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FutureNow Post
Monday, Dec. 17, 2007 at 4:17 pm

The 2007 Marketing to Women Awards

December 17th, 2007

Every time I see a great marketing to women effort, I do a little happy dance. Literally. My dogs give me a concerned look — afraid, perhaps, that I’m having a severe muscle spasm — but it does my heart good. This year I’m starting a new tradition. I want to congratulate all the companies and marketers who have prompted my happy dances. So, here they are…

The First Annual Marketing to Women Awards

Best TV Commercial — “Maxx Moments” by TJ Maxx.…

...continue to read "The 2007 Marketing to Women Awards"

FutureNow Article
Tuesday, Dec. 11, 2007

The 7 Deadly Claims (Part 3) — “Most Experienced”

December 11th, 2007

Paging Dr. Nick...If you’re having heart surgery, experience matters. In that type of situation, visions of potential mishaps spring forth and we naturally look to experience as the surest path to loss prevention.

But what about more run-of-the-mill situations or markets? Is experience still our top criteria when selecting a carpet cleaner? A baby-faced pilot might worry passengers, but would a baby-faced piano tuner inspire the same concerns?

For most of us, the answer is “no.” Typically, the lower the stakes, the less experience…

...continue to read "The 7 Deadly Claims (Part 3) — “Most Experienced”"

FutureNow Post
Wednesday, Dec. 5, 2007 at 8:25 pm

Happy Hour Branding: Dewar’s Toasts to “Repeal Day”

December 5th, 2007

dewars_repeal_day2.jpg75 years ago to the day, U.S. citizens, in the midst of the not-so-roaring 1930′s, had their spirits lifted after a thirteen-year drought, otherwise known as the 18th Amendment. The nation’s prohibition of alcohol had backfired miserably.

Score one for supply and demand.

Indeed, prohibition was the best 21st birthday present our government could’ve possibly given to Al Capone. The mob made a killing on illegal booze. Lucky for them, too. Back in those days, all a wise guy had to do was…

...continue to read "Happy Hour Branding: Dewar’s Toasts to “Repeal Day”"

FutureNow Article
Wednesday, Nov. 28, 2007

They’re Suave, They Sprint, They’re “In The MotherHood”

November 28th, 2007

Leah Remini in a new roleHave you ever tried to get a coffee stain out of a cashmere sweater? It’s not easy. In fact, I’ve given up trying, and have instead decided to bill the replacement cost to the fine folks at Suave and Sprint. It’s all their fault. I was watching their original online webisode series, In The MotherHood. This isn’t just giggle-to-yourself funny. It’s laugh-out-loud, spit-coffee-all-over-your-sweater funny.

Lots of folks have predicted short-form webisodes could have a huge future on the Internet. But I haven’t…

...continue to read "They’re Suave, They Sprint, They’re “In The MotherHood”"

FutureNow Article
Monday, Nov. 26, 2007

7 Deadly Claims (Part 1) — “Superior Customer Service”

November 26th, 2007

There’s a great paragraph in Gary Klein’s book, The Power of Intuition, that explains everything you need to know about the pitfalls of branding claims. It provides a two-part litmus test for substantive, credible claims — and even tells you how to quickly spot unsubstantiated claims that threaten to drain the credibility right out of your copy. Here it is:

“The defining feature of information is that it reduces uncertainty. If I say that I want our company to be profitable this…

...continue to read "7 Deadly Claims (Part 1) — “Superior Customer Service”"

FutureNow Post
Wednesday, Nov. 14, 2007 at 12:34 pm

In (Mild) Defense of Firebrand

November 14th, 2007

The advertising-as-entertainment, “live” (but not really), model-hosted, YouTube-ish site Firebrand.com just launched its beta site, and it definitely could be worse — especially considering its ambitious value proposition. Basically, Firebrand’s counting on becoming a destination spot for entertaining commercials, and the only people who might tell them they’re wrong — at this early stage, anyway — are are those who remain at least part-time singers in the choir to which they’re preaching.

When I first heard of the site, I said…

...continue to read "In (Mild) Defense of Firebrand"

FutureNow Article
Monday, Nov. 5, 2007

A Few Questions for CVS

November 5th, 2007

CVS caregiver campaignDear CVS,

I recently saw your “Caregiver” TV commercial. I also went to the website you created for the campaign – ForAllTheWaysYouCare.com. The website has a place for caregivers to post their stories and enter a contest to win cash and a trip. I applaud you. These stories really are inspirational and authentic. But I was curious what this promotional contest has to do with CVS. So I clicked on the link to your TV commercial to watch it again.

Here’s the copy…

...continue to read "A Few Questions for CVS"

FutureNow Post
Thursday, Oct. 18, 2007 at 11:56 am

Pushing vs. Flirting: When Repeat Repetition Doesn’t Sell

October 18th, 2007

Ever get the feeling that your marketing sounds like a broken record? If so, do you ever get the feeling that your marketing sounds like a broken record?

If so, maybe there’s good reason for that. Maybe it does (sound like a broken record).

Your company’s website is always on. It’s always there, speaking on your behalf. And it can get old quickly. Sometimes, it’s best to play it cool. Be yourself. Don’t try to pick up every customer you meet. If…

...continue to read "Pushing vs. Flirting: When Repeat Repetition Doesn’t Sell"

FutureNow Post
Monday, Oct. 8, 2007 at 8:11 am

Michael Dell’s Lousy Investment Advice

October 8th, 2007

“What would I do? I’d shut it down and give the money back to the shareholders.”

Michael Dell said that about Apple 10 years ago.

Pretty, pretty…bad advice!

Philip Elmer-DeWitt reports:

Apple’s (AAPL) market capitalization today is more than double that of Dell (DELL):

Apple: $140.4 billion

Dell: $62.27 billion

But don’t shed a tear for Micheal Dell. According to a list of the 400 wealthiest Americans published last month, his net worth is more than triple Steve Jobs’.

Michael Dell: $15.5 billion

Steve Jobs: $4.9 billion

I’m not crying for…

...continue to read "Michael Dell’s Lousy Investment Advice"

FutureNow Post
Friday, Oct. 5, 2007 at 3:35 pm

Sony’s HD Commercials are Brilliant (even on YouTube)

October 5th, 2007

sony_bravia.jpg

Sony’s ads for its Bravia High-Definition LCD televisions are brilliant — in every sense of the word. If you haven’t seen them, I’ll let the videos speak for themselves. And that’s the point. They say everything you need to know without actively selling you anything but color.

Now, consider the dumb irony of Sony’s challenge: They’re trying to sell you a new HDTV through your current TV. If you own a Hi-Def model, you’re already seeing vivid colors. If you’ve got,…

...continue to read "Sony’s HD Commercials are Brilliant (even on YouTube)"

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