Brainstorming, or idea generation, is a collaborative technique used to generate ideas, solve problems, or improve processes. Its goal is to encourage creativity and explore multiple perspectives. It’s typically carried out in teams, although you can also work on it individually. Below, we explain what brainstorming is, its purpose, and how to apply it with practical examples that can help you optimize the management of your brand or business.
What Is Brainstorming and What Is It For?
Brainstorming is a technique introduced in 1948 by Alex Osborn, an American advertising executive, as part of his book Your Creative Power. His idea was to bring together a group of people to propose ideas without restrictions or judgment, fostering a free flow of creativity among everyone.
Over time, this social experiment proved successful and began to be implemented, particularly in the workplace. More specifically, in creative environments such as advertising or artistic industries.
However, today, it is a methodology that also adapts to an individual approach. In fact, this is known as personal brainstorming, applicable in situations where teamwork isn’t feasible.
What Is Brainstorming Used For?
The positive effects of this advertising technique have already been proven. This is why brainstorming is still used daily in many businesses. Among its most recognized uses are:
Generating creative ideas: Brainstorming is applied in marketing campaigns, product design, or diverse business strategies, among others.
Solving problems: It’s also a technique that finds innovative solutions to very specific challenges.
Fostering collaboration: Since it is often carried out in groups, it strengthens communication and the exchange of perspectives within teams.
Optimizing processes: In marketing and business management, brainstorming can also identify improvements in project or task management.
For example, in an email marketing setting, a brainstorming session can help you create original content that boosts your open and conversion rates.
Types of Brainstorming
It’s also important to know that there are different types of brainstorming or idea generation methods, adapted to various needs:
Classic or group brainstorming: A team shares ideas while a moderator organizes the proposals. This is very practical and common for collaborative projects.
Individual or personal brainstorming: Done individually, writing down all possible ideas. This approach is useful for those working independently.
Reverse brainstorming: Instead of seeking solutions, this type of brainstorming identifies problems or potential barriers. It encourages critical thinking and risk anticipation.
Technical or structured brainstorming: This model uses tools like mind maps, diagrams, or methods like SCAMPER to analyze and modify existing ideas.
In this sense, reverse brainstorming is highly effective in business strategies, as it allows obstacles to be identified before implementing significant changes.
Practical and Real-Life Examples of Brainstorming Applications
Brainstorming has many practical applications in marketing and business. Below are three real-life examples of brainstorming used by top-level companies and brands:
Lego’s case: The Danish company used brainstorming sessions to revitalize its brand and develop new product lines like Lego Architecture. This collaborative approach brought fresh ideas and helped connect with a broader audience.
Coca-Cola and impactful advertising campaigns: The brand has used brainstorming to develop memorable slogans and campaigns, such as “Open Happiness.” These exercises emotionally connected them with global audiences, according to studies on their advertising strategy.
Airbnb and creative brainstorming examples: Airbnb employed reverse brainstorming to identify friction points in the user experience, leading to significant improvements on its platform.
According to a study by IDEO, teams that use brainstorming sessions generate 30% more viable ideas compared to unorganized methods. Clearly, brainstorming is a versatile tool that, when applied correctly, can transform the management of any strategy. If you want to implement this technique in your digital marketing and email marketing efforts, try Easymailing for free and improve your campaigns with emails starting today.