“Blogospheric DNA” Is Healthy For The Brand

Hugh on why he does what he does:

I market Stormhoek to the Blogosphere not because I think it’ll drive up the sales curve, but more because I think coming in contact with “Blogospheric DNA” is healthy for the brand. In return for letting me bore the Blogosphere to death with all my Stormhoek crap, I share my insights I learn along the way with them. I think it’s a fair trade. And if they don’t think so, they can go read someone else’s blog.

Healthy in what way, Hugh does not say. I know from experience that most clients are concerned with sales, even if their agency helpers are not.



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.