by Drew Boyd | Dec 5, 2011 | Advertising Tools, Culture of Innovation, Evaluation Ideas
Insurance companies continue to battle it out as the industry emerges from the global financial crisis. They are spending huge sums on national advertising to establish brand loyalty and earn trust. But consumers have a hard time distinguishing between the many...
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 | 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....