by Drew Boyd | May 7, 2012 | Advertising Tools, Culture of Innovation, Evaluation Ideas
Commercials that show the benefits of using the product are likely to be ignored because consumers expect it. The message becomes cliche. If the advertiser shows how the consumer is transformed by using the product, consumers become skeptical. Telling viewers they...
by Drew Boyd | Mar 19, 2012 | Advertising Tools, Consultants, Culture of Innovation, Evaluation Ideas
The Unification Tool is a tricky but effective advertising tool. 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 other words, the...
by Drew Boyd | Feb 6, 2012 | Advertising Tools, Culture of Innovation, Evaluation Ideas
Super Bowl commercials capture our attention because they tend to be highly creative and well-produced. At $3.5 million dollars for a thirty second spot, Super Bowl advertisers need to create the best, most innovative commercials possible. To do that, they use...
by Drew Boyd | Dec 5, 2011 | Advertising Tools, Culture of Innovation, Evaluation Ideas
Insurance companies continue to battle it out as the industry emerges from the global financial crisis. They are spending huge sums on national advertising to establish brand loyalty and earn trust. But consumers have a hard time distinguishing between the many...
by Drew Boyd | Nov 21, 2011 | Advertising Tools, Evaluation Ideas, Innovation Method, The Wheel
Most people are surprised to hear that five simple patterns explain the majority of innovative products and services. Jacob Goldenberg and his colleagues discovered this surprising insight. It is similar to the notion of TRIZ which is a set of patterns for solving...
by Drew Boyd | Oct 24, 2011 | Academic Focus, Advertising Tools, Evaluation Ideas, Jared Diamond, Pinterest, The Economist
This month’s Academic Focus features Professor John Hauser and the highly-regarded team at MIT. Perhaps no other university in the world stands for innovation as much as this one. MIT is an innovation powerhouse because of the way the faculty looks at innovation...
