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Innovation Sighting: The Subtraction Technique in Amazon Go

Innovation Sighting: The Subtraction Technique in Amazon Go

by Erica Gage | Dec 6, 2016 | Culture of Innovation, Google, Innovation Clusters, Innovation Sighting

by Darla Wilkinson Amazon: it’s practically a household name in today’s world of online shopping. And their innovation efforts don’t stop short of brick-and-mortar retail. This week the online giant unveiled via video their newest creation called Amazon Go. Using what...
Keep Brand Chaos From Eroding Your Innovation Platform

Keep Brand Chaos From Eroding Your Innovation Platform

by Erica Gage | Sep 12, 2016 | Advertising Tools, Creative Valentines Day, Culture of Innovation, Innovation Method, Kickstarter, Uncategorized

Creating an innovative brand is a great way to build loyalty with your customers. For many companies, brands are the single most valuable asset. But once you’ve created a brand, that’s where the challenges kick in. And it can be a real headache if you don’t manage...
Innovation Sighting: “Sweaty” Billboards That Fight the Zika Virus

Innovation Sighting: “Sweaty” Billboards That Fight the Zika Virus

by Erica Gage | Apr 27, 2016 | Consultants, Culture of Innovation, Evaluation Ideas, Help, Idea Generation

According to the World Health Organization (WHO), the Zika virus is a global emergency. To fight it, humans have to find a way to kill the Aedes Aegypti mosquito. Two marketing agencies in Brazil have designed a novel way to do just that. They call it The Mosquito...

Marketing Innovation: The Inversion Technique and How Bad Things Happen

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....

Marketing Innovation: The Unification Technique in Outdoor Advertising

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...

Fusion: Linking Your Product to the Message to Create Great Packaging

by Erica Gage | Jul 21, 2014 | Advertising Tools, Consultants, Culture of Innovation, Evaluation Ideas

Creative marketers use a clever little tool called fusion. Fusion links a product to a message in a creative way that communicates the value inherent in the product. Fusion creates a visual connection between the product and a symbol representing the value. When a...
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Recent Posts

  • Episode 093: A Powerful New Web App to Generate Creative Ideas
  • Episode 092: Why I Hate the Post-it Note as an Example of Creative Thinking
  • Episode 091: Don’t Be Fooled When Assessing Creative Work
  • Episode 090: College Graduates! Get a Head Start With These 5 Creativity Tips
  • Episode 089: 5 Ways to Tackle Challenging Problems

Recent Comments

  1. Mattias Lövgren on Innovation and Reputation
  2. Matt on Innovation Sighting: Task Unification with the iPhone
  3. Jack on The LAB: Monetizing Twitter with Attribute Dependency (February 2009)
  4. Josh Gluckman on Linking Innovation with Strategy
  5. Drew on Innovation Sighting: The Multiplication Template and Virtual Reality
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513-615-2839
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