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How to evaluate creative ideas

How do you evaluate creative ideas? In my 25 years of presenting creative ideas to clients, I’ve come across many methods – some intuitive, some analytical, and some are downright goofy.  Listen to this… One of my clients used to evaluate our presentations by how many sample designs we brought. Anything less than a foot-high

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Solar lighting: unleashing the brand

Solar lighting as a brand is beset by misperceptions. People still overwhelmingly believe the lights break, the batteries don’t last, the whole category is a cheap, Home Depot novelty. Winning hearts and minds over to solar may be a big challenge. But the reward for breaking down the misperceptions will be huge. Justin Taverna, co-founder

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How to build a top tech city brand

Quick, name two top tech cities. San Francisco, and, ummm… Exactly. Being a top tech city and being known as a top tech city are two quite different things. It’s an important difference, too. In a world where tech workers are in high demand, and cities are falling over themselves to secure tenants like Amazon

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The rise and fall of podcasting

To me, podcasting is a passion – I simply love bringing guests on who have an interesting perspective on brands, marketing and communication, and I love sharing their ideas with my audience. If someone gives me business because they enjoy my podcast, that’s icing on the cake. Nice, but not necessary. So it was very

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Effective outdoor advertising: the art of constraint

Alright, I’ll say it – this story on creating effective outdoor advertising is entirely self-serving. I’m writing it is because a partner and I are launching a new outdoor ad offering, putting ads on vending machines. These ads, by their nature, demand a disciplined, stripped back approach to stand out. Enough with the mea culpa

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Pushing past your comfort zone: my University of Adversity interview

My journey through the world of marketing has had its fair share of ups, downs, goods, bads and uglies. So when University of Adversity podcast host Lance Essihos dialled me up to relate my stories to his audience, I happily obliged. Our little chat covered a lot of ground. From getting my start as a

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Does your marketing need skunk works?

Every job becomes mundane and routine if you do it long enough – marketing is no exception. The problem is, marketing is about disruption. Standing out in a crowded field by zigging when everyone zags. In marketing, settling for the same-old-same-old is the kiss of death. Breaking out of lockstep, however, can be challenging –

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Diversity and inclusivity marketing? Advice from a sustainability veteran.

Diversity and inclusivity are very much in the marketing news. For a start, the UK just implemented a ruling banning ads that portray gender stereotypes – something I was invited on talk radio to discuss (you can check out the recording here). But it’s not just a UK thing. The recent Cannes ad festival was

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