Marketing Innovation – The Inversion Tool

Marketing Innovation - The Inversion ToolCreating innovative TV commercials is more effective when using patterns embedded in other innovative commercials. Professor Jacob Goldenberg and his colleagues discovered that 89% of 200 award winning ads fall into a few simple, well-defined design structures. Their latest book, Cracking the Ad Code, defines eight of these structures and provides a step-by-step approach to use them.

Here are the eight tools:

  1. Unification
  2. Activation
  3. Metaphor
  4. Subtraction
  5. Extreme Consequence
  6. Absurd Alternative
  7. Inversion
  8. Extreme Effort

The Inversion Tool conveys what would happen if you didn’t have the product…in an extreme way. It show the benefits “lost” by not using the product. While it produces memorable commercials, it should be used only when the brand and its benefits are understood by the viewer.

To use the Inversion Tool, start with the components of the brand promise. Take each one away one at a time and envision in what ways the consumer would be affected…in an extreme way…if it did not have this aspect of the promise.

Here are two examples of the Inversion Tool:


What else are they saying about 'Stoking Your Innovation Bonfire'

Don’t miss an article (1,950+) – Subscribe to our RSS feed and join our Continuous Innovation group!


Drew BoydDrew Boyd is Assistant Professor of Marketing and Innovation at the University of Cincinnati and Executive Director of the MS-Marketing program. Follow him at www.innovationinpractice.com and at https://twitter.com/drewboyd

Drew Boyd

NEVER MISS ANOTHER NEWSLETTER!

Categories

LATEST BLOGS

Cultivating food from the air we breathe: How decades-old NASA technology is still delivering disruptive tech today

By Dan Blacharski | June 29, 2021

The “Replicator” machine seen on the “Star Trek: The Next Generation” television series was imagined as a 24th century technology…

Read More

Il Sole 24 Ore and qiibee launch the first book ever made on Blockchain & NFT

By Francesco Pagano | June 23, 2021

The first book in the world made on blockchain, the first ‘decentralized’ discussion on leadership, completely shared and co-created with…

Read More

Leave a Comment