Creative Intelligence Blog

A periodic blog by The Creative Alliance Founder T Taylor and President David Heitman.

Familiarity Breeds Sustainability

September 8, 2014, David Heitman
David Heitman

Familiarity is crucial to moving your audience from a mere testing/dating relationship to a more serious engagement. Becoming a customer’s good habit is a privilege…a very lucrative privilege.

Ebola, Sharks and Ferguson, Missouri

August 17, 2014, David Heitman
David Heitman

This past week’s news has been a living laboratory in media communications and the power of plausibility. News reporting—infused, confused and supercharged by social media—has created a broad spectrum of response

How NOT to Write Your Next Company Tagline

August 11, 2014, David Heitman
David Heitman

At one time or another, nearly every business contemplates the creation and use of a tagline—a statement aims to distill a company’s unique value proposition.

Posted in: Branding | Comment (1)

Looking to Build Awareness? Find a Wave to Ride.

July 31, 2014, David Heitman
David Heitman

The Tour de France wrapped up recently on the Champs Elysees in Paris. Not only was Vincenzo Nibali the big winner. So was the entire cycling industry.

USA-Portugal World Cup Tie: A Lesson in Loss Aversion

June 23, 2014, David Heitman
David Heitman

If you watched the waning minutes of yesterday’s World Cup match between the USA and Portugal, you felt the bitter sting, the visceral agony of the USA allowing a goal with mere seconds left in…

Paperclip Leadership

June 16, 2014, T Taylor
T Taylor

Ten years ago I designed the building we are in today. It wasn’t “something I always wanted to do” as much as making sure our vision came to life. My wife watched for a couple years as I sketched hundreds More

Website -or- Transformation

May 14, 2014, T Taylor
T Taylor

I was catching up with a business colleague the other day. As so often the conversation goes, he asked: “How much do you guys charge for a website?” Really? That question again? There’s a Grand Canyon-sized range for website costs. More

It’s About the Story, Not the Technology

April 8, 2014, David Heitman
David Heitman

In a recent interview with Marketplace, Pixar chief Ed Catmull shared some insights that anyone in the creative or marketing fields would find valuable. Despite Pixar’s renown as digital animators and the producers of the first feature-length, digitally created movie—Toy More

Posted in: Creativity | No Comments

Turning 23 – April Fools’ Day

March 31, 2014, T Taylor
T Taylor

Passion and vision are great. But nothing beats making a dream come true. It was April Fools’ day, 1991. Many people thought I was a fool. I left a company that was the 10th fastest growing, privately held business in More

March Madness: A Marketing Metaphor

March 19, 2014, David Heitman
David Heitman

As tens of millions of us are filling out our NCAA Men’s Basketball Tourney brackets, it occurred to me that “bracketology” is a lot like marketing: A creative blend of data and intuition. The marketing business is becoming more data-driven More