Creating 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:
Innovation is a skill, not a gift. Top organizations drive growth by nurturing and investing…
Are you in the world of problem solving? Is problem solving a skillset you have…
5 Data-Driven, Customer-Centric trends we’ve identified This is not just another conventional forecast. Over nearly…
Imagine a chef, who only uses a spoon. Imagine a dentist, who only uses a…
In investing and business strategy, we often speak in terms of moats. Warren Edward Buffett…
This year, P&G’s Febreze celebrates its silver anniversary as a brand. But not all 25…
View Comments
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.