What are some successful examples of Creative Strategies that use lateral thinking to differentiate a brand?

1 Challenge assumptions

One of the ways to apply lateral thinking to Creative Strategy is to challenge the existing assumptions and norms in the industry or category that the brand operates in. By questioning the status quo, a brand can identify new opportunities, gaps, and needs that are not being met by the current offerings. For example, a brand that sells toothpaste could challenge the assumption that toothpaste has to be minty, and create a range of flavors that appeal to different preferences and moods. This could help the brand attract customers who are bored of the same taste, or who want to experiment with something different.

2 Use analogies

Another way to use lateral thinking to Creative Strategy is to use analogies or metaphors to create unexpected and surprising connections between the brand and something else. By using analogies, a brand can communicate its benefits, features, or values in a more creative and engaging way, and also trigger associations and emotions in the customers' minds. For example, a brand that sells coffee could use an analogy of a rocket launch to illustrate the energy boost that its product provides, and also convey a sense of excitement, adventure, and innovation.

3 Reverse the problem

A third way to use lateral thinking to Creative Strategy is to reverse the problem or the solution that the brand is trying to solve or provide. By reversing the problem, a brand can challenge its own assumptions, discover new insights, and generate alternative solutions that might be more effective or appealing. For example, a brand that sells sunglasses could reverse the problem of protecting the eyes from the sun, and instead focus on enhancing the vision in different light conditions. This could help the brand create a unique selling proposition and differentiate itself from other brands that only emphasize the protection aspect.

4 Combine ideas

A fourth way to use lateral thinking to Creative Strategy is to combine ideas or elements that are not usually related or compatible. By combining ideas, a brand can create new and original concepts that offer more value, functionality, or appeal than the existing ones. For example, a brand that sells shoes could combine the idea of shoes and speakers, and create a product that allows the wearer to listen to music or podcasts through their shoes. This could help the brand appeal to customers who are looking for more convenience, fun, or personalization in their shoes.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?