by Drew Boyd | Aug 24, 2015 | Advertising Tools, Evaluation Ideas, Google
Think about the last time you bought a car or perhaps a computer. Now, think about the next time you’ll buy one of those items. Are you going to do it exactly the same way as before? If you’re like most consumers, the answer is probably not. That’s because you learned...
by Drew Boyd | Jun 29, 2015 | Advertising Tools, Evaluation Ideas, Google, Jared Diamond
Nielson released its 2015 BREAKTHROUGH INNOVATION REPORT that features best practices from winning brands – with seven specific case studies from Pepsico, Kraft, MillerCoors, Kellogg’s, Nestle Purina, Atkins and L’Oreal Paris. The report is based on a two year study...
by Drew Boyd | May 11, 2015 | Advertising Tools, Culture of Innovation, 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: 1. Unification 2. Activation 3. Metaphor 4. Subtraction 5. Extreme Consequence 6....
by Drew Boyd | Mar 16, 2015 | Advertising Tools, Attribute Dependency, Consultants, Creative Valentines Day, Culture of Innovation
The Unification Tool is a tricky but effective tool for outdoor advertising. Unification recruits an existing resource and forces it to carry the advertising message. That resource can come from within the medium itself or within the environment of the medium. In...
by Drew Boyd | May 20, 2013 | Advertising Tools, Culture of Innovation, Evaluation Ideas, Innovation Clusters
The Subtraction tool works by removing elements generally considered essential to the situation. The tool can be used in any marketing communications medium (television, print, and so on). The tool works by drawing your attention to the missing...
by Drew Boyd | Apr 8, 2013 | Advertising Tools, Creativity Tools, Ideation
The airline, Samoa Air, sparked outrage with a new pricing policy of charging passengers based on how much they weigh. Chris Langton, the airline’s CEO explained its controversial decision: “People have always traveled on the basis of their seat but as...
