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Segmentation is Killing Your Brand: Five Reasons To Find Your Unicorn Customer

Segmentation is Killing Your Brand: Five Reasons To Find Your Unicorn Customer

by Drew Boyd | Mar 20, 2017 | Advertising Tools, Culture of Innovation, Evaluation Ideas, Google, Kickstarter

by Deb Gabor A store is a place you go to buy stuff, usually out of convenience or habit. In contrast, brands inspire irrational loyalty and yes, even love. How does a company build itself into a brand that people can fall deeply, madly in love with? The old model...
Creating New “Benefit Delivery Vehicles”

Creating New “Benefit Delivery Vehicles”

by Drew Boyd | Aug 1, 2016 | Advertising Tools, Evaluation Ideas, Idea Generation

Innovation is all about delivering value to customers, and you do that by offering them the right products and services. Think of products and services as benefit delivery vehicles. They’re a collection of various features that create value when customers use them. So...
Great Innovators Focus More on Post-Purchase than Pre-Purchase

Great Innovators Focus More on Post-Purchase than Pre-Purchase

by Drew Boyd | May 30, 2016 | Advertising Tools, Creative Valentines Day, Evaluation Ideas, Google

What products or services have you purchased that are your absolute favorites? Can think of a few? My bet is that you can think of a few because those products did everything and more than what you expected. Your satisfaction after consuming those products is very...
Innovating Through Partnerships

Innovating Through Partnerships

by Drew Boyd | May 16, 2016 | Advertising Tools, Evaluation Ideas, Google, Kickstarter

Have you ever heard the expression, “Riding on the Coattails of Others?” What it means is – achieving success by associating with other people or groups. In sales and marketing, it’s another great way to create opportunities and improve your sales...
Marketing Innovation: Chicken and the Absurd Alternative Tool

Marketing Innovation: Chicken and the Absurd Alternative Tool

by Drew Boyd | Mar 7, 2016 | Advertising Tools, Attribute Dependency, Evaluation Ideas

Jacob Goldenberg, in his book, “Cracking the Ad Code,” describes eight creative patterns that are embedded in most innovative, award- winning commercials. The tools are: Unification Activation Metaphor Subtraction Extreme Consequence Absurd Alternative...
Your Loyal Customers Love Innovation. Give It to Them

Your Loyal Customers Love Innovation. Give It to Them

by Drew Boyd | Nov 9, 2015 | Advertising Tools, Evaluation Ideas, Google, Idea Generation, Innovation Method

A great source of new sales growth is with your existing loyal customers. After all, they already understand the category, they trust your brand, and you have an existing relationship – meaning you’ve been given permission to interact with them. When I say loyal...
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Who are You?

Strategy and Innovation Leaders

R&D Leaders

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Marketing Leaders

Meeting Professionals

 

Presentations

Live Presentations

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Adding Prestige to Your Portfolio

Inside the Box

Be a Professor

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Applications

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About

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About Drew

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Drew Boyd

Local Office: Cincinnati, Ohio

513-615-2839
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