Big IdeasMore Brainstorm Starters

Proposition

Why it’s important

Who needs itHow does it compare to competition

How it works

What if it’s too much What if it’s too little/too late

When/where is it important

DemonstrationRealistic demo “Kitchen” demo

AnalogyHow competitionfeels about it

Mindset

Effect on others around them

Axe makes youirresistible to women

Guys need sex

Young single guysHotter than Ben Affleck

Pheromones

Guy gets in troublewith girlfriend

40-year old virgin

Parties/Office/Street

DemonstrationInstant pickup

at supermarket Refrigerator magnets

Animal PlanetBen loses it; settles down

Sex fantasies

Girls go wild

What if my product appealed to

one gender/age group?

How do people feel aboutthe product?

How did the problem

develop?

How do people feel about

the problem?

How does your product

work?

How does your product

work?

Can you demonstrate your product?

Can you demonstrate your product?

How good is your

product?

How good is your

product?

How good is your

product?

How does the product compare with others?

What if my product were

alive?

What if my product were in an

unrelated category?

What if my product were a

status symbol?

What’s your product’s

history?

Can your product hitch a ride on

today’s headlines?

What’s your target’s

attitude towards life?

What’s your target’s

attitude towards life?

Brainstorm Exercise

Using a hypothetical case

Sagip Sopas

• CLIENT: 1521, a small Philippine-fusion restaurant

• PRODUCT: A volunteer soup kitchen for the victims of Ondoy

Sagip Sopas

• Target: Metro Manila residents who want to help the typhoon victims but feel they don’t have the resources or the time to make a meaningful contribution

Sagip Sopas

• Proposition:

• Volunteering once a week at Sagip Sopas is a way to make a difference.

Sagip Sopas

• Reason to Believe

• Every Saturday night, after 1521 closes, the kitchen is turned over to Sagip Sopas

• Sagip Sopas serves 5,000 bowls every Sunday in different communities

• Proceeds of one standard meal in 1521 pays for two bowls of macaroni soup in Sagip Sopas

• Sagip Sopas relies solely on proceeds, donations, and volunteers

Sagip Sopas

• Brand Personality

• Pinoy, Supportive, Friendly, Hopeful, Dedicated

Requirement

• Brainstorm in groups. Use your current groupings.

• Write your ideas as phrases (one sentence max).

• Email me your ideas (as many as possible) by Thursday.

• Present them in class next Friday.