Follow-up to the Gap logo fiasco

So, in a previous post I talked about my biggest issue with the new Gap logo: they should not have abandoned the old design completely. They should have improved it, but not abandoned it.

AdFreak put together a list of 30 recent redesigns, which is an interesting examination of this design issue.

To me, Burger King, Cisco, KFC and UPS got it right

AOL and Kraft... not so much.

Now here's a twist on the whole issue. The exception to prove the rule if you will. See what Sprint did? They completely abandoned their logo, but with good intention. They redesigned the logo in conjunction with a major rebranding effort, supported with extensive mass media. Remember the pin-drop ads? Me too. The logo was redesigned to support that re-branding. The lesson being: if you are overhauling your brand, you have permission to overhaul your logo in support of it.

But only if you have Sprint money to do so.

SuperBowl Advertising Award Winners

Well, it feels like Boxing Day all over again.

So much excitement was built up about this year's SuperBowl ads, and now that it's the day after, we are left to sort through all the gifts - to spend some serious time with the best ones and to re-wrap the crappy ones and send them back.

Here is my take. Enjoy! Comment. Share. Whatever!

1) Just Plain Hilarious Award:

- Best Buy "Ozzy vs. Bieber" (I mean c'mon, they got Bieber to admit that he looks like a girl!)

1.1) Just Plain Hilarious Runners Up:

- Doritos "Best Part" (he licked the dude's pants!)

- Snickers "Logging" (the actors are dinosaurs, but if you're old like me, you get it)

2) Awesome On So Many Levels Award:

- VW "The Force" (just watch and enjoy)

3) Marketing Fundamentals Award:

- eTrade "Cat" and "Tailor" (because they realize that with advertising, frequency and consistency is key)

4) More Damage Than Good Award:

- BMW "Defying Logic" (yup, this ad defies logic - BMW is successful because they AREN'T from USA... yet they go and do this?!?)

5) What the $&%# Award:

- GoDaddy.com "New .CO Girl" (...is Joan Rivers?!?!? Some things can't be unseen)

5.1) What the $&%# Runners Up:

- GM/Chevrolet "Status" (I get FaceBook, but does anyone REALLY want FaceBook updates from OnStar?... something about that just isn't right)

- Coca-Cola "Siege" (they usually get SuperBowl ads right, but I have to admit, I scratched my head on this one)

6) Taking the 'Sex Sells' Concept WAY Too Far Award:

- GoDaddy.com "The Contract" (I'm at the point where this offends me, so no, I won't go to your site to see more)

and the winner is......

7) The Best Overall SuperBowl Ad Award:

- Chrysler "Born of Fire"

I can't believe I gave Chrysler the highest honour, but I gotta hand it to them. They get TV ads. They understand that with this medium, you have to make a compelling brand promise, make it memorable, and glue it to your brand. I see too many ads that say something funny, but not compelling. I see too many ads that are so generic and bland that I have forgotten them before their 30 seconds are up. I see too many ads that are well done, but we forget who made them.

Chrysler got it all right.

They made a very strong statement, and they made it because they know that if they are to survive, they must appeal to the audience to whom the statement was directed. They made it memorable by conjuring up a new concept - that Detroit is back - and reinforcing it with a striking closing tag line: "Imported from Detroit". Finally, they imbedded the Chrysler brand in your memory by spending a good portion of their 2 minutes on the logo, including a fairly impressive, lengthy shot of a Chrysler grill.

It may not end up saving them, but given the challenges they face and the objectives they were surely given, this is the best possible execution. And it's better than the rest.

Soooooo....? Agree? Disagree?

The 6 "p"s of marketing - open for debate

OK - here's a topic that's surely up for debate: I believe there are 6 "p"s of marketing.

Those of us that studied marketing in university/college some ____ years ago learned the 4 "p"s of marketing: Product | Pricing | Promotions | Place.

The dominance of the internet in the marketing mix has expanded that list to 6, in my opinion. There are articles that talk about 4, 5, 6, 7 and even 8 "p"s, and the words that start with "p" aren't always the same. I've seen 'People' and 'Process' included in many lists, but I don't believe they contribute to the act of creating demand (the definition of marketing) as much as the other categories (open to debate!). I've also seen 'Physical Evidence', described (by valuebasedmanagement.net) as 'the ability and environment in which the service is delivered, both tangible goods that help to communicate and perform the service and intangible experience of existing customers and the ability of the business to relay that customer satisfaction to potential customers.' ... HUH?!?!?

