Ricardo Yeppez
June 19, 2017
HDCS 4386
Assignment 3
3. 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?
• 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.
Spend 10 minutes brainstorming each of these topics:
Answer: This creativity exercise will both stretch students’ individual capacity for creative thinking,
but it also will underscore the chapter’s lessons about the importance (and even pitfalls) of teamwork
in the creative process. In sharing their ideas with other teams, students should pay attention to team
outcomes both in terms of quantity and quality. A team might come up with 100 uses for baking soda;
but are theirs as creative or compelling as a team that compiled half as many? The brand
identification exercise should get students thinking about the importance of having a unified single
message and clear understanding of a product when developing IBP strategies.