A simple guide to help jump start the creative process

edwardboches
Jan 11, 2016 · 2 min read

For young creatives, it can be tough staring at the blank white screen or page. Here’s a helpful guide to start generating ideas.

Brand or product: What is it, what does it do?

Its truth: What is the single truest thing you can say about the product? Be honest.

Features: What distinguishes it, defines it, makes it special? (Example:

Benefits: What are the benefits of those features? (Example:

Benefit of the benefit: What does that enable or make possible for a user?

One word: If you had to convey your brand in what would it be? (Example: that say it.)

Purpose: Does this brand have a bigger or reason for being?

Beliefs: Does it (social,other) with its community?

Enemy: Does it have or take sides in a conflict?

Community/users: Is there that is a source of content and creative ideas?

User interests: What is happening right now — in the news, in entertainment, on the Internet, in real life — that the brand’s community is paying attention to or cares about? How can it be leveraged?

What stories can you tell: What are the — real or created for inspiration — that can be told? Consider history, product, users, ways of informing, entertaining, inspiring, educating, helping.

Media: Where do your users spend time? What platforms? How does that affect what you make?

Influencers: Who are the influencers? Can you Use them as a media channel?

Utility: What could you make FOR them? Digital

Also, a quick guide version of the above.

Thoughts and lessons for my students

Answers to questions I get from students along with some unsolicited advice.

    edwardboches

    Written by

    Creative Director, Writer, Professor of Advertising, Co-author new Hey Whipple, Advisor to Brands, Ad Agencies and The Next Generation. BU, Mullen and Beyond.

    Thoughts and lessons for my students

    Answers to questions I get from students along with some unsolicited advice.