Here's my list:

1. Product (How do you shape your offering to match consumer needs and build demand?)
2. Pricing (How does your pricing strategy support your positioning and generate demand?)
3. Place (Where do you need to be to reach your audience?)
4. Promotions (How do you tell people what you have to offer?)
5. (new) Positioning (What is your reputation? How do people describe your company? Why would anyone buy from you?)
6. (new) Conversations (Are you participating in the conversations that are taking place about you and your industry?)

OK, that last one doesn't start with "p", but I couldn't find an applicable and adequately descriptive word that did. The best I could come up with is "People Talking". Yep, I thought it was lame too. We've got 5 "p"s and a "c". Deal with it.

Social media, in case you were curious, fits clearly into the Conversations category. In fact, it was the catalyst in creating the category. Social media participation is just as important to the marketing mix as promotions or anything else. Deal with it. Embrace it.

LESSON FOR SMALL BUSINESS MARKETERS

As you create a marketing plan for your business, or as you make decisions to help build interest and demand, be sure to consider all 6 marketing categories. Promotions alone, which many businesses confuse for marketing, is insufficient for driving significant demand. You need to be creative and intentional in all 6 categories to be giving marketing the attention it deserves.

It also means you're that much more likely to build demand for your products and services, and what is there that's more important than that?

YOUR TURN

How is your list different, if at all?

Recession's over - how is your marketing positioned to capitalize?

Yes, we've been in a recession.

As I talked about that with clients over the past couple of years, there were two primary responses:

1. "I have no money to spend on marketing - talk to me when the recession is over."
2. "I want to invest in marketing now so that when the recession is over, people will buy from me first."

Both are valid responses, although I'm sure you can guess which one I think is better.

Since the summer started, the TSE has risen consistently (from 11,093 on July 4th to a high of 13,052 on November 7th - that's over 17% growth in 4 months). Since March 2009 (7,567 on March 8th), it's up 72%. I'm thinking things are looking OK right now.

Sooooo....

1. OK, the recession is over, is your business investing in marketing again? How, exactly?
2. OK, the recession is over now, how did the marketing go? Are people buying from you?

The future is now, at least as it relates to the recession. What are you doing about it with respect to your marketing spend?


LESSONS FOR SMALL BUSINESS MARKETERS:

• Marketing in down time is advantageous - just pick the inexpensive tactics!
• Choosing not to market in down times puts you at a clear disadvantage (assuming at least a portion of your competition has decided otherwise)
• Remember, marketing is the art and science of creating demand for your product. If you're not marketing (regardless of economic conditions), no demand is being generated. And without demand...

YOUR TURN

Any marketing success stories from the recession?

Gap: "We have a new logo?"

This is part 2 of 2-part blog about Gap and their recent logo redesign. Part 1 focused on the design itself. This part focuses on the roll-out of their logo redesign.


"We have a new logo!"

"We have a new logo?"

How would you rather announce to the world that you have a new logo?

Gap appears to have taken the timid, experimental, almost apologetic approach to a logo redesign.

In a recent Advertising Age article, Gap's spokesperson: 1) confirmed that the new logo was NOT a joke (as many people believed), but more importantly 2) confirmed that they had planned all along to roll out the new logo by placing it on their North American web site... ONLY.

That's just the wrong way to roll out a logo redesign.

It's as though they're standing outside of the meeting room, sliding the idea under the door, then listening through a glass pressed up against the door to see how people will react.

Now they've gone so far as to: 1) admit it was experimental in nature ("to monitor responses") and 2) write a FaceBook post that solicits new logo ideas!

As though they burst in to the meeting room yelling "Psych! We weren't really going to do this!" when they really were.

Now it just so happens that the design is in fact poor, and that the response has been overwhelmingly negative, so they've paved the way for retracting their new logo experiment without too much invested. But they were setting themselves up for failure by the method of the roll out.

They didn't do anything other than post the new logo on the web site. Their corporate FaceBook page had the old logo. And the challenge page (where you select your country) on the web site even had the old logo!

Exceedingly poor execution of a strategically monumental undertaking, with an overwhelmingly negative impact on their brand reputation.

LESSON FOR BUSINESS OWNERS / EXECUTIVES:

• Create a detailed, coordinated, thorough (internal) roll-out plan (including FaceBook page updates!) for re-branding roll-outs
  
• Have a similarly coordinated internal communications plan
• Have a similarly coordinated media launch
• Announce your new logo with pride and conviction!

Gap goes too far with new logo

This is Part 1 of a 2-part blog about Gap and their recent logo redesign. Part 2 will refer to their execution of the logo refresh. This post discusses their new logo choice.

