The idea is extremely exciting and filled with immense possibilities, as a different kind of mind looks at the Brand personality and may come up with amazing new approaches.
Some large Brands have used it regularly and very successfully and continued to enhance the salience of their Brands.
The journey is of a different kind, you may end up meeting the top most fashion designer of your country or the top most Canvas Artist and may need to brief them about the exercise.
Off course the first worry comes in, that very often such creatively arrived people have very little patience to handle the so called corporate complexities. Infact they may have very little patience to even listen to the brief, let alone understand it to get back to you with a debrief.
The worries are compounded when you have to work out the price of their priceless work and try to draw very sharp timelines.
Once the work is embarked upon , the experience perhaps may get more and more interesting and rewarding. The challenge still remains asto how to work within your brief and the 'so well done' Brand Architecture.
Perhaps the best option in such a a scenario is to expect the unexpected, to let the fresh wind blow into your design and to condition your self to take to the market the unimagined experience. While you may condition yourself and the design team to look forward to the absolute unusual, the larger issue remains of convincing the other functions and the teams working on the project. One gets so used to the ' Focus group' studies and the research analysis that it almost a decision to be taken with complete blindfolds.
If one is prepared for this and can handle the twists and the turns, the Journey of such creative collaborations could be immensely memorable and fruitful.
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