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Posts by Howard Kaplan

FutureNow Post
Tuesday, Jun. 12, 2007 at 5:43 am

McDonalds Instead of Starbucks: Brand Heresy?

June 12th, 2007
FutureNow Post
Monday, May. 14, 2007 at 5:02 pm

Jakob Nielsen on Everyone’s Favorite Buzzword: “Web 2.0″

May 14th, 2007

From Today’s BBC, as pointed out by Jakob himself in his newsletter (emphasis mine):

Sadly, said Mr Nielsen, the rush to embrace Web 2.0 technology meant that many firms were turning their back on the basics.

“They should get the basics right first,” he said. “Sadly most websites do not have those primary things right.

There was a risk, he said, of a return to the dotcom boom days when many sites, such as, looked great but were terrible to use.

“That was just…

...continue to read "Jakob Nielsen on Everyone’s Favorite Buzzword: “Web 2.0″"

FutureNow Post
Friday, May. 11, 2007 at 1:12 pm

How to Not Get a Testimonial…

May 11th, 2007
FutureNow Post
Friday, May. 4, 2007 at 5:18 am

What Books are Floating Around Your Office?

May 4th, 2007

It’s not only preschoolers who enjoy a good game of you show me yours, I’ll show you mine ;)

While randomly strolling through the Future Now offices, there’s a vast array of books teammates are currently ensconced in. Here’s five:

Made to Stick, by the brothers Heath. We know a thing or two about getting two very bright, very opinionated brothers together to crank out a few hundred pages. It’s not always easy, but it seems it’s almost always worth the effort.…

...continue to read "What Books are Floating Around Your Office?"

FutureNow Post
Wednesday, Apr. 25, 2007 at 8:19 am

Speed Test: Which Landing Page Element Should Load First?

April 25th, 2007

Apparently, Verizon Wireless doesn’t always keep up with GrokDotCom. (Bryan recently explained the impact of optimizing your images for a fast load time. )

...continue to read "Speed Test: Which Landing Page Element Should Load First?"

FutureNow Post
Tuesday, Apr. 24, 2007 at 5:11 am

Forrester on the Best Email Marketing Ever…

April 24th, 2007

(Full disclosure: Yes, Rentvillas is a past client, but, no, we’re not to be credited here. Kevin Pidduck and his fine team executed this email strategy. Smart marketers will look past their tactics to the principles at work… )

Josh Bernoff of Forrester Research gushes over’s latest email to him, remarking at how it succeeded at tapping into his emotional right-brain:

“…this marketing email actually managed to stimulate the nostalgia I had for that trip, and generating an emotion like that from an…

...continue to read "Forrester on the Best Email Marketing Ever…"

FutureNow Post
Friday, Apr. 20, 2007 at 9:34 am

Do You Blog Like A Girl?

April 20th, 2007

Apparently, I do. At least that’s what the fine Melissa Burdon tells me, and she has the research to prove it. Want to haze your co-workers:

I’ll admit, the study lost some credibility with me (it’s not just a parlor trick, the study actually has a pretty robust algorithm behind it) when I first checked it out- I ran the following three posts through it:

“Measuring the Piss-Off Factor” “Measuring the Piss-Off Factor, Part II” “Marketing in the In-Between”

You’ll notice the common author, resident…

...continue to read "Do You Blog Like A Girl?"

FutureNow Post
Friday, Apr. 13, 2007 at 4:08 am

The Future of Marketing

April 13th, 2007

I’m finally back in NYC after a restless traveling spree this past month, and I come bearing gifts: an easily download-able broadcast of Jeffrey Eisenberg discussing the future of marketing, and planning for the accountability this future requires.

I had the pleasure of spending a few days with Jeffrey and Sondra down south at one of the more interesting (and diverse) gatherings in a long time; a CEO conversation (put on by the fine folks at NCTA). Old media alongside new, with news…

...continue to read "The Future of Marketing"

FutureNow Post
Tuesday, Apr. 10, 2007 at 5:35 am

Believe What I Do, Not What I Say

April 10th, 2007

I must repeat that line 15 – 20 times per week–generally in the context of analytics, usability testing, focus groups (or limitations thereof) and, of course, messaging and advertising. AMD’s new ad in the Wall Street Journal is an excellent example of how even people who get it still don’t really get it.

Observe as the ad opens- a full page spread, all black, with white text in at least 48-point font:

Saying you’re the ‘World’s Best Processor’ is one thing.

Actually being the ‘World’s…

...continue to read "Believe What I Do, Not What I Say"

FutureNow Post
Wednesday, Mar. 21, 2007 at 6:25 am

What’s New on Your iPod?

March 21st, 2007

ipodSpending a few hours helping the “Mrs.” set up her new iPod Shuffle this weekend made me realize how slack I’ve been at downloading and listening to all my favorite podcasts (Sorry Jaffe).

Here’s what I’m listening to this week:

1) Harvard Business Review Ideacast: Episode 34 (iTunes link)

Tom Davenport and Jeanne Harris, co-authors of Competing on Analytics: The New Science of Winning explain how more and more leading companies are building their strategies around data-driven insights.

(Haven’t read their new book, but…

...continue to read "What’s New on Your iPod?"

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