I am a strong believer in the power of branding and the importance of a branding "refresh". I think, though, that Gap may have missed the mark a bit.

I am mostly interested in your opinion! But first, here's mine:

The first step in a logo redesign, as a part of a branding refresh (logo design is but one of many elements of a branding initiative), is to consider the status of the logo and/or company. For most companies on the planet, a creative new logo with a fresh new look can set a company apart, draw new attention to the business, start conversations and cause refreshed interest in the brand.

There is a handful of companies, though, whose logo has reached iconic status. Nike. Apple. Pepsi. Microsoft.

It is my opinion that Gap is... or was... on this list.

Once you have this status with a logo concept, don't mess with it!

It is possible, and even advisable, to delicately modify or update a logo as part of a branding refresh. Apple removed the rainbow colours, but kept the shape intact. Pepsi overhauled their typeface, but maintained the red/blue sphere.

Gap went a bit too far. They maintained (although somewhat diminished) the blue square. But to me, the uniqueness of the typeface is what established their iconic status. They have abandoned that altogether. They even went with boring old Helvetica font!

Refreshing an iconic logo as part of a branding initiative - OK. Abandoning an iconic logo - not OK.

Imagine Nike abandoning the swoosh. Bad idea, right? Why, then, did Gap abandon the key elements of their iconic logo? To me, they went too far and have created a negative brand experience.

TAKEAWAY FOR YOU:

• When was the last time your business went through a branding initiative - an exercise in establishing (or modifying) your reputation in your market? Chances are you're overdue!
• Your logo is not your brand. Your brand is the series of thoughts, impressions and feelings that are associated with your company name and logo. Do you know what they are for your business?
• Execution of a branding initiative is perhaps the most important part - more on that in Part 2!

NOW TELL ME WHAT YOU THINK OF THE GAP LOGO!

Hey, CEO, nothing you do matters!

C-Suite Executives, Brand Managers, Marketing Directors and Ad Agencies spend hundreds of hours and hundreds of thousands of dollars trying to be clever enough to convince their audience to be interested in their product over someone else's.

Guess what CEO, nothing you do matters.

That's right. All the best ideas you and your marketing people have are no match for the effectiveness (or ineffectiveness) of the grumpy, underpaid, unappreciated staff standing behind the cash register.

Case in point #1.

I was in Fabricland today (yes, I am that confident in my masculinity) and the woman in line ahead of me was turned away, yes turned away, by the cashier.

The conversation went something like this:

Customer: "So, I'm interested in the points program you have for regular customers."
Cashier: "That program expires at the end of August, and you'll have to pay again at that point."
Customer: "So, you're saying I shouldn't bother."
Cashier: "I wouldn't bother."

Here's another way of interpreting that conversation:

Customer: "I'd like to buy what you're selling."
Cashier: "Don't bother."

And the cashier looked a LOT like this person.

I can see them now - all the corporate executives, marketing people and agencies sitting around a table trying to design a loyalty program that is more attractive that the competition's; that will inspire customers to return; that will sell more products. They come up with a program that is so good, people come in the store asking for it.... only to be... yes... turned away.

All the brightest talent working on their best ideas, completely undone by the crotchety, hourly staffer counting the minutes until she can go home.

You've heard it before but you need to hear it again: your front-line staff are the face of your company. They create your brand. They sell your products. They cross-sell. They leave an impression.

Invest in them.

At least give them some scripting about how to address the new loyalty program with customers!

Case in point #2.

Me (at the gas station): "Why would I pay for the deluxe wash instead of the regular wash?"
Cashier: "I'm not sure."
Me: "OK, then I guess I won't bother."

Read my earlier post for the details on this one.


TAKEAWAY FOR YOU

1. Spend some time mystery shopping your own stores. You'll be amazed!
   
2. Spend the 14 minutes it takes to write up some proper training / scripting guides for the front-line staff.
3. Hire better. It's 2010 - lots of people looking for work!
   

Surely you have some examples of really crappy front-line service. Post a comment with your experiences!

First rule of marketing: advertise where your customers shop

I talk a lot about companies that waste money on advertising in markets where only a small portion of the audience is in their target market or worse, to people that aren't in their target market at all.

Here's a previous post about a company that got this HORRIBLY wrong (Lab Safety Supply), very expensively.

Today's post is about a company that got it BANG ON (Pfaff Porsche).

