Generating genuinely good ideas is an incredibly hard thing to do as any viewer of Dragons Den, the popular BBC programme will testify. Fortunately for us ideas types John Grant has posted some of his techniques taken from his new book, The Brand Innovation Manifesto. “My starting point would be simple. Take a sobering look […]

Generating genuinely good ideas is an incredibly hard thing to do as any viewer of Dragons Den, the popular BBC programme will testify.

Fortunately for us ideas types John Grant has posted some of his techniques taken from his new book, The Brand Innovation Manifesto.

“My starting point would be simple. Take a sobering look at your own category to remind yourself how predictable your industry is. And then research ideas from some different categories. What if banks were marketed like fashion brands, internet retailers or even travel operators…? I have trodden this path many times in workshops and while some suggestions do not work, you do get a stream of quite novel ideas and I have yet to fail to find a few gems.”

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