I love advertising. There. I said it. I’d rather watch a great ad than just about anything. A 30-second national ad has roughly the same budget, acting quality, directing quality, and production quality of a 30-minute sitcom. A well-crafted 30-second spot tells a short story, with a plot, characters, story arc, and everything else you expect in good communication. Oh, and it sells something. Usually. (Some advertisers forget to sell a product, and some forget to tell a compelling story, but I’m speaking here of GOOD commercials.
[Read more…] about The Language of Advertising.
Advertising
Tone-deaf Branding.
Robert Scoble, God bless him, is willing to tell the truth about Microsoft and Branding. Let’s compare and contrast Microsoft’s and Apple’s branding:
Microsoft: Windows XP Home Edition SP2
Apple: OS-X
Microsoft: Wireless Optical Desktop Pro (keyboard + mouse)
Apple: Apple Keyboard/Apple Mighty Mouse [Read more…] about Tone-deaf Branding.
Hunting Pwospects!
Marketing – or more specifically, the “advertising” part of marketing – is a lot like hunting. In this case, you’re hunting prospects, and not rabbits, but the principles are the same. Hunters have, basically, two types of firearms from which to choose – shotguns and rifles. In marketing, most customers prefer the shotgun approach. Savvy marketers prefer rifles. Here’s why… [Read more…] about Hunting Pwospects!
Banking on Intelligence.
My wife is a brilliant woman. One day I was casting about for a creative idea to use as the nucleus of a website demo, and I asked her for some ideas. (I was stumped.) Out of the blue, she said, “why don’t you create a bank for intelligence?”
Wow.
In a flash, the whole thing hit me. It was a “V-8 moment” if ever I had one. [side note: A friend once started to tell me about a sketch he’d seen the night before, watching “In Living Color” with two guys in a phone booth, as the “Homeboy Shopping Network.” He didn’t have to say anything else – I could see/hear the entire routine in my mind’s eye. This was the same kind of experience. [Read more…] about Banking on Intelligence.
Un-branding.
Okay, here’s the deal. I’ve just returned from a music store today, where I had an experience that I can only describe as unreal. I saw a brand commit suicide, right before my very eyes. Allow me to explain.
In addition to being a marketing guy, I’m also a professional musician. One of the instruments I play is the acoustic guitar. My brand of choice is C.F. Martin. Now, understand, I grew up in the music business. I took up guitar in my early 20s – well after I turned pro, as a drummer. I quickly grew to love the guitar, and went from a pretty nice “starter” instrument (a Yairi) to a Guild (which turned out to be a complete piece of crap) to what became my “ultimate” guitar – a C.F. Martin. I’ve owned several Martins, in the time I’ve been playing. My current instrument is a beautiful HD-35, with herringbone trim, and a three-piece, bookmatched rosewood back. It is a truly wonderful instrument. In those days, Martin made guitars so well, that they used a fixed truss rod in the neck. It couldn’t be adjusted, because you never needed to adjust it. It just worked. Years later, Martin bowed to pressure from those that valued user control over craftsmanship, and began selling instruments with adjustable truss rods. I was sad to hear it, because it took away the edge that made Martin a brand apart. [Read more…] about Un-branding.
The (Un)importance of Being Oscar
I skipped the Oscar broadcast Sunday. I’m not alone. So did millions of other Americans. From what I hear, the ratings were off 10% from last year, which were down significantly from the year before. In fact, Uncle Oscar’s been slipping quite a bit in recent years. For the life of them, Hollywood can’t seem to figure out why.
I think I know.
I’m a red-stater. Proud of it. I’m one of the ones with which George Clooney admits to being “out-of-touch.” At one time, Hollywood proudly made movies that I was interested in seeing. Star Wars (the first one…you know…episode IV), Patton, Young Frankenstein. Monty Python and the Holy Grail. Big budget – small budget – I didn’t care. As long as it was entertaining, I didn’t care if it was a war picture, a western, a comedy, even a love story. Along the way, though, Hollywood forgot about entertaining me, and decided their mission was to indoctrinate me into their cause célèbres.
[Read more…] about The (Un)importance of Being Oscar
Valentines® Day™ (New! Improved!)
Another Valentines Day is upon us. Pardon me whilst I reflect on Valentines Day, commercialism, holidays, and The Meaning Of It All.
I’m not a big “holiday” guy. I like Christmas. Thanksgiving’s okay. I’m partial to Independence Day, since it bookends my birthday. The rest of them seem to be somehow second-tier. Also-rans. Valentines Day was big when I was a kid, as it was an excuse to get hyped up on limitless amounts of candy. Big sugar rush. As I grew older, I realized that Valentines Day (like New Years) was society’s excuse to force you to keep score, relationship-wise. As an adult male, if you were in a serious relationship, Valentines Day is the time you are forced to Be Romantic™ and Do Something Special™ for your significant other. The evil cabal of retailers/media/peer pressure combines to force you to treat this day as sacrosanct. [Read more…] about Valentines® Day™ (New! Improved!)
Tag. You’re it.
Okay, kids, lets talk about hardening of the institutional arteries for a moment, shall we? In business, it seems much of what any industry does is due to inertia – or in plain English “because that’s the way it’s always been done.” Let us turn our attention to the lowly clothing tag, for an example of inertia in action.
<p>Garment tags are generally made of nylon. Why? They weren’t ALWAYS made that way, because clothing tags date back to well before the invention of nylon. Prior to that, I suppose tags were made of silk, and nylon is a much cheaper substitute. From about the 1940s on, however, nylon garment tags have been the standard. </p> [Read more…] about Tag. You’re it.
the Advertising Bowl.
Color me dissapointed. Years removed from the glory days of the dot-com ads, the Super Bowl AdverFest did NOT deliver. What we got were a bunch of derrivative (a nice word for stealing from yourself) ads from Bud, CareerBuilder.com, Pizza Hut, and Pepsi. What we didn’t get were fresh, interesting ideas that would give us all something to talk about around the water cooler today. This year, the game was really more interesting than the ads. Sad.
Spam, Spam, Spam, Spam…
I don’t want to get off on a rant here (with apologies to Dennis Miller), but I feel compelled to say a few words about SPAM. I’m not talking about the all-purpose food from the fine folks at Hormel, nor am I making a Monty Python reference. No, gentle reader, I’m talking about unsolicited email, and nefarious bastards that are behind the practice. Unlike the Feds “we don’t know how to define spam, but we’ll know it when we see it,” I can define it. It is the moral equivalent of 4th class advertising. Unsolicited, unwanted, and unnecessary. Ever wonder why you get so many unsolicited ads in your (snail) mail box? Because they are A) cheap to send, and B) work.
Pause with me for a nanosecond. [Read more…] about Spam, Spam, Spam, Spam…