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Brainstorming Reinvented

Brainstorming Reinvented
A Corporate Communications Guide to Ideation

First Edition
  • Linda Conway Correll - Department of Advertising, College of Journalism and Communications, University of Florida, and Senior Visiting Faculty, Mudra Institute of Communications

October 2004 | 230 pages | SAGE Response
Linda Correll offers a radical new way to speed up the creative process through the technique of `creative aerobics'. This concept uses four mental exercises that develop elasticity between the left and the right brain - the analytical and creative sides - allowing them access to solutions outside their present problem-solving techniques.

Key features of this technique are: it is process driven and participative; it increases productivity of ideas, without anxiety; and it is rooted in what participants do on a regular basis.

It will be a useful book for all those who wish to explore creativity within themselves.

What Is Brainstorming, Anyway?
Creative Aerobics
The Corporate/Agency Tool Kit

Creative Aerobic One: The Facto Factor
Creative Aerobic Two: Naming Names
Creative Aerobic Three: How Differences Attract
Creative Aerobic Four: Heightening Product Visibility by Raising/Razing Your Sights/Sites
More Four/For/Fore
Watch Your Language
An Abstract Look at Words

Putting Your New Tools to Work
Applying Creative Aerobics to Internal Communications
Applying Creative Aerobics to External Communications
Creative Aerobics and Print Advertising
Getting in Touch with Your Customers
Creative Aerobics and Strategy
Using the CWP to Write Ads
The Positioning Line
A Slogan by Any Other Name

Creative Aerobics and Radio Advertising
Creative Aerobics and Television Advertising
Creative Thinking from Advertising's Best Writers

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