promise

Source: http://feeds.gawker.com/~r/gizmodo/full/~3/ya3ssH2_cb4/israeli-raid-cancelled-after-very-stupid-facebook-post

If you’re in the military, here’s a tip: don’t put upcoming missions in your Facebook status. You wouldn’t think someone would need to tell you that, but here we are.

A raid on suspected militants in the West Bank was cancelled yesterday after an Israeli soldier updated his Facebook status to read “On Wednesday we clean up Qatanah, and on Thursday, god willing, we come home.” The solider has since, unsurprisingly, been relieved of combat duty for being a moron. He’ll also spend 10 days in prison for his update.

Trying to educate soldiers on the importance of not leaking classified info to Facebook, the Israel Defense Forces have started putting up new posters in bases:

In posters placed on military bases, a mock Facebook page shows the images of Iranian President Mahmoud Ahmadinejad, Syrian President Bashar Assad and Hezbollah leader Sheik Hassan Nasrallah. Below their pictures – and Facebook “friend requests” – reads the slogan: “You think that everyone is your friend?”

I really want to see one of those posters. Anyone in the IDF want to send us a picture? My email address is below. I won’t post it on Facebook, promise. [NY Times]

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Friday, March 5th, 2010 digital No Comments

Branding is still a useful activity? Reach and frequency is still a useful metric?

Source: http://community.microsoftadvertising.com/blogs/analytics/archive/2009/07/06/getting-back-to-basics-why-web-advertising-needs-traditional-media-metrics.aspx

Getting Back to Basics – Why Web Advertising Needs Traditional Media Metrics

posted Mon, Jul 06 2009

by Young Bean Song MSFT

Trying to build a brand marketing campaign without traditional target reach and Gross Rating Points (GRP) estimates is like trying to diet without the concept of calories. The analogy of dieting and advertising works on many levels.

continue reading Young Bean Song…

My response…

RE: “Patty Wakeling, an industry veteran who leads Unilever’s Global Media Insights Group, recently reminded me that in today’s retail environment, the choice between the branded versus the generic option are separated by less than an inch on the shelf. It was a sobering reminder of the power of branding, and why so many companies are willing to spend so much to build their brand equity.” But in the case of Whole Foods’ own store brand, 365, many people perceive it to be better than branded options (or at least equivalent). So they tend to choose to buy the 365 product instead. In other cases, what used to be brand equity/value is now perceived as an undesirable premium. Take another example — the rise and popularity of Trader Joe’s where 80% of the products sold are house brands. Consumers care about the product and its quality and value; consumers no longer care (as much) about the brand that is slapped on the package if the contents inside suck.

A brand used to be a mark or symbol burned onto a cow’s butt to signify what ranch it came from. And if people knew the ranch had a good reputation for raising healthy cows, they would buy the cow. The brand helped simplify the purchase decision. These days, advertisers carefully manicure “brand messages” and shout them at target consumers using various one-way channels such as TV, print, radio, and banner ads. But like Scott Cook, Intuit, said, “A brand is no longer wht we tell the consumer its – its what the consumers tell each other it is.” So branding as we know it (advertisers shouting claims at target customers) is less relevant or even unwanted entirely by modern consumers. And brand equity, which used to be a large, fungible item on the balance sheet (technically known as “good will”) may be far less valuable today. Consumers don’t just take the advertisers’ word for it; they will do their own research and buy what is actually valuable and useful.

Companies that actually develop useful and valueable products or services that consistently deliver on their promise — Apple, Drobo, Zappos, JetBlue, etc. — can even cut out their brand advertsing entirely because their brand IS their consistent delivery on the promise of value and usefulness. For example, has Apple EVER claimed they have awesome design and are easy to use? NEVER! But their products consistently deliver on those 2 attributes. So that’s how modern users would describe Apple’s brand to their friends.

A “brand” is earned over time. “Branding” is no longer a useful activity (and furthermore it is damned expensive — media costs — and ineffective — because it is the advertiser making claims that modern consumers don’t believe, assuming they saw the ad in the first place).

From AdAge — people buying private label, generics, or store brands (quality of which are pretty comparable to name brands)

Private Labels winning the battle of the brands
http://adage.com/article?article_id=134791

What do you think?

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Wednesday, July 8th, 2009 digital 3 Comments

Notes from the Field: Made Up Words; Digital Jargonisms

web potato – the new couch potato

digital natives – the kids who dont know what newspapers are or what linear TV is

digital immigrants – old(er) ad execs who arrived on the island of digital, praying someone would save them from it help them figure it out

professional malpractice – preaching about digital when you’ve never tweeted or facebooked

obd – obsessive branding disorder

twinterns – interns who were hired to twitter

timeshifting – watching TV at whatever-the-hell-time they want

placeshifting – watching TV at whatever-the-hell-place they want

addressable audience – old(er) ad execs thinking digital gives them more tools to target (address) individual consumers with unwanted ad messages

niche-busters – blockbusters but for smaller (niche) audiences

analog dollars for digital dimes – with the greater efficiency and measurability of advertising in digital mediums, for every dollar taken out of analog mediums, only dimes need to be put back into digital to achieve similar or greater effect

I know I am wasting half of my ad dollars; I just don’t know which half — is more like “I know I am wasting 99% of my ad dollars” (banner ad click through rates are generously at 1%, which means the other 99% is known to be, for sure, wasted — no more guessing necessary).

measured media = TV, print, radio — which equals not really measurable at all

(old) branding – the process of systematically duping customers into buying inferior products by mis-information, dis-information, and lying

(new) branding – consistently delivering on the promise of superior products through rapid, customer-driven innovation

re-intermediation – re-insertion of a digital middleman whose job it is to filter, prioritize, and deliver only what is relevant and timely

click farms – banks of low-wage workers who click google ads to earn a living rather than do farming

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Saturday, June 27th, 2009 digital 1 Comment

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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