1. Word association
2. Visual association
The approach works well when the participant takes the "attributes" of the given challenge and begins to find common word and/or visual associations. It's important to ALWAYS focus on producing an idea that revolves around the product (or service) benefit (if you do not, why would someone buy it?).
The trick is to take the associated outcomes and produce or "blend" together the most creatively impactful idea you can.
Here are some examples of how it works:
Apffels Fine Coffee
A great example of Word Association
A great example of Visual Association (to come)