Brainstorming

Brainstorming (literally a 'storm of brains') is a group creative technique used to generate a large number of ideas and find solutions to a specific problem. It is a method based on the free association of thoughts and collaborative discussion.

What It's For / Why It's Important

This technique, originally developed in advertising, is used to unlock team creativity and produce innovative solutions, overcoming traditional mental patterns. The fundamental principle is to separate the phase of idea generation from that of evaluation.

The key rules of brainstorming (the Osborn method) are:

1. No criticism: Any idea is welcome, and no proposal can be criticised or judged during the session.

2. Quantity over quality: The goal is to generate the highest number of ideas possible.

3. 'Wild' ideas welcome: Encourage extravagant and 'out of the box' thinking.

4. Combine and improve: Participants are encouraged to build upon the ideas of others, combining or enhancing them.

When It Is Used / In What Context Is It Useful

Brainstorming is a daily practice in creative, marketing, and design agencies. It is used for any creative challenge, such as:

• Finding a name for a new product (naming or namestorming activity).

• Conceiving a concept for an advertising campaign.

• Defining a slogan or a payoff.

• Finding topics for an editorial plan.

• Solving a strategic or design problem.

Practical Example

A creative team (Art Director, Copywriter, Social Media Manager) meets in a room with a whiteboard. A moderator (or facilitator) explains the brief: "We need to launch a new organic fruit juice." For 30 minutes, everyone suggests ideas out loud (slogans, visuals, concepts for videos) without filtering, and the facilitator notes them all down. Only in a second meeting, the following day, will the ideas be analysed, filtered, and evaluated.