This was sent to me by my colleague Markendaya. Read it for its touching story, clean navigation, beautiful photography, and life wisdom.
http://www.dayswithmyfather.com
Tuesday, December 15, 2009
Friday, December 11, 2009
Tiger Woods and the death of celebrity endorsement
When I was working at Leo Burnett, I got an assignment to come up with a campaign for Allstate to replace the one that’s running now with Dennis Haysbert, just in case he got hit by a bus or arrested in a public bathroom in Venice, California. At the time I thought, just get another guy.
The problem now for Accenture, Schick, (until recently) Buick and other advertisers who rely exclusively on Tiger Woods is: you can’t get another guy. He is your guy. He’s your brand.
That’s the thing with celebrity endorsement in America today. It used to be a celebrity could stand for your brand because the aspect or personality trait that celebrity possessed which pertained to your brand could be controlled. Now, there is no control. Everything is fair game. There are no rules. And if your brand is tied to that celebrity, you’re at the mercy of the melee. Good luck to you.
PS What does Tiger Woods have in common with baby seals? They’re both clubbed by Norwegians. Sorry, couldn’t resist.
The problem now for Accenture, Schick, (until recently) Buick and other advertisers who rely exclusively on Tiger Woods is: you can’t get another guy. He is your guy. He’s your brand.
That’s the thing with celebrity endorsement in America today. It used to be a celebrity could stand for your brand because the aspect or personality trait that celebrity possessed which pertained to your brand could be controlled. Now, there is no control. Everything is fair game. There are no rules. And if your brand is tied to that celebrity, you’re at the mercy of the melee. Good luck to you.
PS What does Tiger Woods have in common with baby seals? They’re both clubbed by Norwegians. Sorry, couldn’t resist.
Friday, December 4, 2009
Thus Ends the List Experiment
Knowing America likes lists, I built the last few blog posts around lists as a grand experiment to see if it would increase my hits. According to Stat Counter analytics, hits to 100 Words increased 12% in the 12-hour period following immediate postings over previous post rates.
As this threatens to make 100 Words TOO popular, and in order to retain its under-the-radar street cred, it makes sense to return to normal-theme marketing posts. Though I admit, I was tempted to move on to babies and kittens.
As this threatens to make 100 Words TOO popular, and in order to retain its under-the-radar street cred, it makes sense to return to normal-theme marketing posts. Though I admit, I was tempted to move on to babies and kittens.
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