AMADC: How does collaborative ideation differ from traditional brainstorming?
Hansen: The difference between collaborative ideation and regular brainstorming is co-creation. Collaborative ideation is taking an idea and building it out into an actionable product, service, brand or campaign. Brainstorming is just coming up with new ideas whereas collaborative ideation is about taking those ideas to market.
AMADC: How does collaborative ideation differ from traditional brainstorming?
Hansen: The difference between collaborative ideation and regular brainstorming is co-creation. Collaborative ideation is taking an idea and building it out into an actionable product, service, brand or campaign. Brainstorming is just coming up with new ideas whereas collaborative ideation is about taking those ideas to market.
AMADC: What steps can managers take to create momentum and bring a new idea to life?
Hansen: What we find is that it’s very easy for companies and organizations to develop ideas or concepts but because of bureaucracy, politics, pre-existing processes and systems, a lot of times those ideas, concepts or campaigns fall flat. If an initiative doesn’t have fluid momentum, it loses energy and ultimately the impact that we need in our modern day market of immediacy. Nowadays it shouldn’t take six months to a year to implement an idea, concept or a campaign, we believe with the resources readily available you can take ideas to market in a matter of days with the right approach. New products, technologies and campaigns are coming to market much quicker, and their speed and momentum is directly connected to their success. If you take too long it doesn’t work, or someone else beats you to it.
AMADC: What advice do you have for marketing professionals looking to gain collective buy-in for a new project or creative idea?
Hansen: I think we touched on this in the How-To workshop, which is making sure that you have the appropriate stakeholders and team identified. Ensuring that you have leadership as part of the ideation process, as well as tactical staff, is necessary for ownership and execution. It’s not enough for someone to delegate tactics. It’s about teams joining forces to bring something awesome to market together.
AMADC: In your opinion, which company or companies locally and nationally do a great job of telling their brand story?
Hansen: We love the law firm in D.C. called Tandem, which takes a very different approach to what you expect from a typical law firm. We believe in the two years that they’ve been in existence they’ve done a great job telling their story in a unique and very authentic way to stand out in a very competitive market.
The healthcare industry is shifting drastically. Another great example is CVS. The company wanted to re-position themselves in the market. They took a huge hit when they took tobacco out of their stores to better align with their purpose to advance health and wellness. Even though they’re losing a huge amount of money in the short-term, long-term they’re building a stronger brand and a stronger story about their commitment to people and family.
AMADC: Does the heavy government and non-profit focus in the Washington, D.C. metro area provide any unique challenges for brands and marketers compared to other parts of the country?
Hansen: I think D.C. is unique in that it is the home of the federal government, non-profits and a large number of trade associations. But, I think D.C. is evolving rapidly. Our tech industry is growing. Some have even referred to our area as a new version of Silicon Valley. What also makes D.C. unique is that it has access to a lot of the decision makers around policy that can help propel startups – look at the work of 1776. I think D.C. is more than just about government and non-profits. I think we’re becoming a home to everything from boutique fashion businesses to great foodie spots to micro-breweries and beyond. I think it’s unique in that it has the foundation of the government and the non-profits that help us have a more stable economy so those new companies and brands can thrive. The government gives us a foundation for a strong economy that can funnel resources, buyers and support into a lot of different areas.
Written by: Winstonn Tubbs
Interviewing: Erik Hansen, Chief Brand Officer, Mekanic