Five tools to help break out of the creative box: How brewers, sports retailers and others are doing it


Scott Esmond, Dir. of Business Development - Denver, Red Door Interactive

When it comes to brainstorming your next creative marketing strategy, companies use a variety of tactics to uncover their next big idea. While it might happen during a brainstorming session or over happy hour, successful brands know how to inspire new ideas and continually drive their business.

During a recent Red Door Interactive Speaker Series, well-known brands shared their insight on exercises and tools they implement in an effort to get the creative juices flowing. Here are five tips to help you inspire your company's next creative solution.

1) Incorporate tools: For Red Door's Executive Creative Director, Lisa Schiavello, an old-school favorite tool is the Creative Whack Pack. Each of the 64 cards in the box offer strategies and techniques to provoke and inspire new thinking, and coincide well with Red Door's core values. In addition, Candyce Johnson, Vice President of Merchandising and Marketing at Eagle Creek Travel Gear, says their company uses Watizit, a fun and free idea generating exercise. Whether you're devising ideas for an upcoming project or trying to solve a problem, this game helps individuals think outside the box.

2) Immerse yourself in the brand: When companies are attempting to create new concepts or expand on an idea that's already in place, one of the best ways to accomplish this is to immerse yourself in the brand. When it's time to get the creative juices flowing, Stone Brewing Company does just that. "It doesn't hurt the creative process when you have an award-winning beer garden attached to your office," says Mike Palmer, Creative Director, Stone Brewing Company. The company incorporates their products while brainstorming in hopes it might help spark some ideas. How else do you think they came up with the name Arrogant Bastard Ale?

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