The client

A company in the medical technology field wanted to find a name for a new product.

​

Challenges

• An internal group consisting of stakeholders from various functions, who had very little experience with creative brainstorming.

​​

Solution

• A fictitious advertising agency was created – Creative Ideas R Us – to set the mood.

• The idea was to stimulate as many of the senses as possible in order to release creative ideas.  Graphic recording and other techniques were employed, including:

• Word association

• Braindrawing

• Guided Imagery

• Music association

• Angel – Devil

• Team challenges (physical activity)

• Incubation

Over 850 different names choices were generated during the one-day session

 

Results

• The group decided on a short list of 8 names; one was recommended to and approved by the organization, and has since become the name of the new product.

​