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Branding and Advertising Rants

FutureNow Article
Wednesday, Feb. 14, 2007

2 Simple Steps to Finding Your Website’s Voice

February 14th, 2007

Icon___Mask.jpgWhen you have a conversation with a human being (as opposed to having a conversation with a cat, which if you’ve ever owned one, you know how well that goes) you get a sense of that person’s personality. The clothes they wear, their tone of voice, how they move, the words they use – all of this gives you insight into who the person is.

Every website visit is a conversation. Think about it. The web is an interactive medium. Every…

...continue to read "2 Simple Steps to Finding Your Website’s Voice"

FutureNow Post
Friday, Feb. 9, 2007 at 12:14 pm

The Promise of Interactive Advertising?

February 9th, 2007

When I read Walt Mossberg is at an industry event, and asking questions no less, I stop and pay attention. After all, his “new” column on personal technology (16 years, and counting) in my local paper (WSJ) is one I read regularly. The question he asked screamed to me:

Walt Mossberg [Courtesy of WIRED]

When will the online advertising industry actually deliver on its outstanding promise of the last decade to present the right ad to the right person at the right time? When will we…

...continue to read "The Promise of Interactive Advertising?"

FutureNow Post
Wednesday, Feb. 7, 2007 at 4:14 am

Touchdown! GoDaddy Discovers Online Conversion

February 7th, 2007

According to’s recent Super Bowl ad, “Everybody wants to work in marketing.”

Why’s that? At GoDaddy, marketing these days means parties, champagne, t-shirts, and… transparency. And so we say, “you’re welcome.” (I’ll explain later. In the meantime, we should congratulate GoDaddy CEO Bob Parsons for getting his metrics straight. The Magic Kingdom awaits your arrival, sir.)

In a guest piece on AdFreak’s Super Bowl blog, Parsons responded to critics of GoDaddy’s not-so-shocking-for-the-00′s ad–replayed no less than three times, mind you–with some equally…

...continue to read "Touchdown! GoDaddy Discovers Online Conversion"

FutureNow Post
Thursday, Jan. 11, 2007 at 9:34 am

AdAge on Viral Campaigns…

January 11th, 2007

Scott Donaton’s latest article over at AdAge touches on something I wrote a while back, after the fiasco.  He astutely writes (emphasis is added):

As with ads in any medium, those that work are those that start with an insight, show an understanding of their target audience, and have an authentic, relevant connection to the brand. Those that don’t smack of having been produced because someone wanted to do a viral video to please himself, his boss or his board. They’re the…

...continue to read "AdAge on Viral Campaigns…"

FutureNow Post
Wednesday, Oct. 11, 2006 at 1:41 pm

Utterings of the Truly Desperate

October 11th, 2006

Insideadnaus_1From USA Today "Product Placement – You Can’t Escape It"….

"Marketers are saying, ‘We must be more innovative — to zig when others zag,’ " says Richard Notarianni, executive creative director of media at ad firm Euro RSCG.

"The industry is desperate to find clever ways to reach people, whether or not it has any legitimate value. … When someone says, ‘Let’s put advertising in bathroom stalls,’ another says ‘That’s great. It’s a captive audience.’ "


No space is too odd. US…

...continue to read "Utterings of the Truly Desperate"

FutureNow Post
Tuesday, Oct. 3, 2006 at 10:12 pm

The Future of Consumer Research

October 3rd, 2006

No sooner than Jeffrey Eisenberg posts his rant about the state of consumer surveys do we get another authorative glimpse into the future of research from our brilliant strategic partner Michele Miller.  Check out what she writes over at Inc.

Companies like Yahoo (NASDAQ:YHOO), Pepsi (NYSE:PBG), and Best Buy (NYSE:BBY)  now realize the methods they used to mine  for information in the past were often unproductive and inefficient. The pressure-cooker atmosphere of a group of strangers in an unfamiliar setting, combined with…

...continue to read "The Future of Consumer Research"

FutureNow Post
Monday, Oct. 2, 2006 at 9:27 pm

Survey Takers: Do They Have An Agenda Or Just Too Much Time?

October 2nd, 2006

We’re not usually big fans of marketing data collected from surveys. We’ve written about it several times. We often find the methodologies flawed, the questions suspect and the respondents even more suspect.

AdAge just published an article that confirms what we’ve been saying. Jack Neff wrote about it in “Consumers Rebel Against Marketers’ Endless Surveys: 30 Top Industry Execs Gather to Discuss ‘Opinion Fatigue’ Crisis“. The article is disturbing especially the following:

“VNU’s Nielsen Media Research has actually seen respondent rates rise…

...continue to read "Survey Takers: Do They Have An Agenda Or Just Too Much Time?"

FutureNow Post
Sunday, Oct. 1, 2006 at 1:09 pm

Large Agencies Take It On The Chin

October 1st, 2006

Persuasion Architect Holly Buchanan wrote a post titled "Do We Need More Women and Minority Hiring in Advertising?" on her blog. She takes on the subject without regard to political correctness. I’ll give you an excerpt below. You decide if it is worth reading the rest.

"One – if you’re talented, you’re in advertising, and you’re a minority – go the big agency route if you want – but also look at the smaller shops that are doing amazing things and blowing…

...continue to read "Large Agencies Take It On The Chin"

FutureNow Post
Wednesday, Sep. 20, 2006 at 6:43 pm

Is Your Service In The Toilet?

September 20th, 2006

Seth Godin took a couple of pictures that tell a bigger story about customer service, customer expectations and customer experience. Read his post and think about how you can improve your customer’s experience.

...continue to read "Is Your Service In The Toilet?"

FutureNow Post
Thursday, Aug. 31, 2006 at 11:50 am

Quotes to Ponder: Best Practices

August 31st, 2006

"Imitation is the sincerest form of collective stupidity."—W. Carroll (Bill) Munro, marketing director, PepsiCo

"Don’t give me best practices, they are yesterday’s news. Give me emerging practices, they are tomorrow’s news."— paraphrased from Barry Diller (I believe).

Can anyone help validate who said the second one?

...continue to read "Quotes to Ponder: Best Practices"

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