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 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 27th, 2012% Landor Associates has just published their top 10 “Breakaway Brands” for 2012 and the list isn’t too surprising. Facebook leads off followed by Keurig, Skype, Amazon, Vizio, Samsung, YouTube, Netflix,…
Read More: Kobalt Tools Becomes a 2012 “Brand to Watch” (An Atomic Client)
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 July 2nd, 2012% The tech theorizers have suckered us into a mythology – the one where the Four Virtual Horsemen of the Tech Apocalypse destroy whatever they touch. So, as soon as someone…
Read More: Research Shows that Smart Phones HELP Retail
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 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 September 11th, 2011% Have you heard the “Jobs Excuse”? When someone introduces a bad idea with “well Steve Jobs says” or “…just like Apple…”. It’s an old name dropping game that hopes to…
Read More: The Good and Bad of Steve Jobs’ Market Research Legacy
By Doug Garnett, on August 15th, 2011% A recent AdAge article quotes Bernbach as saying “The more you research, the more you play it safe, and the more you waste money. Research inevitably leads to conformity.”… (
Read More: Mediocrity: The Biggest Danger to Advertising Research
By Doug Garnett, on June 29th, 2011% I once sat in a meeting discussing a highly successful TV campaign. Underlying the discussion there’s this funny unspoken question from the brand side of the house: “How can it…
Read More: Brand Begins and Ends with Your Products (Or Services).
By Doug Garnett, on June 23rd, 2011%
By Doug Garnett, on May 5th, 2011% For some time, marketing has been dominated by the theory that the way to success is getting your most loyal consumers to buy more. As a result, it’s become popular…
Read More: The New (Old) Truth: Mass Media is the Key to Building Brands
By Doug Garnett, on February 17th, 2011% There was a post on Retail Wire this morning that pondered whether retailers will need traditional research once mobile tracking is “in place”. The question is interesting because it reveals …
Read More: Reading the Fossil Record: Why Mobile Retail Tracking Can’t Replace Focus Group Research
By Doug Garnett, on February 2nd, 2011% Don’t you hate it when facts interfere with a good story? That must be the way Facebook feels today. Scoop is, somebody cared enough about where their money was going…
Read More: Facts, damn facts. Clickthrough Rates (CTRs) for Facebook Ads
By Doug Garnett, on January 18th, 2011% Ad agencies seem unable to resist the idea that there’s a “killer media” out there to fulfill their every dream. And that creates a tremendously dysfunctional business – which dashes…
Read More: Is Coupon Clipping Social Media’s Primary Value to Advertisers?
By Doug Garnett, on December 1st, 2010% …What video content does a shopping consumer need and want?Marketers are encouraged to fill websites with exotic videos made with the most expensive production value. But too often those videos
Read More: Smart Choices Make Online Videos that Drive Web (and Retail) Sales
By Doug Garnett, on November 12th, 2010% In my last post, I noted six hard truths or axioms… I’ve developed about social media. And while these are sobering thoughts, it’s only by facing a medium’s weaknesses that
Read More: Five Reasons Consumers will “Friend” Your Company.
By Doug Garnett, on November 11th, 2010% We’ve been sold the grand myth of social media marketing based on some rather flakey ideas. In particular, the ad biz has somehow convinced itself that the vast majority of…
Read More: “Most Consumers Don’t Want to Be Your Friend”: Six Axioms of Social Media.
By Doug Garnett, on November 8th, 2010% …End-user confusion about drills and drivers is rampant – although the model in this stock photo looks more bored than confused.Tool makers have created a wilderness of product, category and
Read More: Impact Driver or Impact Wrench? Once More Hardware Marketers Hurt Themselves with Names
By Doug Garnett, on November 2nd, 2010% I generally enjoy reading Bob Garfield’s work. So I read his recent AdAge blog post about new media… with interest. In this post he recounts being bombarded in a foreign
Read More: New Media Noise: Living in a Third World Airport?
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Main Atomic Direct Website
Doug Garnett  Founder & CEO, Atomic Direct
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