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 October 23rd, 2012% There’s huge money to be made, apparently, for consultants who project radical future change. In TV, that means suggesting TV becomes a variant of online video. (Really? We need better…
Read More: Challenge the Myths of Internet TV with Reality
By Doug Garnett, on October 15th, 2012% Wave Goodbye to Branded Content MythsHumanity loves watching the truly daring. From NASA projects to high altitude ballooning and trips around the world, my adult life has been paced by…
Read More: Space Jump Gets Viewers. But Does Branded Content Really Fly?
By Doug Garnett, on October 11th, 2012% I wrote my letter today to Tim Cook (CEO, Apple) informing him that, as a result of the Final Cut Pro/FCP-X debacle, starting 11/1 my company will create no new…
Read More: Apple & Application Software…iOS6 Maps Debacle Looks like Final Cut Fiasco
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 September 12th, 2012% I discovered an excellent blog post (link here…) this week about marketers being mis-led by major research mistakes. One of his main examples? How “showrooming” fears have been
Read More: Lets Hold the Panic About Retail Showrooming – It’s Driven by Research Errors
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 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 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 21st, 2012% Much was made of Nielsen numbers released recently that suggested a small drop in homes with multi-channel TV (cable, satellite, etc.). Of course, those wishing to become rich in a…
Read More: Cable Cutting? Census Suggests Just Sharing Households.
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 May 30th, 2012% After all the hoopla of hiring an Apple magician (only magical, of course, because he was at Apple) and the hype surrounding some really odd advertising, why is it that…
Read More: Why Does JC Penney’s Struggle?
By Doug Garnett, on May 24th, 2012% Social media research is one more “fad” that’s sweeping the world. (I even read in Media Post recently that someone at Intel loves it. More on that in a minute.)…
Read More: Social Media Research: Tunnel Vision on Steroids
By Doug Garnett, on April 11th, 2012% A new ad research messiah has appeared with claims that it answers all the most fundamental questions about advertising. (Meaning, mostly, that agencies are interpreting this research to tell them…
Read More: Neuroscience: The Hot New Advertising Research Myth
By Doug Garnett, on March 21st, 2012% By now, you probably know that Burger King is no longer the #2 fast food chain in the US. Wendy’s has jumped ahead and taken over the second spot. In…
Read More: BK Succeeds! …At Proving Bad Advertising CAN Hurt Business.
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 28th, 2012% The cacophony of new media now fully surrounds us. There is no longer an advertising free privacy. (Gosh I miss the good old days.) So we have to get used…
Read More: Ad Fail: Dramamine Ads Cause Air Sickness
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Main Atomic Direct Website
Doug Garnett  Founder & CEO, Atomic Direct
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