As the Paralymics approach we've unearthed this work from The Jupiter Drawing Room (done many🌑ago) celebrating Nike's sponsorship of the South African Paralympics team. Talk about the power of reclaiming words💪#Paralymics#AdsOfOld Pic: J Aitchison, Cutting Edge Advertising II
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9) Is it consistent with other material? TV, radio, posters etc. 10) Is it sustainable economically and creatively over time?
#Advertising#TestForSuccess#TheMobileMBA
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The Mobile MBA author Jo Owen sets out 10 tests to help you better understand whether your advertising is likely to work. Here they are:
1) Does it meet the agreed brief? 2) Is it differentiated vs nearest alternatives? 3) Does it give a compelling reason to buy?
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4) Is it relevant to the people you're targeting? 5) Is it credible? Give a reason why your product works. 6) Is the brand clear? Forget celebrities and clever artistry. 7) Does it project the character of the brand? 8) Is it simple and memorable?
"Far from being a drawback or restriction, constraints can be used to true advantage and as a valuable resource in idea generation." From Cracking the Ad Code by Goldenberg et al. Instead of #ideating from a pool of 'anything goes', set some boundaries, add some limits and see...
What a company promises it's customers as a #brand (ad efforts) vs what it actually delivers as a #business (often sub par) is what author Mike Stopforth calls Brand Schizo: you expose your customer to multiple personalities - the brand you wish you were and the business you are.
Focusing too much on #strategy = paralysis by analysis: Trying to learn more without actually implementing anything. Focusing too much on #tactics = bright shiny object syndrome: Getting caught up in hot marketing tactics while forgetting the bigger picture. Credit: Allan Dib
Ad copy needs to be direct & honest according to ad man Drayton Bird. Copywriter John E Powers took this to heart (and eventually got fired) for such honest lines as "We have a lot of rotten raincoats we want to get rid of" (written for a department store) #HonestCopy#AdCopy
Most managers only have 7 hours a week of time to themselves to work & often use distraction-free holiday time to catch up on their own work priorities. Sounding familiar? This can reduce short-term stress, but long term? Not so much. Info cred: HBR #TimeManagement#Productivity
Can companies leverage #remotework for upskilling of employees to improve innovation & drive growth? Or does remote work just give the illusion of more flexibility & time to 'work on yourself'? Qs worth pondering. Stat cred: Brainstorm Magazine #SkillsShortage#SkillsDevelopment
When a clever idea and masterful #ImageEditing come together you get: The greatest authors in your pocket (War and Peace by Leo Tolstoy) for L&PM Pocket Books. Agency: Africa, São Paulo, Brazil. Pic credit: Ads of the World #WhenItAllComesTogether#CreativeDesign
"The traditional view of creativity is that it's unstructured & doesn't follow rules or patterns" say authors Drew Boyd & Jacob Goldenberg. But they believe better, quicker innovation happens when we think inside the box and use the 5 creative templates below #CreativeThinking
Author Cal Newport thinks we're inbox-enslaved saying: It takes significantly less effort to shoot off quick messages than more carefully plan your work day...a consequence = tasks entangled in a complicated network of dependencies with inbox-enslaved individuals #InboxOverload
Thumb cramp...That shot of pain over your knuckle from using a not-so-well-designed app or site on mobile. Sometimes we forget that things can't just look good, but need to work well too. For mobile & app, considering the Thumb Zone is key. Pic credit: Smashing Magazine #UXDesign
"Too many organizations care about numbers, not fans," says Seth Godin in his book Tribes. "What they're missing is the depth of commitment & inter-connection that true fans deliver." These fans are part of an organisation's TRIBE & can be leveraged like no other #PowerOfTheTribe
"A compelling brand [should be] based on radical differentiation," says Marty Neumeier in his book ZAG. The key to getting there is "a brand strategy that zags" & uses the 4 elements below - differentiation, focus, trend and communications. #BrandStrategy#CompetitveAdvantage
Thinking - robust, powerhouse thinking - isn't always easy. But this book is magic when it comes to making it happen. Nancy Kline outlines 10 components that foster a thinking environment, starting with (surprise, surprise): attention #currentlyreading#timetothink
Writing good copy can be tricky, but when you've got this chap as your #wordsmith it makes it that much easier. To good copy, and good grammar😎 #copychampion