You are here

BEST PRACTICE: Brainstorming

 The concept of brainstorming has existed since the 40s when the term was coined by ad executive Alex Osborn. Since then it has evolved into a useful tool for generating ideas and it works on the basis that quantity and not quality – at least at this early stage – reigns supreme.

The ability to generate new ideas is vital for firms competing in a global market where emerging economies are becoming a threat – not just to low value-added, labour intensive industries – but also to high-technology, high-skilled sectors. To maintain a competitive edge, it is vital for a business to produce innovative, high-quality, value-added products and services.

All elements of the marketing mix require creativity yet it is all too easy to let the concerns of your everyday working life take over and for that brainstorming session to get pushed off the agenda. So whether you work in an agency or in-house the need for generating ideas is vital and, contrary to popular belief, is a skill which can be honed.


Brainstorming is a lateral form of creative thinking which employs free association to allow a group of people to spark ideas off one another. It helps to generate a large amount of ideas in a short amount of time and is given its force through the effect of having many people involved. It can generate plenty of original ideas and concepts, engaging people on all levels and allowing them to feel their opinion is valued.