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Branding and Advertising Rants

FutureNow Post
Wednesday, May. 30, 2007 at 9:44 am

Monkey See, Monkey Do Marketing

May 30th, 2007

Kevin Hillstrom’s post “Give Me Someone To Believe In” provides an interesting analysis of some of the recent news on Dell, Best Buy & Circuit City.

I especially liked this part:

Each week, the punditocracy tells us who we should emulate, and why. All too often, their logic is flawed. We shouldn’t copy Dell and their direct-to-consumer model. We shouldn’t copy Circuit City and their “Buy Online, Pickup In Stores” program. We shouldn’t copy Best Buy and their “Customer Centric” approach.

Could it…

...continue to read "Monkey See, Monkey Do Marketing"

FutureNow Post
Wednesday, May. 2, 2007 at 12:13 pm

When A Product Sells Itself

May 2nd, 2007

There’s no need to call out the blue pill in question by name. If it worked for Bob Dole and Hef, surely a bit of competition won’t kill it’s, er, position in the marketplace.

Well, that was drug company Pfizer’s stance before, uh… performance started slipping.

Catching up with the times, said pill is now busy surprising broca with a new ad campaign that’s mostly in gibberish. The New York Times has the scoop:

Pfizer, the world’s largest drug company, offers an answer in…

...continue to read "When A Product Sells Itself"

FutureNow Post
Friday, Apr. 27, 2007 at 12:05 pm

Athletic Math Nerd Seeks Someone To Hum Seinfeld Intro Music With

April 27th, 2007

026_Lucky_nerd.jpgWould you date this person? Most of us wouldn’t.

But the person that would is sure to respond passionately to such a bold headline. According to Fast Company, if you want people to love you, you’d better figure out who’s gonna hate you…

We examined more than 1,000 Match.com ads–from men and women, old and young. Our search yielded headlines like this one: “Hey.” Folks, if your opening line is “Hey,” you better be hot.

Another said “Looking for love.” Well, duh, you’re on…

...continue to read "Athletic Math Nerd Seeks Someone To Hum Seinfeld Intro Music With"

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
Thursday, Apr. 19, 2007 at 11:52 am

Shame on WSJ For Not Asking What Nielsen Is Smoking

April 19th, 2007

The Wall Street Journal‘s (account required) reporters are top-notch journalists. Journalists are paid to ask the right questions. Yet today, while they report that Nielsen is shifting from page view metrics to time-spent metrics, nobody questions the absurdity.

According to the Journal:

“Page views have been a major barometer of a Web site’s popularity and help set advertising rates, but the measure is becoming less relevant. Online publishers and advertisers say page views don’t capture consumer loyalty to a site or reflect the…

...continue to read "Shame on WSJ For Not Asking What Nielsen Is Smoking"

FutureNow Post
Friday, Apr. 13, 2007 at 4:09 am

Imus, Vonnegut & Bigelow Tea: A Saab Story

April 13th, 2007

Kurt Vonnegut, Jr. | 1922 - 3007I assumed it would be a big deal when Kurt Vonnegut died. Still, I don’t think he’d have shared my sentiment.

“People have to talk about something just to keep their voice boxes in working order, so they’ll have good voice boxes in case there’s ever anything really meaningful to say.” -Kurt Vonnegut, Cat’s Cradle (1963)

And there I was, watching the gravity-shifting echo-chamber that is cable news, offering one-way smirks to people with good dentists as they charted fresh, new angles on…

...continue to read "Imus, Vonnegut & Bigelow Tea: A Saab Story"

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
Monday, Apr. 9, 2007 at 3:31 am

Einstein’s Gunfight at the O.K. Corral

April 9th, 2007

wyattearp_from_startrekEinstein would’ve never fired a bullet.

Gunslingers are called in to solve problems–big problems–and gunslingers don’t charge by the bullet, they charge by the size of your problem. Executives are the modern day equivalent of gunslingers.

Einstein’s “Gunfight at the O.K. Corral” would be different. It might go down as it did in Star Trek‘s “Spectre of The Gun“; a victory without firing a bullet. Einstein once said, “If I were given one hour to save the planet, I would spend 59…

...continue to read "Einstein’s Gunfight at the O.K. Corral"

FutureNow Post
Tuesday, Feb. 27, 2007 at 3:03 pm

Does Ziff Davis’s Spam Damage its Brand?

February 27th, 2007

Don’t you hate it when businesses don’t take the word “unsubscribe” seriously? I’ve unsubscribed from Ziff Davis’s Web Buyer’s Guide numerous times over the past few years. Yet they still send me emails, promising the latest in brand awareness-related white papers, case studies, and so forth. Every day–every single day–they send me one these:

Ziff Davis, of the Spamalot Davis's

But what about Ziff’s “brand awareness”?

For me, it’s simple: Ziff Davis = spam. (That’s unfair, actually. I have a far better relationship with Spam. Hormel Foods never tried…

...continue to read "Does Ziff Davis’s Spam Damage its Brand?"

FutureNow Post
Friday, Feb. 23, 2007 at 10:37 am

Who Comes First – Your Customers or Your Advertisers?

February 23rd, 2007

CRACK!

The whip snaps starkly, missing your ear by centimeters, setting the hair on your neck to full attention.

“Create a positive customer experience!” commands your task master. “You must ensure our site visitors can meet their goals and have a positive interaction with our company!”

You mumble something to the effect of, “Yes, oh great one,” and hunker down to create a seamless experience to make customers happy. You’re putting the finishing touches on a carefully planned scenario when…

CRACK!

Neck hairs once again…

...continue to read "Who Comes First – Your Customers or Your Advertisers?"

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