A directory of marketing innovation resources
95% of everything is mediocre. So they say.
Which side of that do you want to be on? It's easy enough for anyone - marketers included - to choose the easy, the familiar, and the tried-and-true.
Innovation is the art of moving into that 5% space. Of taking the projects you've got and reinventing them from the inside out. It's an exhilarating, scary space where you're not sure you're going to succeed, but you're going to try.
The marketing industry is sometimes guilty of equating 'creativity' with artistic free expression - marketing that might be stunning, but not sell any product. True innovation is creativity harnessed by clear thinking and planning, and tied to a specific goal.
In a world of eroding margins and fading customer confidence in marketing, innovation is the one true differentiator. The essence of innovative marketing - good marketing - is new ideas about great products that help people live better. New ways to communicate to customers, with freshness, originality, intelligence, wisdom and hope.
On this site you'll find links to tools and resources about innovation in marketing. We've taken cues from psychology, art, history, science, and law. If you're looking for smart, new, fresh thinking, you'll find many examples here.
If you're looking to see how others have made marketing better in new and surprising ways, you'll find their work and their ideas here. And if you're looking for a creative whack upside the head (as per Roger Von Oech), you'll find that too.
It's not only possible to place beauty and truth within marketing - it's essential. You can be a leader and create marketing that's better for society and better for the environment.
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