by Drew Boyd | Oct 3, 2011 | Advertising Tools, Culture of Innovation
Great television commercials deliver the right message in a creative way. Great commercials are memorable. The longer customers remember your commercial, the more cost effective the campaign. One way to make memorable ads is to make them funny and...
by Drew Boyd | Jun 20, 2011 | Advertising Tools, Culture of Innovation, Evaluation Ideas, Kickstarter
"Red tape" is defined as the collection or sequence of forms and procedures required to gain bureaucratic approval for something, especially when oppressively complex and time-consuming. That's how Southwest Airlines describes other airlines'...
by Drew Boyd | Apr 4, 2011 | Attribute Dependency, Consultants, Culture of Innovation
The Metaphor is the most commonly used – and abused – tool in marketing communications, especially in western cultures. It is a great way to attach meaning to a newly-launched product or brand. But some approaches are more effective than others. The tool...
by Drew Boyd | Jul 26, 2010 | Culture of Innovation, Evaluation Ideas
How do you create the most innovative TV commercials in the world? By using patterns embedded in other innovative commercials. Professor Jacob Goldenberg and his colleagues discovered that 89% of 200 award winning ads fall into a few simple, well-defined design...
by Drew Boyd | Jun 28, 2010 | Culture of Innovation, Ideation
Cannes Lions, the International Advertising Festival, is the world’s only truly global meeting place for professionals in the communications industry. It celebrates advertising winners each year in a variety of categories. The 57th festival was held last week....
