Unleashing Your Team’s Creative Genius to
Generate Powerful, Strategic New Ideas
and Profitable Business Growth







Post Written By Sandie Glass, Owner of Innovation ROI

A Strategic Full Service Ideation & Research Company

We all get bogged down with our day-to-day routines. So when it’s time to be creative and come up with a new headline, promotion, or other business solution, it can feel a little bit overwhelming to say the least – particularly if you believe you aren’t that creative! There are idea sparks all around us that can be the springboard for many great ideas.

We are going to help you get to “easy ideas” by sharing more from our A-Z Guide To Creativity. These tips, tricks and techniques are sure to get those creative juices flowing. We are now up to letter “M,” so let’s see what the word MERGE has in store for us!


MERGE is defined as:

“combine or cause to combine to form a single entity” or “blend or fade gradually into something else so as to become indistinguishable from it.” Other words include “amalgamate, unite, combine, fuse, join, blend.”

So where do these definitions take you? It makes me think of marriage, recipes, even traffic. Playing around with word associations is a great way to spark some creative solutions to your business challenges. Now let’s keep exploring MERGE.

Think about the consumer. What could you MERGE with your base product to make it even more exciting for them? Think about the ingredients, the benefits, the packaging elements – even the texture and form. What technology could you MERGE with your product that would totally transform the category? What could you MERGE to bring in a totally different user? Think about males versus females, adults versus children or teens. Think about generational differences too. Are the Boomers even on your radar screen?

Here are some examples of executing the concept of MERGE:

• Campbell’s Kitchen – Alone, it’s simply Campbell’s soup (which, when you think about it, is also a MERGE of flavorful spices and ingredients), but when MERGED with other ingredients like meat, potatoes, rice, cheese, etc., it MERGES to become a main meal casserole. Campbell’s Kitchen is the website that puts it all together for you, offering free recipes, cooking solutions and tips for eating smart.

• Ben & Jerry’s – These entrepreneurs transformed the ice cream industry with their unique flavors that were simply a MERGE of unique ingredient combinations never seen before. From Chunky Monkey (banana ice cream, fudge chunks, and walnuts) to Boston Cream Pie (boston cream pie ice cream with yellow cake pieces, fudge flakes, and swirls of pastry cream), they never disappoint! Ben & Jerry’s took ice cream to an entirely new level – a lot more fun and flavorful, and with an off-the-charts textural experience for the ice cream lover in you.

• Kleenex Anti-Viral Tissues – This unique product MERGES regular soft tissues, with the extra benefit of killing 99.9% of cold and flu viruses upon contact. An incredible MERGE that totally transformed what a tissue could do –preventing the spread of germs through contact with used tissues.

• Softsoap Foaming Hand Soap – Softsoap was able to expand their regular hand soap business by MERGING liquid hand soap, water, and air. This ingenious transformation involved adding a new type of pump to the package that would inject air into the diluted soap to create the foam. There are many benefits to this unique MERGE – less faucet water usage, faster, convenient hand washing, and a totally new hand washing experience.

These thought-starters are designed to give you hope for making new ideas simple and easy. All you have to do is take a few moments to think about your business. What can you MERGE to dramatically transform your product, or even the category? What new technology can you take advantage of? What can you add to your packaging to stand out at shelf? Is there a unique ingredient to MERGE with your product? It’s all about enhancing the customer experience, so take some time and let the ideas run wild!

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