by Drew Boyd | Feb 22, 2017 | Uncategorized
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....
by Drew Boyd | Mar 7, 2016 | Advertising Tools, Attribute Dependency, 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: Unification Activation Metaphor Subtraction Extreme Consequence Absurd Alternative...
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....
by Drew Boyd | Mar 16, 2015 | Advertising Tools, Attribute Dependency, Consultants, Creative Valentines Day, Culture of Innovation
The Unification Tool is a tricky but effective tool for outdoor advertising. 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...
by Drew Boyd | May 20, 2013 | Advertising Tools, Culture of Innovation, Evaluation Ideas, Innovation Clusters
The Subtraction tool works by removing elements generally considered essential to the situation. The tool can be used in any marketing communications medium (television, print, and so on). The tool works by drawing your attention to the missing...
