By Doug Garnett, on April 15th, 2013% Key to marketing success is a disciplined approach to testing ideas and action. After all, marketing writing and consulting is filled with tremendously attractive and detailed theories about action “X”…
Read More: Don’t Test Whispers
By Doug Garnett, on February 18th, 2013% I’m often amazed at how poorly agencies manage their own marketing – especially their own brand. Look across the ad biz and you’ll find a cacophony of agency names in…
Read More: Agencies Need to Be Good Stewards of Their Own Brand
By Doug Garnett, on February 8th, 2013% Funny how names are. A specific type of advertising was labeled “brand advertising”. So the myth developed that in order to build brand, you need to use brand advertising. Except,…
Read More: The Brand Building Power of Product Advertising
By Doug Garnett, on September 17th, 2012% Just about 2 years ago I wrote a post looking at how online success required offline advertising. (Link here.)… But there is a lot of hype about the rate of
Read More: New Confirmation that Offline Advertising Drives Online Success
By Doug Garnett, on August 2nd, 2012% The companies promoting various forms of online advertising spend vast amounts of time pointing out well understood challenges with off-line advertising. But those very same companies are blind to the…
Read More: Web Advertising and the Myth of “Lean Forward Media”
By Doug Garnett, on August 1st, 2012% There’s been a lot of talk lately about store brands competing with manufacturer brands – mostly talking about how store brands are thriving. This is to be expected – both…
Read More: Store Brand? Manufacturer Brand? The Real Issue is Telling Consumers Something Meaningful.
By Doug Garnett, on June 28th, 2012% A potential retail oriented DRTV client once opened our meeting with “this needs to be a top 5 show”. I responded “Why? What is the difference for your business between…
Read More: The Power of Low & Consistent DRTV Spending
By Doug Garnett, on June 28th, 2012% Advertising is far too often driven by lore and anecdote – even when it comes to media spending. So it was refreshing to read Byron Sharp’s latest post “A Little…
Read More: The Power of Low & Consistent Mass Media Spending
By Doug Garnett, on June 8th, 2012% It’s been a crazy week of reports on TV. It started with the extremists predicting nothing less than complete destruction of TV. They report this, of course, with tremendous glee…
Read More: Future TV Skepticism: Why I Don’t Think Apple will Conquer TV
By Doug Garnett, on March 14th, 2012% Recently, a Goldman Sachs executive departing the company authored a letter that was republished by the New York times. If you haven’t read it, it’s worth a serious read. (Link …
Read More: Goldman Sachs Resignation Letter Could Have Come From an Ad Agency
By Doug Garnett, on February 20th, 2012% Let’s define a new term: Creative Correctness. In other words, the tyrannical pressure from a specific view of artistic perfection that turns advertising from a powerful advantage into failure. Creative…
Read More: The Tyranny of Creative Correctness in Advertising
By Doug Garnett, on February 6th, 2012% New media has found one more shiny new bauble… – this time it’s online video. Let the exaggerations and over-statement begin! (Oh, wait, they have…) Don’t get me wrong –
Read More: Setting Reasonable Expectations for Online Video Power
By Doug Garnett, on January 6th, 2012% Far too many “smart” (aka self-conciously cool) agencies these days proudly seek talent from anywhere EXCEPT business backgrounds. They believe, they say, that these fundamental skills for understanding arcane concepts…
Read More: There Is No “ROI vs Brand” Dilemma When You Know Your “Profit Horizon”.
By Doug Garnett, on December 22nd, 2011% It would make sense that oddity website ThinkGeek.com would be intimately familiar with de-motivator posters from Despair.com. It’s just sad that today’s customer rep picked the one that says “We’re …
Read More: “Dude. It’s Not Our Problem”: ThinkGeek.com Blows their Brand This Time
By Doug Garnett, on December 12th, 2011% I get pretty miffed when the “cable cutter” enthusiasts try to argue that online video will drag society out of the depths of depravity found in TV programming. After all,…
Read More: Cable Cutting & Self Righteous Attacks on TV
By Doug Garnett, on November 14th, 2011% With the October edition of Response Magazine, we have released my book “Building Brand with Direct Response Television…“. This book takes an unusual look at DRTV – focusing
Read More: New Book: “Building Brand with Direct Response Television”
By Doug Garnett, on October 25th, 2011% Brand has become the marketing religion of our time and takes on outsized importance in every decision. And that leads to a bunch of lists – each claiming to reveal…
Read More: A Baker’s Dozen Truths About Brands and Brand Advertising
By Doug Garnett, on October 23rd, 2011% There’s something in the water of technology centers in the US that drives an idea that digital media always means revolution. It’s been there a very, very long time. And…
Read More: How is it that Television Keeps Getting MORE Vital, Not Less? (Including Some Surprising Thoughts from Jobs.)
By Doug Garnett, on October 10th, 2011% The “radicals” who envision an internet take-over of the entire advertising world have been telling us for years that TV was dying. But not only won’t it die — it…
Read More: More Confirmation of Traditional TV’s Advertising Strength
By Doug Garnett, on October 3rd, 2011% Watching TV last week, my family was surprised to see an ad come up with Larry King in what looks like an interview format with an 800# underneath. Surprise turned…
Read More: Larry King. A TV Endorsement Sell Out?
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Main Atomic Direct Website
Doug Garnett  Founder & CEO, Atomic Direct
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