Good catalog copy needs to immerse its reader in an experience of a product they can’t touch. It’s a lonely voice in the wilderness, tasked with selling a product in a few words, at a distance, sometimes with the help of a picture. Sure, if you’re selling copier paper or a toner cartridge in an [...]
Archive for June, 2009
What color is Havana? Or Gypsy?
Posted: June 23, 2009 in Branding, Business, Directed Advertising, Marketing, MisleadershipTags: Banana Republic, Beluga, Brindle, Campmor, catalog copy, Columbia, direct response, Don Staley, Gypsy, Havana, J. Peterman, Jupiter, Merrell, Model Expo, North Face, The Lion's Share, Tom Daniel, Vasque
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Dr. Bronner’s and Thorlo: A tale of two brands
Posted: June 18, 2009 in Branding, Business, Marketing, Value for ValueTags: Dr. Bronner's Magic Soap, THOR-LO, Thorlos
Try this experiment. Go hiking on some back country trail one day and ask every backpacker you meet what soap they have in their backpack and what socks they have on their feet. You might be surprised how many of them say Dr. Bronner’s Magic Soap and Thorlo socks. It wouldn’t surprise me, though. That’s [...]
How to save the NY Times?
Posted: June 9, 2009 in Branding, Business, CRM, Integrated Marketing, Marketing, Marketing Partnerships, Media, PR and News, Relationship Marketing, Value for ValueTags: Amazon.com, Business, dead trees, Kindle, Marketing, micro-payments, newspapers, NY Times, Old Gray Lady, save the NY Times, technology, value
News outlets make news. But to make money, they wrap that news in advertising. Anybody else see a disconnect? As we all know, advertising revenues are down as advertisers shift their dollars to more attractive media channels. And not every newspaper, least of all the NY Times, will be saved by the influx in erotic [...]
What can iPhone apps teach us about price, perceived value and customer satisfaction?
Posted: June 1, 2009 in Branding, Business, CRM, Marketing, Value for ValueTags: Business, customer satisfaction, Gamasutra, iphone, iPhone app economics, iphone apps, perceived value, value
Hi there, everybody. My name is Jeffrey Lee Simons, and I don’t have an iPhone. You see, my fingers are the wrong temperature or something and touch screens only work for me about 20% of the time. You’ve probably seen me at an ATM, stabbing my useless digits at the screen and cursing a blue [...]
