ICE is shorthand for our idea generation process that goes far beyond conventional brainstorming. Two components are involved - idea creation where participants in the session are encouraged to ‘wander and wonder’ in pursuit of new ideas, and an idea evaluation phase, where participants work in syndicates to cherry pick the best ideas to progress. Here, ‘best’ is defined using a suite of proven success criteria.
Ideal for future gazing and strategy development - clients like British Airways, Electrolux, Mothercare and Nike have all employed this technique to improve their brands.