This legendary 1947 letter on the lack of creativity in advertising is even more true in 2016

Idea to Value

A major issue around advertising and marketing nowadays is that there is a drive to “learn and perfect” it. Apparently this has been an issue going all the way back to the start of the advertising age, two years after World War 2 in 1947. Sure, they had advertising know-how.

Shifting Budgets from Advertising to Innovation

Innovation Excellence

Innovation Advertising annual planning Budgeting Strategic PlanningOK, I don’t have a self-driving car and already I’m sick of hearing about them and their potential.

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Shifting budgets from advertising to innovation

OVO Innovation

There's an adage that marketing and advertising the price you pay for being unremarkable. I'd say aggressive advertising is the cost you bear for promoting a technology, rather than addressing a problem or need. What if only a fraction of the money spend on advertising these technologies was spent on need identification and good innovation practice? OK, I don't have a self-driving car and already I'm sick of hearing about them and their potential.

Super Bowl 50 Advertising Winners and Losers


Maybe for the first time in many years, I was more excited about the football than the advertising. There were questions about why the advertisers seem not to understand the value of integrating social media and digital with their $5 million thirty-second advertisements.

6 Keys to Making Collaborative Innovation Successful

Speaker: Soren Kaplan, Founder of InnovationPoint

And, at first, they resisted including advertise- ments next to the search results. BOOK GROUP PRESS GREENLEAF The H o w t o C r e a t e a C U l t U r e o f i N N o v a t i o N S o r e n K a p l a n , p h D An Excerpt from.

Ditkoff: Storytelling @work

Innovation Excellence

Continue reading → Feature Of The Week Advertising change Communication community corporate training Information Sharing linguistics marketering messaging Neuroscience Psychology sociology storytelling Teaching theology

Contagious: How to make products, ideas, and behaviors catch on

Innovation Excellence

Conferences Creativity marketing Psychology Advertising branding Communication Contagious Innovation Jonah Berger michael graber Social Currency Southern Growth Studio Spreading Ideas storytelling Trends Word of Mouth

Customer Experience Disruption: Digital Advertising Gets An Upgrade


The proliferation of ad-blocking software is forcing advertisers to come up with new ways to snag clicks and views. Another pitfall to watch out for with online advertising: ad impressions that are actually registered by bots instead of humans. Companies need to make sure that their ads are being seen by real potential customers. Marketing Trends

Marketing Innovation: Chicken and the Absurd Alternative Tool

Innovation in Practice

Here's a great example fromTyson Chicken that is so simple and effective: To use the Absurd Alternative Tool, first identify the key benefit you want to promote in the advertisement.

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Key Takeaways from 2017 Internet Trends Report [presentation]

Innovation Excellence

Data Entertainment Industry News Presentations Trends Advertising digital internet mobileGreg Swan summarizes Mary Meeker’s famous annual Internet Trends Report.

How Big Brands Move to Brand Journalism

Innovation Excellence

Case Study Change Customers Digital marketing Advertising brand journalism Consumer EngagementThe stories aren’t meant to sell corn flakes. They are meant to inform, entertain and engage in much the same way that articles on any mainstream media site accomplish the same goal.

Great Commercial: Using Cliches to Your Advantage

Michael Roberto

The advertisement features a fake brand (Once), and it ridicules those who drink bottled water from disposable plastic bottles. Beer writes, If you watch enough advertising aimed at anyone aged 14 to 30, certain patterns of tone, image, and style emerge. The advertisement is fascinating precisely because it highlights another side to these cliches about how millennials should live their lives. advertising commercials marketing

Learn to Gain a New Perspective

Innovation in Practice

Advertising Marketing Innovation Strategy TrainingDuring my career, a lot of my senior marketing colleagues would come to me and complain about some of their newest staff members.

Innovation Sighting: The Subtraction Technique in Amazon Go

Innovation in Practice

Advertising Culture of Innovation Subtraction Technologyby Darla Wilkinson. Amazon: it’s practically a household name in today’s world of online shopping. And their innovation efforts don’t stop short of brick-and-mortar retail. This week the online giant unveiled via video their newest creation called Amazon Go. Using what is called Just Walk Out Technology, Amazon has removed checkout lines and registers from the shopping experience.

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Innovation Sighting: Attribute Dependency and High Heels

Innovation in Practice

Advertising Attribute Dependency Innovation SightingA great example of the Attribute Dependency Technique can be found at My Place Café & Bar at the Hilton Osaka hotel in Japan. Attribute Dependency is one of the five innovation methods called Systematic Inventive Thinking (SIT).

How to Hack Value Creation

Innovation Excellence

Continue reading → Creativity Digital Innovation marketing Complex Problem Solving creative advertising Creative Problem-solving Value CreationEvery day, more and more companies are faced with a classic dilemma, how do you thrive in a declining market?

Behavioral Science & Effective Super Bowl Commercials

Michael Roberto

advertisements advertising behavioral science commercials Super BowlGreat Super Bowl commercials engage us with wonderful stories and some humor as well. Is there more to it than that though? Could we use cognitive science to understand why some ads have a bigger impact than others?

IBM Has Created A Revolutionary New Model For Computing—The Human Brain

Digital Tonto

Related posts: Advertising on the. [[ This is a content summary only. Rather than hyper-rational calculating machines, computers will think more like we do and help us to collaborate more effectively—with each other and machines.

Creativity Redefined for Innovation

Innovation Excellence

The words “creative” and “creativity” have been hi-jacked by the world of advertising. The word means something specific to those familiar with Mad Men or Thirty-something advertising stereotypes.

5 Keys to Unlocking the Innovation Mindset


Most of us hate advertisements, but if I had to pick one that I love, it would be Apple’s Think […]. This article is an excerpt from a 25 min keynote by Andy Cars during the Purple Ideas event hosted by Telia Company, January 17, 2017. If you prefer to watch the video here it is.

