HOW DO YOU GET AN INJECTION OF STRETCHING BUT FEASIBLE IDEAS FROM OUTSIDE THE BUSINESS?
NEED TO BE CONVINCED THAT REAL CONSUMERS CAN DO THIS FOR YOU?
Consumer idea generations
What’s the single most important element of brand innovation? It’s that it resonates with your consumers.
Unfortunately, there can be a tendency for brand ideas to be generated by the world’s best ideating elite… the so-called ‘one-percenters’. These are highly creative individuals, for sure. But they’re also people that are disconnected from the vast majority of the population. The upshot is, their ideas tend to struggle when tested further with your consumers.
On top of this, ideas are often left unconstrained by business reality. So brands can end up with a raft of clever concepts… that will simply never work in the real world.
To overcome these issues, we have developed tools based on two key principles. Firstly, everyone can be creative if given the right stimulus. Secondly, humans are more creative when they are given tight parameters. Or, in other words, when they have a problem to solve and have to develop workarounds, rather than a blank sheet to fill.
Our client Ignite workshops let clients explore and set the parameters of play. Then we design specific branded Protogaming tools to enable your average brand consumer to build highly engaging – yet viable – brand ideas. Both fast and efficiently.
"The Strategy Distillery approach is a fresh and different way of conducting co-creation research which has really worked for us. Their debriefs are focused at delivering clear recommendations; they do not simply leave us with a set of un-actionable facts"