Originality is important.  It is the fan that stokes the creative flames fueling innovation.  Bloggers, for example, ignored the rules set forth by traditional news networks and created a unique and nearly institutionalized system of reporting.  But while "outside the box" thinking is a crucial ingredient of innovation, discounting the importance of "inside the box" thinking usually leads to abject failure. 

Marketing is a recent victim of this mentality.  The prime motivator of any advertiser should be to compel a consumer to embrace what they are offering.  The best way to accomplish this task is obvious:  build value into a product or service offered by either solving a common problem or tapping into material desires.  Those who follow this ideal should have no problem converting consumers into shoppers and, subsequently, into buyers.  

However, this is easier said than done in markets bursting with competition.  When a field of competitors is appealing to the consumer base with identical strategies, prudent business owners should differentiate themselves with a less traveled approach.  Regardless of the approach taken, the prime motivator must remain despite the gilded sway of persuasion, hyperbole and over-promising.  Although "white-lie" marketing can bring a temporary increase in sales, the impending customer heat boils away repeat business and evaporates future revenue.  Nothing serves to erode a company's success more than the vitriolic bad-mouthing of a scorched customer base.  

Unfortunately, the proliferation of "outside the box" thinking has perverted marketing's prime motivator with a million white lies.  Advertising's intent has strayed from increasing brand equity to gobbling up market share.  Marketing wars of attrition work when undercutting competition sacrifices profits alone, and fate does not smile on those companies sacrificing consumer confidence with unreal offers made in the heat of competition.  With nearly everyone brainwashed into thinking "outside the box", few understand the benefits of thinking inside of it.  Effectively, the only way to think "outside of the box" is to jump back into it, and we are not willing to wait for advertising smart enough or brave enough to dare such a feat.

Brand Jury is pure "inside the box" thinking.  We know the problem:  online advertising employs little more than interrupting conversations with crafty ploys.  Instead of inventing new "creative" delivery approaches, we are blowing the dust from what legion before us found to be tried and true.  Brand Jury's collaborative platform promotes the tranparent peer dialog between consumers and advertisers that will restore marketing's prime motivator.  It may be hard to imagine, but there is a way for advertisers to peacefully co-exist with internet users.  Open the box, look inside it, and you'll see how obvious the answer is. 

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