Advertising News and Know-How
By David Burn
I was pleased to learn Seventh Generation, the nation's leading brand of non-toxic and environmentally safe household products, is blogging. Then I read their "About" copy, and found it hard to go much deeper. The Inspired Protagonist is Seventh Generation's voice, reaching out, to inspire the few who will inspire the many, bringing wealth and well-being to all who live and are about to live (seven generations) on …
Continue Reading about Kind Company’s Blog Not Sustainable →
By David Burn
Ad Age has a piece on storytelling's place in the marketing wheel. Storytelling in a business context is not about telling stories just for the sake of it. Rather, as rational and physical features are becoming easier to imitate, authentic storytelling is becoming a growing source of competitive power. All companies have authentic raw material: genuine, real-life episodes that can be used in the continuous …
From The Newark Star-Ledger: The mayor of a small Bergen County town is calling for a McDonald's boycott if the fast-food chain does not take down a Spanish-language billboard advertising iced coffee. Bogota Mayor Steve Lonegan said the advertisement is "offensive" and "divisive" because it sends a message that Hispanic immigrants do not need to learn English. "The true things that bind us together as neighbors and …
Continue Reading about New Jersey Mayor Says “No Me Gusta” Spanish Language Ads →
By David Burn
"We are moving away from phones as tools to phones as companions," Elise Levanto, Nokia's senior consumer vision manager told Business Week. This may be true in Helsinki, but companions need to be alive, at least where I come from. I'm getting a bit chafed by all the "let the brand be your friend" rhetoric I'm hearing. Brands are not friends. Friends are friends. This is a pretty sweet looking phone, however. …
By David Burn
If I'm reading the New York Times right, viral videos are no longer cool. They've been adopted by one marketer after another, and now they've even caught on in Cincinnati. For decades, the Procter & Gamble Company was perhaps the most staid and traditional national advertiser, rarely approving advertising that deviated from tried-and-true formulas. Now, as Procter begins exploring the wild world of so-called viral or …
Continue Reading about Folgers Does The Microsite/Viral Video Dance →
Ad Age takes a closer look at changes that are coming to TV ad spending: Come November, Nielsen Media Research will begin delivering average commercial ratings per program with measurements backdated to the start of the season. The figures will be in a format buyers can crunch much more simply than the minute-by-minute data available through Nielsen systems. "Agencies and clients have charged us with proving that …
Continue Reading about Is the Ad Industry Ready For Nielsen Ratings For TV Commercials? →
By David Burn
I like when people get excited about the business: To be a winner, you have to believe. No, not just believe. If you're going to win, you have to totally and completely give yourself over to the cause of your client. You’re not a shill. You’re a communicator. You’re not selling...or even simply entertaining. You’re showing people how to improve their lives. Ultimately, the client’s product is the answer. It’s up to …
In today's New York Times, (you may need to register to see this), Theodora Stites writes about the vast array of online social networks she belongs to. I log on to my Friendster, Facebook, MySpace and Nerve accounts to make sure the mail bars are rising with new friend requests, messages and testimonials. I am obsessed with testimonials and solicit them incessantly. They are the ultimate social currency, public …
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