Brainstorming Technique - Free Association
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Being a creative is no easy task. It is difficult and requires a high level of conceptual thinking. Many times being asked to be a creative all the time makes things worse, ideas do not come out as quickly and effectively. That is why it is important to know many different types of brainstorming techniques.
One of those techniques that I like to use often is free association. Take your current problem at hand and try to see what else it can be associated with. As always to understand this technique let use a scenario. ACME insurance is looking to increase their brand equity and boost top of mind awareness. They are in need for a new advertising campaign that will help them set their selves apart from any other company out there. Insurance companies are difficult to take on. However, when the right technique is used the problems solution begins to unfold piece by piece.
To begin this technique it is about letting our mind flow in any direction imaginable. Remember true creativity is simplicity, it makes something easy, it gets the message across quickly and effectively. ACME Insurance, hmmmmmm? Insurance does what, well it keeps someone safe from liabilities in the event of an accident. It allows claims to be adjusted and best of all they take care of you depending on what package was purchased. So how do we show that?
Well the question is easy. How can the positive aspect of this company be shown without words? That is all we need to think about that statement right there. Now its hard, very hard. Ideas will be difficult to find, but free associate thoughts just on that question. Do not stray away from that question and keep asking yourself that question.
Free Association
Well for starters we can show a lady on a sidewalk with her head down, in tears, pain, and behind her is a rolled over car. Ok that is a start, but lets improve that. “How can the positive aspects of this company be shown without words?” Here is another thought, what if the image dealt this tire marks on the road only, nothing else. This can somehow hint the idea of a crash, but all that remains is the tire marks. Ok we are getting better, but not there yet. Well how about this, the scene is taken away from real size automobiles and is juxtaposed with maybe toy cars. Somehow this can convey a deeper meaning of as kids we always played with our cars, it is not different now…Just let your imagination run wild, and if I could solve this problem in the one hour It took me to write this post, believe me I would give you a solution. Happy association.
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September 9th, 2007 at 8:28 am
hey mitesh great post. I never really knew that questions solve creativity. I love all your post.