by Drew Boyd | Mar 18, 2013 | 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 11, 2013 | Advertising Tools, Culture of Innovation, Design Thinking, Evaluation Ideas
The Metaphor is the most commonly used tool in marketing communications because it is a great way to attach meaning to a newly-launched product or brand. The Metaphor Tool takes a well-recognized and accepted cultural symbol and manipulates it to connect to the...
by Drew Boyd | Dec 3, 2012 | Uncategorized
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...
by Drew Boyd | Nov 5, 2012 | Uncategorized
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...
by Drew Boyd | Jul 23, 2012 | Uncategorized
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...
