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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 Extreme Consequence Tool

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...

Marketing Innovation: The Inversion Tool

by Erica Gage | Nov 15, 2010 | Culture of Innovation, Evaluation Ideas, Innovation Method

Creating innovative TV commercials is more effective when 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...

Recent Posts

  • Episode 103: Thinking Outside the Box – A Misguided Idea
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  • Episode 101: A Quick and Effective Technique for Expressing Yourself Creatively
  • Episode 100: Which Technique is Best for Certain Situations
  • Episode 099: Be More Curious To Be More Creative – New Research On This Important Link

Recent Comments

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  3. Jack on The LAB: Monetizing Twitter with Attribute Dependency (February 2009)
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  5. Drew on Innovation Sighting: The Multiplication Template and Virtual Reality
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Live Presentations

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Books

Adding Prestige to Your Portfolio

Inside the Box

Be a Professor

Innovations Inside The Box

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Applications

Blog

Podcast

Video Training

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About

The SIT Method

About Drew

Testimonials

Drew Boyd

Local Office: Cincinnati, Ohio

513-615-2839
Contact Us
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