I can hear the decision process perfectly. "Where would our potential car buyers shop? Well, some of them would be on AutoTrader, and they likely did a search for 'Porsche'".

Ah, music to my ears! Much like the sound of their engines.... not like I'd know!

TAKEAWAY FOR YOU:

It's a simple question. The answers you come up with form the foundation of your marketing plan.

Burger King ad - do you like it?

In this ad, Burger King comes right out and admits they stole their new idea from an existing McDonald's product.



I like the honesty and creativity. I like the bravery. I like the fact that their sticking an idea out there and saying "deal with it". I like that they're trying to stick out from the crowd.

There are lots of reasons it's a terrible ideas as well (imagine you're BK's ad agency, and you decide to pitch an idea where you admit on TV that you stole an idea from McD's - oh, to be a fly on the wall), but I'm on the "like it" side.

You?


TAKEAWAY FOR YOU:

• In heavily competitive markets (anyone know one that isn't?), you have to give someone a reason to buy from you as opposed to your competition. BK took a stab at that by offering theirs for $1.
• Copycat product marketing is essentially admitting that you are lesser in some way than your competition. Just be aware of that and address the issue accordingly.

It has started: the death of web sites as we know them!

Check out this online ad for Heineken Light

















Notice anything odd?

1) Prominence of Facebook link
2) ABSENCE of any Heineken brand web address

Not even the slightest reference to www.heineken.com.

This is not the only example I've seen lately. Many brands are using Facebook as their landing page for ad campaigns. And it's not limited to online campaigns - I'm noticing this development on TV too.

Wow.

The power of Facebook.


TAKEAWAY FOR YOU:

Get a Facebook page... NOW! If you have one already, use it more!

Irresponsible advertising - Ford's turn

In recent posts I've called out BMW for irresponsible advertising (talk about one car, show a picture of another, and pass them off as the same car) and Ford for competing with itself.

Well, time to talk about Ford's irresponsible advertising.

In this ad, their headline is: "Ford sweeps North American Car and Truck of the Year Awards"

So, how would you interpret that? To use the word "sweeps" implies that several awards were won, across several categories, and from several reviewers.

But no.

They had one car that won one award in one category, and one truck that won one award in another category. That's HARDLY "sweeping" the awards, as the headline claims. Plus, you can't tell who awarded these titles.

They're clearly trying to create an impression that they win all kinds of awards for their cars by stretching the truth and using carefully selected words to deceive the audience.

Sadly, it's probably working (because the ad itself is so boring that it's unlikely that anyone, other than me, will read the copy).

Doesn't mean it's not irresponsible.


TAKEAWAY FOR YOU:

• Don't try to be something you're not. Let your product/service do the talking.
• Maintain your integrity.
• Maintain your ability to look yourself in the mirror.

Your brand reputation will thank you.

How NOT to ask your customers for their opinion

I received this request to fill out a customer survey the other day, and shockingly, I was NOT inspired to complete it.

I'm sure I don't need to explain why. Here is the invitation (I decided to disguise the company name as ABC):

To All Participants in ABC Program,

The ABC Board has been leading a strategic plan development process with the assistance of an external consultant who is very experienced in this area. At the 2009 AGM, the members identified some key areas of activity. Before moving forward, we would like to gather feedback from all levels within the ABC membership, from members, participants, supporters, and from administrators to volunteers. Linked are the key strategic issues identified by the membership and below is a link to the online survey.

http://www.abccompany.ca/strategic_direction_2010_en.pdf

http://www.surveymonkey.com/s/abccompany

Please respond to the survey by March 12, 2010

Thank you,

ABC Board of Directors

Oh gee, let me stop what I'm doing and take time out of my day to help you, with no indication of how it will help me. I know some companies expect that customers will simply be pleased to provide input for the sake of participating in the process, but there aren't many of those around!

Surveys are hard because you are asking people to spend a specific amount of time, and you want enough people to respond so that you have results that mean something.

In this particular case:

• They didn't tell me how long it would take
• They didn't tell me how I might benefit (do I get the results? improved service? anything?)
• They didn't express any gratitude for my participation or recognition of the value of my time
• They talked only about what they needed for them - completely one sided

Basically, they didn't do anything to inspire me to participate. Good luck!

And they mention that they are getting assistance from a consultant who is "very experienced in this area". If this survey request is any indication, that consultant either a) had no input on the survey request process, or b) has insufficient experience.

