Creative thinking & brand names. Lecture Hogeschool Rotterdam

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Information about Creative thinking & brand names. Lecture Hogeschool Rotterdam
Marketing

Published on March 4, 2014

Author: vandewerk

Source: slideshare.net

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Creative thinking & creating brand names. Lecture / presentation for 90 students of the Hogeschool Rotterdam, Communicatie, Media en Informatietechnologie (Rotterdam University of Appied Science, Communications, Media and Information Technology).

CREATIVE THInKING BASTIAAN  VAN  DE  WERK   LECTURE  HOGE  SCHOOL  ROTTERDAM  

WHY INNOVATE?

WHAT EXACTLY IS INNOVATION?

INNOVATION? NEW MEANINGFUL

INNOVATION? great innovators Joseph Jaffe 2010

HOW TO BE CREATIVE?

LEARN TO THINK INSIDE THE BOX, YOUR BOX KNOW YOUR BOX

YOUR INNOVATION BOX (personal  value)   what  am  I  deeply   passionate  about?   (compe77ve  value)         what  can  I  be   the  best           in  the  world  at?             €   (customer  value)   what  drives  my   economic  engine?  

“Betaalbare,     goed  ontworpen  meubels,   van  goede  kwaliteit,  voor  jonge   gezinnen  met  kinderen.”  

SOME RESULTS NPS SCORES 58%   Xpert   Clinic   35%   specialist   25,5%   15%   academisch   2%   privé   topklinisch   algemeen   -­‐11,5%   -­‐4,5%   ZBC  

CONsTRAIN YOUR BOX

SHAKE YOUR BOX

HOW TO BE MORE CREATIVE?

Het proces problems diverge CPS model! Parnes, 1992! ideas order facts solutions converge acceptence

Building Even Better Ideas Combine it with! something else! Modify or! Magnify it! Eliminate! something! Scamper Adapt! Reverse or! Substitute! Rearrange it! something! something! Put to some! to it! other use! Isaksen & Traffinger 1985!

“What if we combine the headphones with the tape player and eliminate the recorder function altogether?” Masura Ibuka

“What if we substitute toddler for housewife, and adapt the bright colours from toys? Joe mcVicker

brand?! adapt! paper bags! expansion?! combined! ownership! quality?! storage of fries! lethargy?! new partners! menu?! big mag &! new items! income? rental! + licence! stacking? eliminate supplier! differentiate?! rearrange architecture!

SpeelTip Michael Michalko 1994!

A L U o Isaksen & Traffinger 1985! ADVANTAGES identify strong points and 
 positive aspects of an idea." LIMITATIONS identify concerns and" weak points of an idea" UNIQUE QUALITIES OVERCOME what needs
 to be preserved?" LIMITATIONS 1. rank limitations" 2. in what ways...? how to…?"

6 Thinking Hats facts & logic positivity & optimism new ideas the big picture Edward ! de Bono 1985! caution feelings & intuition

W W W W 1.  Who are the most important players? 2.  What’s their role or stake? 3.  What action should be taken? 4.  Who will do this (and when)?

NAmen Bedenken

Alles voor elkaar

Parkeergarage

Abri

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NAME HURRICANE

PRODUCTPROPOSITIES,  CAPABILITIES,   FEITEN,  FUNCTIONEEL   RATIONEEL   achter  de   voordeur   no  nonsense   aanpakken   prak7sch  /   voordoen   thuis   eigen  regie   stevig  als  het   nodig  is   structuur  in  het   leven   betrouwbaar   professionaliteit   stevig  ingrijpen   voorkomen   van  erger   resultaat   intensieve   thuiszorg   NAAM:   helder   BESCHRIJVEND,   SAMENSTELLING,   ACRONIEM,  ASPIRATIE,   RANDOM,  MAGIC   SPELLING,  FANTASTIE  OF   WILLEKEURIG   vertrouwen   benaderbaar   'maatje'   toegankelijk   posi7ef   gezinscoach   CONTEXT   EMOTIONEEL   STRATEGIE,  CONCURENTIE,   AMBITIES,  HISTORIE   1  organisa7e   Kwadraad   Fundis   eigen  kracht   niet  bij  pakken   neerzi?en   kijken  naar  de   toekomst   (KERN-­‐)WAARDEN,   EMOTIE,  KARAKTER   veilig   de  mouwen   opstropen  

DE NAME HURRICANE

vragen? ideeën? contact? k.nl   os-­‐vandewer Bas7aan@ro   06-­‐24283528

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