You Can’t Win With Average

Tim Kastelle

…if Hummer were to come out with an advertising campaign boasting a family-friendly ride, it would hurt its claim to being the toughest motherf*cker on the road. Research has shown that the average corporate acquisition destroys value.

Keep Brand Chaos From Eroding Your Innovation Platform

Innovation in Practice

For example, a competitor might begin an advertising campaign telling consumers that the benefits of your brand just aren’t that important. This affects everything from how the logo can be used, the look of a website, how social media is used, advertising, product design, and so on.

Segmentation is Killing Your Brand: Five Reasons To Find Your Unicorn Customer

Innovation in Practice

Advertising Culture of Innovation Marketing Innovation Practitioner Strategyby Deb Gabor. A store is a place you go to buy stuff, usually out of convenience or habit. In contrast, brands inspire irrational loyalty and yes, even love.

This air cooling system for the slums uses plastic bottles and requires no electricity

Idea to Value

In Bangladesh, 70% of the population live without regular electricity, often in tin-sided huts which can reach 45°C inside. This simple solution is made from recycled materials and can cool a room by 5 degrees, making life much more bearable.

This video shows how bacteria evolve resistance to antibiotics

Idea to Value

Senior study investigator Roy Kishony, of HMS and Technion, had seen a digital billboard advertising the 2011 film “Contagion,” a grim narrative about a deadly viral pandemic.

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Your New Idea Is Not Where You Think It Is

Innovation Excellence

The researchers advertised a wholesome summer camp experience. In the 1950s, in rural Oklahoma, at a place called Robbers Cave, several researchers performed an experiment we would find unethical today. They invited twenty-two eleven-year-old boys to participate in a three week camp.

Like The Best Tech Companies, Publicis Launches A Great Strategic Pivot

Adam Hartung

Current Affairs Disruptions Innovation advertising agency advertising industry cannes innovation publicis sadoun trends USASome company pivots are obvious like changing technology while other pivots are more subtle like a strategic acquisition.

Interview Jeffrey Baumgartner: How to get one amazing idea

Idea to Value

Brainstorming’ was developed as a concept in the 1930s by Alex Osborn, one of the founders of advertising agency BBDO, to get as many ideas as possible from a group. Jeffrey Baumgartner is not the sort of guy who settles for the status quo.

Why Many Mid-Career Marketers Are Dinosaurs and Not Great Social Media Strategists


The realization really hit me while attending a Facebook list building, advertising, and re-marketing workshop at the Social Media Strategies Summit. The presenters covered audience targeting and Facebook advertising in detail.

Outcome-Driven Innovation: Know what customers want before developing the product

Innovation Excellence

An old marketing adage is that half of a company’s advertising is effective, we just don’t know which half.

PBTO40: Transforming Observation into Innovation with Andrea Simon

Rmukesh Gupta

She has won numerous Addy and Aster awards for her marketing and advertising campaigns. She has won numerous Addy and Aster awards for her marketing and advertising campaigns. Who is on the Show: In this episode, we are hosting Dr. Andrea Simon.

Three principles to help you generate better ideas

OVO Innovation

His quote about advertising is especially apropos. "In In advertising an idea results from a new combination of specific knowledge about products and people with general knowledge about life and events." Note that Young's advertising concept - combining specific knowledge with broad general knowledge - is what we now describe as "T-Shaped".

Microsoft buys LinkedIn – Smart move or Dumb move?

Destination Innovation

It was an attempt to take on Google in online advertising and it failed. Yahoo’s online advertising business is worth very little today. Microsoft’s core PC business of office applications and Windows operating systems is in decline so it needs new sources of revenue.

Is A.I. The New Buzzword?


Buzzwords are a necessary evil in technology, advertising and management. Still, for most startups, the attention generated by this AI-hype is far too seductive to refrain from using this buzzword to advertise their product or service.

Innovation – Simple and Effective

Rmukesh Gupta

I was driving home from office yesterday when I caught a glimpse of this advertisement on a small restaurant (Lemon Rice) on St. Johns Road in Bangalore. I was so happy to see this. This is a great example of innovation in action. Click To Tweet.

Embrace Weird To Find The Next Revolution


Look at what's new in games, advertising and porn. Established companies don’t like misfits, renegades, weird people. It’s a fact. I always ask leaders of established businesses if they keep their eyes open for a Steve Jobs to hire; their answer is no. I’m not surprised.

Debunking Disruptive Innovation – Why Disruptive Innovation is Not a Strategy


And, at first, they resisted including advertisements next to the search results. Disruptive innovation has become business’ biggest paradigm. Harvard’s Clayton Christensen coined the term and the New Yorker’s Jill Lapore recently tore it down.

Hack: How I got free LinkedIn ads with fake account

Board of Innovation

LinkedIn knows this and monetizes this with Sales Navigator, paid advertisements, etc. At the moment, LinkedIn is the best platform for B2B sales. By far. After spending hundreds on our first campaigns, I started to experiment. Eventually, I found a way to get free LinkedIn ads and tons of personal exposure on top. The hack I used, is suitable for both sales. Read More. The post Hack: How I got free LinkedIn ads with fake account appeared first on Board of Innovation.

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You Are What You Pay Attention To


We’re always being stalked by advertisers and product peddlers, always being sold something by someone, whether we know it or not. Illustration by Christian Laborin. Fake news is killing people’s minds! This is what Tim Cook, CEO of Apple, said and he wants to do something about.

Strengthening the Organization and Accelerating Value – a fresh look at Capability Building


Despite the fact that these companies make money in different ways — Apple makes most of its money on hardware, Microsoft on software, and Facebook and Google from advertising — they do share a lot of similarities.