THE TAKEAWAY FOR YOU:

When you ask customers for their opinion:

1. Thank them in advance.
2. Recognize that their time is valuable.
3. Tell them how much of their time you need.
   
4. Recognize that their opinion matters.
5. Offer them something in exchange for their opinion (at least a summary of the results, maybe even something valuable, like an entry in a draw or a gift certificate).
6. Keep asking until you get a relatively statistically significant number of responses.
7. Follow up with them afterwards so they know their opinion was received, included and valued.

How to give yourself a BAD reputation

I talk a lot about the importance of effective brand management to my clients, because it's arguably the most important element of your corporate marketing.

Your brand is the collection of words, thoughts and impressions that pop into the consumers' mind when they hear your name. Everything you say or do reflects either positively or negatively on your brand. You could have the best advertising in the world but if your brand image is poor, you won't be successful.

Case in point: McDowell Ovens.

They make bread crumbs. At Sobey's at least, they have great shelf space which, for packaged goods companies, is one of the most important marketing strategies.

But look closely at the package: "For all your bread crumb uses."

Wow - what a revelation! Here I thought I should use bread crumbs for non-bread crumb uses! (that's sarcasm, in case you didn't catch it)

Packaging (and specifically, what you put on the package) is also a key marketing strategy for packaged goods companies. They had an opportunity to write anything they wanted on their package, and they chose that ineffectual statement. This packaging decision damages their brand. All the good they did for their brand by obtaining key shelf space is undone by their packaging laziness.

I bought a competitive brand.

THE TAKEAWAY FOR YOU:

The lesson for ALL businesses (packaged goods or otherwise): please, please, please look at ALL you do (from packaging to answering the phones) and consider whether you are enhancing or damaging your brand reputation.

HAVE YOUR SAY:

Any other examples of exceptionally poor or exceptionally effective packaging?

Avatar as an examination of marketing

According to BoxOfficeMojo, Avatar has grossed more than $1.4 BILLION, and counting! There is no definitive answer at the time of writing this, but production costs for the movie appear to be close to $300 million, and marketing costs close to $200 million.

So, here's a question (for which there is probably no answer):

How much would the movie gross if they had spent less on marketing? Or more on marketing? How much would the movie gross if they had spent less on production (presumably weakening the quality of the product)?

This is a very common question - one that we grapple with all the time. Will more marketing lead to enough sales to earn our money back? Is the product good enough on its own to be successful without extensive marketing?

And here's another thing business owners and marketers need to keep in mind: It's possible that the movie would have grossed, say, $1.25 billion with no marketing, putting them $50 million ahead of where they are now (saving $200 million on marketing but earning $150 million less). Would that mean the marketing was a waste? It's tempting to say yes, but think of all the awareness for the movie and for James Cameron and for Fox that was generated!


All marketing has benefits beyond its direct impact on sales.


Remember that as you consider investing in marketing.


Your turn: What's your guess about the box office sales with more (or less) spending on the product or on the marketing?

Auto industry ads suck, and this auto exec knows it!

There are a few bright spots in the auto advertising business (see Porsche), but for the most part, auto ads suck (see BMW). I have often written/spoken critically about advertising in this industry and to my delight, someone inside the industry is speaking my language.

I am referring to Scott Keogh (Audi CMO), who recognized the fact that most auto industry ads are bland, programmatic and ineffective. Audi broke out of the mold this year in a risky, but crucial attempt to be different, to be memorable, and to be successful.

In this video (it's 8 minutes, so I'll summarize) he gives 3 examples of some truly creative creative that helped Audi stand out in the sea of blandness:

1. A powerful campaign (with impactful imagery) that espoused the virtues of clean diesel and defiled traditional fuels and the oil-producing Middle East.
2. A decision to "buy-out" all the TV spots on the three major US networks during Obama's inauguration... but to also agree to simply sponsor the newscasts and run them commercial-free!
3. A documentary, produced by NFL Films, about the Audi racing experience at Le Mans which they pitched (successfully) to ESPN... before they knew how they would finish in the race!

These are three risky, even radical, approaches to advertising in an otherwise tedious market. In advertising, taking a risk is hard, but it's the best way to create impact.

Turns out that Audi's market share is up, and their profits are growing (that's right, I said profits)! Coincidence?

Another topic I write/speak about often is the importance of creativity (see Apple), and this is a shining example.

Well done Scott and your Audi Marketing team.


Your turn: What are your thoughts about auto ads?

Creativity counts - just look at this Mac ad

In my marketing seminars and engagements I preach the importance of creativity. Marketing ideas, and in particular advertising ideas, need to stand out and make you notice. They need memory glue. They need to be different.

There are lots of examples that work, and this Mac ad is a recent example.















