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Articles by Jerry Bader

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Creativity is like the weather; everyone talks about it but no one does anything about it. Boardrooms, seminars, and conferences are full of talk of the need for creative thinking as a way to spark innovation, new product development, and of course sales but, the sad truth is, most business leaders are creatively stunted. Creativity […]

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Have you ever tried to remember something you know you know but you can’t retrieve the information? The harder you try, the harder it is to come-up with the answer. And then, all of a sudden, while taking a shower or some other mundane activity, the answer pops into your head. It’s an amazing phenomenon […]

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Engaging An Audience The amygdala is the part of the brain’s limbic system that controls our emotional response to what we see, hear, and feel, even when we are seemingly inattentive to our surroundings. This automatic emotional response acts as part of our survival mechanism by focusing our attention on potentially dangerous or pleasurable situations. […]

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There is an epic battle being fought on the Internet between the mighty forces of the left-brain ‘analytarians’ (those who worship at the feet of the almighty Google analytics) and the upstart underdog right-brain creatives. Lines have been drawn in all out trench warfare leaving the under-manned creatives scrambling for evidence to back their claims […]

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As much as some would have you believe that marketing can be formulized into a predictable certainty, it just isn’t so. The movie and music industries seem to be perpetually striving to boil-down human nature into some kind of algorithmic absolute, but the results have been, and will always be, less than promised. Each copycat […]

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Communication is a complex subject, and each new form of oral, visual, or digital dialogue has its own set of criteria that make it effective; as well as its own snake pit of hazards that can make it downright dangerous. Let’s put the current Macarena’s of marketing, Facebook, Twitter, and Pinterest aside for one moment […]

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The companies that make a real impact in the marketplace are not the ones that produce what people think they want, but rather the ones that produce what people will want but don’t know it. The ability to know what people will want before they know it exists is not a result of intensive market […]

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Web videos have many purposes: they display, present, inform, educate, enlighten, and entertain; they also persuade, motivate, and sell. Marketing videos can serve any one of these purposes, or they can serve all of them. What is important is the audience remembers the message and the company that delivers it. Without penetrating the audience’s consciousness […]

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You may not remember the 1950s but the so-called “Golden Age” of television was in general pretty bad. Yes, there were some great, groundbreaking programs, but there was also a lot of crap, especially the commercials that for the most part were emotionally and psychologically clumsy despite their pseudo-innocence. We may be nostalgic for Speedy […]

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The Web has spawned many great opportunities for people in general and businesses in particular. One of the byproducts of ubiquitous access and use is the ability of anyone with a Web-ready device and Internet connection to participate. Pardon me for being cynical, but maybe not everyone is capable of participating in a meaningful manner. […]

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Do you have an obligation to be good, and by good, I mean good at your job? Do you have a responsibility not just to be professional and do what you do on time and on budget but also to be creative, thought provoking, and stimulating in the way that you do it? Myth-Making as […]

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Is your brand cool? Cool is the ultimate compliment your company or product can receive from its buying public. To be cool is to be special, superior, and of higher value than the competition, which is why coolness is such a sought-after marketing objective. And before you reject the idea that your business, product, or […]

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We live in the age of communication. We are in constant contact with friends, family, and business colleagues. Each new digital device, software solution, or Internet phenomenon creates an opportunity for entrepreneurs to position themselves as the next-big-thing and business executives to establish themselves as marketing mavens, business gurus, or technology boffins. “In the future […]

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Consultants are always talking about “deliverables,” a term used to describe the final product provided to their clients. Consultants understand that business people are loath to paying for mere advice even if that advice is critical to their business, but they are open to paying for something tangible like a deliverable. The so called “deliverable” […]

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More money is wasted on advertising than any other business function. That is not to say businesses shouldn’t advertise but rather people should understand how advertising works. There are many ways to characterize ads, but for our purposes let’s make it simple and separate advertising into two distinct approaches: saturation and emotional. One of the […]

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