• Sam Decker

Discover what is NOT being done

There are several sources for marketing and advertising inspiration. Looking at competition is fertile ground for ideas. Unfortunately, marketers might copy something they like and keep within the same lines. And companies they are copying from may have copied from another. And so on, and so on.

Ever make a copy from a taped copy? How’s the quality?

Look beyond marketing examples from which you draw inspiration for what is NOT being done. Think about the following concepts:

Juxtoposition Contrast Combine, merge Antagonism Parallelism Above, below Outside, inside Closer, farther away More, less Bigger, smaller This, yet that This, and that