Most online ads take up one location on a web page. Most have some kind of animation. Mac took it one step further by buying TWO prime locations on the page, but then also integrating the ads so they work together.

In this ad, PC leaves the right-hand, vertical spot to participate in what's going on in the horizontal spot, while Mac watches (I'd show it to you, but the ad rotates so if I sent you a link, you might not see it).

Genius.

That creative thinking about how to make people notice really works.

Most ads are noise. This ad is memorable.

And that's the whole point: how can you think creatively about how you advertise or market your brand that makes it truly stand out from the noise?

Think Diamond Shreddies

Think Bic razor billboards (click to view).


THINK CREATIVELY


Your turn: what are your favourite ads that truly stood out from the rest - that were truly creative?

My new favourite print ad.

It's true - a picture says 1,000 words. This ad is from Lazer Bike Helmets.























So succinct. So precise. So effective. So simple. So good.


Your turn: I want your input - what are some memorable SIMPLE ads like this?

Product Management, PGA Tour style!

I'm a golf nut, for sure. I like the PGA Tour and as a golf fan, am paying particular attention to the playoffs right now.

As a marketer, however, I am also taking notice.

This is the third year the PGA Tour has had playoffs, and each year has had a different playoff structure. I was happy enough with the first one, but there was some criticism. To their credit, they made changes as a result. They could have, like many organizations would have, defended their decisions and done their best to minimize the negative impact of the criticism. But they didn't. They took the ideas of the players and fans and made adjustments to design a better "product".

Oh, and by the way, their decision to introduce a playoff in the first place was based on player and fan input.

BCS take notice.

My point here is so simple, yet so often overlooked in the interest of pride: Take input from your customers and stakeholders and make modifications to improve your product.

Don't be like college football.


Your turn: Think of example of companies that said: "I don't care what you think, we like the product the way we've designed it."

Your turn v2: Think of examples of companies that are truly listening to the market and making modifications accordingly.

And where do you think the New Coke / Coke Classic example fits?

Blackberry: the good, the bad and the spectacular

Blackberry's running a new "Blackberry Loves U2" campaign, and I'm not quite sure if I like it or not.






The good:

It's different.

I'm really tired of the "me-too" ad. Too many industries include brands that just copy each other's ads. Watch any car commercial and you'll know exactly what I mean. With the exception of the iPhone, advertising in the mobile market is fairly repetitive. All about features. "My phone has this, my phone has that, my phone flips this way, my phone flips that way". It's no wonder the iPhone does so well - their ads really stand out. Well, now so do Blackberry's. Their TV spot in particular is intriguing to say the least. And it doesn't list one feature.

The bad:

You can't tell what it is. The TV spot shows only U2 in concert, and closes with a "Blackberry Loves U2" teaser line.

OK.

So what!

I'm happy for you that you like U2, but that doesn't do anything for me - the consumer. What are you trying to tell me? What are you trying to sell me? All I can do is go to the dedicated url to learn more. But that's asking the consumer to do quite a bit. The more you ask them to do, the less they will be inclined to do it. I would have at least liked them to tell me what it is they're trying to promote. The ad is memorable, but all I remember is that Blackberry thinks U2 is cool.

The spectacular:

This ad is far from ugly. The production quality is outstanding and if nothing else, you come away from it feeling impressed by Blackberry for such an undertaking. And that's saying a lot. Do something impressive and people will remember you for that reason alone. It's not cheap, but it works. Remember the launch of Windows and the whole Rolling Stones "Start Me Up" thing? I thought you would.


So while there are some holes in the approach, Blackberry is certainly taking a leap. And getting noticed in the meantime. As a marketer, I just think they needed to tell us more while they had our attention.

Agree?

Zellers sets a new standard for terrible

This is www.zellers.com...















So let's reflect on this for a minute...

• Approximately 95% of the space "above the fold" on the home page has nothing on it
• Approximately 75% of that space is just BLANK
• I can't find any sort of catalogue (just the recent flyer) or list of products they sell
• I can't buy anything online
• The home page seems to want to promote their specials, but they don't update it often enough (that Sung promo's been there for a WHILE)

Sure, maybe they want to drive shoppers to the physical store, but COME ON. You mean to tell me that you really don't want any business from the MILLIONS of people that shop online?

The reason I saw this in the first place is I am in the market for a new flat screen TV. Zellers has an electronics department. And TVs are a big ticket, big margin item!

No catalogue.

No ability to shop online.

I took my hundreds of dollars somewhere else.