Setting Reasonable Expectations for Online Video Power

By Doug Garnett, on February 6th, 2012%

New media has found one more shiny new bauble – this time it’s online video. And we’re bombarded with exaggerated promises of a new marketing utopia. In truth, online video can bring tremendous power – but only if you approach it with your eyes open. . . . → Read More: Setting Reasonable Expectations for Online Video Power

Award Show Skepticism: An “Effie” for Old Spice?

By Doug Garnett, on January 10th, 2012%

I wasn’t entirely shocked to see that the Old Spice social media video campaign had won an Effie – a lot of people in the ad business seem to have decided this campaign was the grand epiphany of social media effectiveness. Except, I’d done some reading about the effectiveness of the campaign and found its [...] . . . → Read More: Award Show Skepticism: An “Effie” for Old Spice?

There Is No “ROI vs Brand” Dilemma When You Know Your “Profit Horizon”.

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 like “profit” get in the way of true creativity. (More on this mis-direction in a future post about an ad biz culture I call “creative [...] . . . → Read More: There Is No “ROI vs Brand” Dilemma When You Know Your “Profit Horizon”.

Cable Cutting & Self Righteous Attacks on TV

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, what are most teens watching online? You can bet it’s NOT Masterpiece Theater or Nature. More likely they’re watching video’s of guys becoming eunuch’s when [...] . . . → Read More: Cable Cutting & Self Righteous Attacks on TV

New Book: “Building Brand with Direct Response Television”

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 on it’s biggest potential power: building brands while driving immediate sales (at retail as well as direct). This book is the result of the past decade when [...] . . . → Read More: New Book: “Building Brand with Direct Response Television”

GoogleTV: “More Returns than Sales” (Logitech)

By Doug Garnett, on November 11th, 2011%

I was skeptical of GoogleTV. It seemed Google fell prey to corporate hubris – believing they could build anything and make the marketplace think it’s valuable. And from the start Google revealed they had no coherent strategy to deliver value to consumers. Instead, announcements made it clear they were in a desperate ploy to steal [...] . . . → Read More: GoogleTV: “More Returns than Sales” (Logitech)

A Baker’s Dozen Truths About Brands and Brand Advertising

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 “the” absolutes of brand building. The following makes no claim about summarizing absolutes. But the more lists I see, the more I love the far [...] . . . → Read More: A Baker’s Dozen Truths About Brands and Brand Advertising

How is it that Television Keeps Getting MORE Vital, Not Less? (Including Some Surprising Thoughts from Jobs.)

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 it makes pretty outrageous claims about technology’s impact. But when it comes to “revolution”, more often than not, human reality keeps getting in the way. [...] . . . → Read More: How is it that Television Keeps Getting MORE Vital, Not Less? (Including Some Surprising Thoughts from Jobs.)

 
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