Archive for June, 2008
Monday, June 30th, 2008
How many CEOs do you know who are intimately involved in creative thinking? That is not what they are paid to do. They are paid to be involved in linear thinking, to deliver the highest bottom-line results with the least risk.
Business ideas are tangible. Creative thinking has a tendency to ...
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Friday, June 27th, 2008
Today’s world is not lacking in people really good at developing business strategy. There are plenty of smart people out there—solid strategic thinkers, even brilliant ones, with smart mechanisms for evolving business. The caliber of management consulting firms and strategic planning experts has probably never been higher.
But the difference between ...
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Thursday, June 26th, 2008
Hollywood is the primary destination for movie lover who visiting United States. Hollywood is a district in the city of Los Angeles, California which is well known as a center of movie studios and movie stars. The biggest movie festival, Academy Awards, annually taken place in Hollywood too. The most ...
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Thursday, June 26th, 2008
In 1977 I took a ski trip with my boys to Courchevel in the French Alps. They brought along two fairly small, blue metal boxes with headphones. “Listen to this, Dad,” they said. I did, and I couldn’t believe what I was hearing. These small boxes would change music and ...
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Wednesday, June 25th, 2008
Another example, this time for the largest client I’ve ever worked with.
You know the Intel slogan? Look at your computer. Odds are it is right there: “Intel Inside®.”
Talk about a difficult proposition! With chickens, at least you can see what you are buying. But imagine coming up with the idea ...
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Monday, June 23rd, 2008
Next case: theme parks. Imagine you are Walt Disney. How does a creator of animated characters come up with the idea to create a theme park? How does one make the mental leap from Snow White to roller coasters?
Disney was not obsessed with theme parks. He was obsessed with the ...
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Friday, June 20th, 2008
Another example:Volvo Cars. The reason I am in advertising. Quick quiz: Ask an American to describe, in one word, what he or she most associates with Volvo.
Donald Sutherland? (The veteran actor does the voice-overs for our Volvo commercials, which is a good thing to know if you’re playing Trivial Pursuit, ...
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Wednesday, June 18th, 2008
In my more than 30 years in advertising across hundreds of companies and brands, every single client I have ever met has expressed a desire for “great creative thinking,” “great creative campaigns,” and “great creative ideas.” No one has ever said, “Hey, Bob, let’s skip the creative stuff and get ...
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Tuesday, June 17th, 2008
The reality is that advertising is ubiquitous, insistent, insidious; its music is the soundtrack of our lives, its tag lines are fodder for our daily conversation.
And we have worked hard to make it that way.
In our fervent desire to connect with the consumer, all marketers have a common goal: Find ...
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Monday, June 16th, 2008
Franklin Delano Roosevelt is said to have remarked that if he could put just one book in every Russian home, it would be the Sears, Roebuck catalog.1 He had the right idea. American products have universal appeal. And in countries where people are said to hate the United States, they ...
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