Marketing Innovation: The Activation Tool in Advertising

Through a sea of clutter in the world of advertising, how do you get your message across? One technique is to actively engage the viewer. The Activation Tool invites the prospect to make an immediate action during the encounter with the ad, either in a physical way or...

Marketing Innovation: Going to Extremes

What do you say when you have nothing new to say?  That is the dilemma marketers face in mature categories where the product's features and benefits are well understood.  Even more challenging is when your product is virtually the same as the...

Marketing Innovation: The Subtraction Tool in Brand Development

Perhaps harder than branding is re-branding. Once the market associates your brand with a specific promise, it is difficult to get people to shift over to a newer or more updated meaning. This is especially true for brands that have been around a long time. Take the...