A few years back, I had the honor of being the keynote speaker at The Coca-Cola Company- executive luncheon. It was about unveiling a fun-fizzed campaign we brewed for 7-Eleven, shining the spotlight on the iconic Slurpee. Amidst a crowded frozen drink scene, Slurpee stood out...
As a CMO, your job is to tell your brand's story, making it resonate with your audience. So, why not learn from the masters of storytelling themselves - Pixar? Known for its heartwarming and memorable narratives, Pixar has revolutionized the art of storytelling. Here's how...
Narrative Device is a strategy to communicate the brand's story. Should the brand use a first-person narrative? "We crafted this product for a unique blend of style and functionality." Or should the brand adopt a third-person perspective? "When customers get their hands on this product, they immediately...
Do brainstorming sessions stress you out? Does the command to âjust write down everything that comes into your head for the next five minutesâ short-circuit your brain, leaving you unable to conceive of any idea except perhaps having a medical emergency before itâs your turn...
Have you ever said âWe need some new ideas & fresh thinkingâ only to have your team looking back at you with that deer-in-the-headlights gaze? Being creative on demand is tough - especially when many people donât think theyâre creative in the first place. Hereâs a...
https://youtu.be/Y8Wlu0_p4Ug The ad by Macpac showcases a humorous and absurd situation with a deadpan delivery that captures attention and creates a memorable impression. The ad also does a great job of showcasing the features and benefits of the product they are offering. Learn to develop creative...
https://youtu.be/fkkrCnHVbO0 This ad is so clever! We love how it uses technology and humor to create a unique selling proposition for the brand. By placing fitness trackers on their free-range chickens and printing their step counts on the eggs, Honest Eggs Co. is not only promoting transparency but...
Thereâs an exercise I use to help developing marketing teams build their skill set. Itâs based on the experience so many of you have already gone through in real life: you carefully & thoughtfully create a campaign to achieve a number of specific brand goals,...
Educational systems tend to place an emphasis on a way of doing things, rather than giving the tools necessary to complete the task. I remember several arguments with my high school English teachers. They would insist on a particular interpretation of a passageâusually heavily influenced...
Management guru Peter Drucker coined the term âknowledge workerâ in 1959.[1. Peter F. Drucker, The Landmarks of Tomorrow, 1959.] He differentiated knowledge workers from manual workers, forecasting that new industries will employ mostly the former. Late in his life, Drucker wrote, "The most important contribution management needs...