David Milliken's Brand Marketing Blog

Today There Are No Wrong Answers. Welcome to an Innovations Brainstorm

Posted in Innovations by dlmilli on January 13, 2010

Innovate or die” goes the famous saying. Since innovating suddenly sounds like a great idea, I recently led an afternoon of innovations brainstorming.

As we know from our packaging project, walking down the wine aisle is like swimming in a sea of sameness. The goal of today’s session was to identify concepts that would help us increase our appeal to consumer or retailer stakeholders.

The game plan:

  • Assemble diverse participants. One person each from the tasting room, wine making, event planning, production planning, and marketing. Members represented three countries of origin, both genders, and a wide age range.
  • Review benefits our target audiences would desire, for example, integrating more senses into the wine experience or reducing retailer waste.
  • As stimulation we had on hand about 100 grocery items that reflected those benefit areas. Who knew that cookies tasted better in 100 calorie bags?
  • We spent 40 minutes each ideating around each of the three pillars in our brand positioning.
  • Every idea was a good idea today (like a therapy session). Cost and feasibility do not matter until tomorrow.
  • Ideas could be small improvement (we should use soy ink) or game changers (let’s make a bottle that sings).

We identified hundreds of concepts. Our immediate next step is to determine the most interesting dozen ideas to develop further, building in cost and timing estimates, to present to winery management. After that, well, let’s not get ahead of ourselves.