Glossary and Resources


Bodystorming is a kinesthetic form of brainstorming in which participants imagine that the product or service actually exists and physically interact with the imaginary product; gaps in function and form come to light. The consulting firm IDEO uses bodystorming as a tool in its innovation work.

Brainstorming is an activity in which multiple ideas are generated about a given topic, by freely sharing initial, undeveloped ideas. Typically, a constraint such as time or a word restriction helps to galvanize more creative ideas. Quantity of ideas is the goal. This activity should ideally be followed up with an action plan of how to apply the ideas that have been netted.

Brand equity describes the value of having a ...

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