J. Peterman, A Classic Brand Storyteller, Lives On — Online

If all you know about J. Peterman was the character on “Seinfeld,” you missed out on some great catalog copywriting in the 80’s and 90’s. As a result of the show’s publicity , the company expanded into retail outlets then fizzled out. But J. Peterman still sells online, using the same mystique to sell clothes and accessories, although the stories these days are a little more truncated than they used to be.
But in perusing the site, I came across Peterman’s Eye, described as “a community of curious travelers.” With articles on food, history, travel, politics, other assorted topics, and a very lively comment section.
In an age when brands are scrambling to develop some level of engagement with customers, J. Peterman still shows how great storytelling can really add some flair. Incidentally, Banana Republic started much the same way, which reminds me I have to dig out some of those old catalogs which I threw into a storage box somewhere.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.