This chapter emphasizes the importance of coordination and collaboration in the creative process for IBP campaigns. Break into small groups to conduct the following creative brainstorming exercises. When you are done, present your ideas to the class and explain how the "Eight Rules for Brilliant Brainstorming"listed in Exhibit 9.17 helped your team's collaborative effort. How did your ideas, in number and in substance, compare to others in the class?
• Spend 10 minutes brainstorming each of these topics:
• How many uses can you identify for baking soda?
• Put a ballpoint pen, a baseball cap, and a belt on a desk. How many alternative uses can you identify for those objects?
• What words do you associate with the following well-known brands? Taco Bell, Pampers, and John Deere.