Armano To Marketers: Do Something Useful

May 5, 2008 By

David Armano, VP of Experience Design with Critical Mass, writing in Adweek says, “Many advertisers aren’t focused on building the digital applications that people want to use; they’re focused on somehow cramming marketing into them.”
Armano’s way out of the forest:

1) Usefulness.
2) Utility.
3) Ubiquity.

He calls them the “Three U’s of Advertising in the Application Economy.”

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.