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• Is e-mail the enemy of creativity?

  When it comes to creating great ads, I believe that e-mail has set us back about 50 years... to the old days, when a copywriter would write a headline; then, he’d walk that headline down the hall to the art director and slip it under the door. The art... Posted Nov 21 2008, 07:26 PM by Howie Cohen - Messaging with | with no comments Creative, Culture

• The Pepsi Logo Challenge: It’s supposed to be what?

  Pepsi recently revamped its logo by arcing the white band in the Pepsi circle so that it forms a series of “smiles.” The estimated cost for the redesign according to Advertising Age – over $1 million. The cost of changing signage on vending machines,... Posted Nov 21 2008, 07:19 PM by Tom Rector - Messaging with | with 2 comment(s) Creative

• ∆ - The sign of change.

  We intuitively know when we’ve experienced great creative work. It affects us. It makes us talk. It makes us wonder. It makes us remember. And it makes us do things that we had not previously done. Like trying a new product or a new brand. Simply put... Posted Oct 17 2008, 02:09 PM by Kent Land - Creative with | with no comments Creative

• What makes a great theme line?

  Call it a tag line, slogan or theme line, it’s the essence of your brand – distilled into (preferably) seven words or less. A theme line can: • Express your company’s vision or unique market position. • Define your brand’s character or extol a benefit... Posted Apr 04 2008, 03:48 PM by Tom Rector - Messaging with | with 2 comment(s) Creative

• What’s the big idea?

  Big ideas can come from anywhere and occur at anytime. But, for those times when your creative engine is stalled and the ideas aren't coming, here are a couple of proven ways to get "unstuck." This one you should do alone. Find a quiet place... Posted Mar 13 2008, 10:17 AM by Armand Kerechuk - Creative with | with 1 comment(s) Creative

• The silent treatment

  Here's a creative technique that is used far too little. Especially in this information age when we're bombarded with so many messages.... Posted Feb 12 2007, 01:23 AM by Howie Cohen - Messaging with | with no comments Marketing, Creative

• "AWESOME"

  My guess is that there are 987,000 adjectives in the English language. So why does it seem like everybody uses just one? AWESOME! ... Posted Feb 05 2006, 07:13 PM by Howie Cohen - Messaging with | with no comments Creative

• Tension = Retention

  Tension may be a bad thing in our everyday lives, but it’s a good thing in advertising.... Posted Sep 14 2003, 05:55 PM by Howie Cohen - Messaging with | with 1 comment(s) Creative, Advertising

• 10-Point creative reality check

  Before development of any ad begins, the following questions must be answered. At The Phelps Group the last question on our list is very important because we believe in an integrated marketing solution to our clients' problems.... Posted Sep 08 2002, 04:15 PM by The Phelps Group with | with no comments Marketing, Creative