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Fashion Gossip: Versace Denies The Spice Girls?
07.31.07 | No Comments
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On Monday, Britain's Daily Mirror reported that Donatella Versace had been commissioned to personally design over $800,000 (US) worth of character-specific outfits for The Spice Girls upcoming reunion tour in...
Microsoft + Digg
07.26.07 | No Comments
Category: Uncategorized

Digg founder Kevin Rose made a brief but momentous post on his blog yesterday, announcing that Microsoft was now the exclusive ad provider for the premiere social news service. While more than a few have commented on what this will mean in the near term, I haven’t seen as much attention paid to what this might mean for Microsoft’s AdCenter platform and its customers. Digg announced a while ago that they would be extending the service to product and restaurant reviews which will be a very compelling offering for marketers. While too much of the content voted to prominence now focuses on wacky pictures and fringe politics (mixed with great tech news), the real potential of digg comes into play when it can help users not just find what’s what’s massively popular, but also discover peer-vetted niche areas of content. And as great a tool as it potentially could be, it becomes extremely compelling when integrated with the Window Live Services. While it is great that Google Maps now includes reviews when it can find them, a consistent and comprehensive review source such as the diggnation would be much more predictable, and in the long term, reliable. The same kind of potential can be seen when looking at Search or MSN Shopping as well. Combined with earlier Facebook agreement, Microsoft is doing more than gaining eyeballs, they are advancing a smart web strategy.

Fashion Designer Profile: Chip and Pepper
07.24.07 | No Comments
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Who doesn't love Chip and Pepper Foster, those dynamic twins from The Style Network's hit show, 'The Look for less'? We don't know the answer to that question, but with...
D-I-Y Tutorial: Shrinky Dink Jewelry
07.18.07 | No Comments
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We were inspired by Alex + Chloe's 'Only Moss in Our Woods' necklace, which features a large pendant with Kate Moss's face on it. As much as we seriously LOVE spending...
Hypochondria on viral marketing
07.16.07 | No Comments

Advertising Age’s “What’s Plaguing Viral Marketing” is an interesting counterpoint to the excitement about viral marketing. Based on conclusions of research that discounts the importance of “influencers”, the article presents the idea that marketers are headed in the wrong direction focusing on finding the few people with disproportionate influence that will transform a campaign into a phenomena. It is true that majority of such campaigns fail to catch on, and too many marketers try to catch lightning in a bottle with me-too tactics that have worked for others without considering that what worked for sneakers might not be right for pet care. But this article goes even farther based on what I am sure is a very elaborate computer model. Tom Hespos gives a good overview on why creative shortcomings might be responsible for most viral campaigns falling short, versus concluding that good ol’ mass marketing is what brands should consider (which is oddly enough what the article seems to suggest). I think there is an even bigger hole in this line of thinking, however, and it is based on the assumption that influencers are solely individuals that interact with one community.

Without knowing the ins and outs of Mr. Watts’ model, and drawing on the experience that we have from creating and planning campaigns that get picked up and spread by users all the time, I can say with confidence that it over-simplifies the real world landscape by a large margin. First, the idea that that an influential individual is “several times” more influential than an average consumer is bizarre, considering that an “ordinary” person may or may not blog, and if they do, their average readership is usually less than 10. Most of the bloggers that marketers target have audiences in the tens of thousands or even millions, which would seem to indicate there is a large magnitude of difference between the model and reality. If this difference is because the research uses a flat, peer-to-peer network as its basis, fine, but the article should have mentioned it. Also potentially misleading is the idea that marketers focus on finding individuals as opposed to groups or communities. A person who’s opinion carries weight in one community might be meaningless in another, or may be regarded as scripture in yet another. Knowing what to place where is often more important than who, and only by having a comprehensive understanding about how different communities (vs individuals) feed each other can marketers change viral from hit-or-miss to a key part of their strategy. Users will embrace great ideas, and the challenge is having them in the right format at the right time, not so much hitting up the same .1% of the population over and over again (or hiring a network of people to chase them, for that matter). I don’t know many people in marketing who really believed that if you found the 10 super-influencers you could collect your check and go home, but it is a stretch to apply an abstract model to a much more complicated environment.

Real Life Style Star #7: Codi April Maxwell, Age 12
07.16.07 | No Comments
Category:
Hometown: San Antonio, TX What She's Wearing: Cowboy hat from Claire's, shorts from Gap, top from Melrose and boots from Payless Shoe Source. Favorite Brands: Tommy Hilfiger, Aéropostale, Gap, MUDD, Guess. Where She...
Advertising Age - CMO Strategy - Rethink Your Web Strategy or Fail
07.11.07 | No Comments

Advertising Age - CMO Strategy - Rethink Your Web Strategy or Fail is a great article addressing many of the oft-overlooked realities of online marketing. And while I strongly agree with 90% of what Nilofer Merchant has to say, I do differ on a couple of her “Best” and “Worst” examples (none of which, thankfully, are clients). Craigslist, a questionable inclusion to begin with (not really being a marketer, and a proud holder of “.org”), has revolutionized local advertising by being simple and easy to use- the “all text” interface that it is criticized for has not dissuaded millions of users from embracing it. True, it is in no way elegant, but the for-users-by-users feel is one of its strongest brand assets, and has let it succeed where many cleaner, slicker and flashier commercial properties have failed.

However, my larger issue with the top 3/bottom 3 is the attempt to draw an apples-to-apples comparison between widely varying categories and types of sites. What the “Best” share in common is that they are all services/ecommerce sites or apparel manufacturers (and in the case of Threadless, both). Threadless and Amazonall have enormous inventories, and having customers rate, share, and organize the selection based on personal interest is the only viable option, and one where they can take a relatively “product neutral” stance. I.E. “I don’t care if you buy a Sony or a Canon camera, as long as you buy it from me and come back”. Nike, Converse (owned by Nike), and Lego all reside in a space where customization is key to their category, have a short manufacturing cycle, and have enough sway that they can sell direct to the consumer. The Panasonic and Nikon “Worst” sites, on the other hand, represent an entirely different category. Customization from an appearance standpoint, in electronics is much farther down the list of consumer considerations than apparel, and the products themselves are have a much longer, more involved manufacturing cycle. Also, because they are created by manufacturers that are not in market leader positions (like Nike) their ability to own the consumer without ticking off retail partners is limited. Threadless, by seamlessly (pun intended) incorporating community content, digg integration, and strong social network tools is definitely a model to look to, but one has to keep grounded in product, manufacturing, and most importantly, consumer realities.

Item of the Day: Famous Stars & Straps Bikini
07.10.07 | No Comments
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We hope everyone has been enjoying Summer as much as we are! Now that we're hitting mid-point in the season, we figured that it just may be time for everyone...
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