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:

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

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