each of the words, and non-standard solutions together with them.
- It is strongly recommended to use illustrations – the more the better. Drawing involves the right-brain which is the basis of Tony Buzan’s technique.
- You shouldn’t try to draw a typical scheme. Mind map must consist of flexible seamless branches. Words must be written right on the branches, and not be included into oval or square frames as typical schemes do. We draw a map, and this is quite another matter.
- It would be better if you use the space of mind map efficiently. You should allocate all words and branches evenly, not sticking them together and not living gaps.
- Tony Buzan recommends drawing the mind maps horizontally. According to the creator of right-brain technique, this makes mind maps more readable.
The advantage of Tony Buzan’s technique lies in comprehensive depiction of all sides of thinking process. They include reconstruction of existing information in remembering and reminding processes, and creation of new images and associations in creative process. That is why the application fields for this technique are huge. In advertising mindmapping is used mainly for generating new ideas and activating creative process.