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July 6, 2006

Jack Covert Selects: Jack Covert Selects: Juicing the Orange

By: Jack @ 2:02 PM – Filed under: Management & Workplace Culture

Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage
By Pat Fallon and Fred Stenn, Harvard Business School Press, 200 pages, $26.95 hardcover, August 2006, ISBN 1591399270.
Just hearing the word advertising makes me cringe. There are few, well-directed advertisements that truly cut through the clutter and reach the intended recipients. So where does a new book from the famous Minnesota-based ad agency Fallon Worldwide fit in? In the category of those that know how to whip up memorable advertisements. Remember the cat herding ad during the '00 Superbowl? Or when Al Gore remarked, "I may not be an actuary, but I did stay at a Holiday Inn Express last night"? Both can be attributed to Fallon.
In 1981, Fallon Worldwide was created with hopes of diverting from the ad world's practice of overspending and over-messaging. Their thought was that "imagination [not money] is the last legal means of gaining an unfair advantage over the competition."
In a time where "media leverage" (buying as many placements on as many media channels as possible) was huge, Fallon created the idea of "creative leverage" based on seven principles:
  • Always start from scratch.

  • Demand a ruthlessly simple definition of the business problem.

  • Discover a proprietary emotion.

  • Focus on the size of the idea, not the size of the budget.

  • Seek out strategic risks.

  • Collaborate or perish.

  • Listen hard to your customers (then listen some more).

"Juicing the Orange" provides examples of each of these principles--from United Airlines' reaction to 9/11 to the comeback of Lee jeans. Other than the principles, it's not a book that simply states rules or lessons. Rather, it's a book that tells ten stories that will help you with your next marketing or branding pursuit.
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