BREVITY
Recycle
An efficient way to approach briefing by taking inspiration from other products/services.
Active Time
30 - 60 minutes
Preparation Time
15 - 30 minutes
Objective
Agree on priorities
Collective ideation
How?
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Prior to briefing, break the business challenges and opportunities into several individual parts.
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Individually, think of how other brands have solved each of the challenges and/or capitalized on the opportunities. Share your findings with the group.
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In the group, identify which of the other brand examples can be of inspiration to the current project.
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Combining individual and group work, start ideating by taking into consideration the relevant examples identified on the previous step.
Example?
We tend to think about new, groundbreaking ideas but oftentimes recycling ideas provide efficiency and at the same time, opens up new associations
Why?
Encourage the team to go beyond the obvious brands. Taking inspiration from similar brands can lead to imitation, so if you work on a shampoo brand, think of how the airlines or tire manufacturer communicates.
Facilitator's
role
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Business' challenges and opportunities
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Initial ideas