Media Influencer

helping people break out of pigeonholes since 2003

Quote to remember

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When a 14 year old kid can blow up your business in his spare time, not because he hates you but because he loves you, then you got a problem.
- Gordy Thompson, manager of internet services at the New York Times in 1993 quoted by Clay Shirky in Newspapers and Thinking the Unthinkable

links for 2009-03-15

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links for 2009-03-13

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links for 2009-03-12

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links for 2009-03-11

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links for 2009-03-10

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Brands are not good for your health

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Two paragraphs explaining why (brand) websites are dead:

Look at this. It’s a Bovril website. With a breath-taking circularity of irony (or perhaps secret plea for help from a web designer), the site’s strapline (and perhaps the brand’s slogan) is ‘give me strength’. And, indeed, what on God’s earth is the point of all this? And who thought it was a good idea (apart from the agency that created it)?

Don’t get me wrong, once you’re there, it’s quite nicely done, graphically interesting etc. But why would anyone ever go there? Even if it wasn’t difficult to use, I still wouldn’t treat it as my number 1 source of information about Bovril itself (that would be Wikipedia), Bovril recipes (is that a thing?) (I’d start in Google and since the site isn’t search engine-friendly, it doesn’t show up), outdoorsiness (ditto, you’d never get there and if you did you wouldn’t stay long because of the thiny veiled comtempt for this audience), or even gurning cows. It’s just bizarre.

Come to think of it, brands are bizarre too. This is what Tom Hopkins has further to say about brands:

But they are a method of communication not an issuer of communication. They are talking points, they are social tokens, they are items of self expression.

I disagree. There is a lot of earnest talking – mostly by marketing and advertising people – about how people want to engage with brands. I certainly don’t want to engage with brands.

I want to talk to – not ‘engage’ with – the person I may be buying things from, or someone who can help me learn more or get me more information about product or service I am interested in. And that is invariably not the brand, with its useless websites, ad and marketing campaigns that interrupt and annoy the hell out of me.

I want to talk to an expert who’ll educate me about food, wine, travel, fashion, cameras, plumbing, perhaps even washing powder, if that’s what I am interested in. And agencies just get in the way of such interactions. Just look what they have done with websites – a pandemic of branded flash-ridden monstrosities, eating load time and bandwidth, with a graphic designer’s wet dream splashing across your screen. Grrrr.

I want to talk to and possibly relate on an ongoing basis with people – individuals, not departments! – within organisations that I might choose to supply me with products and services. My advice to them is know who you are and what you are trying to do, then understand what people – individuals, not consumers! – do and want, and then treat them with respect and understanding. You will get the same in return. That is far more valuable for the long term health of your business (and customers!) than any brand campaign.

links for 2009-03-07

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links for 2009-03-06

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links for 2009-03-05

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Quote to remember

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The World Wide Web sits on top of a turtle, and then below that is an older turtle, and that sits on the older turtle. You don’t have to feel fretful about that situation — because it’s turtles all the way down.
- Bruce Sterling in What Bruce Sterling Actually Said About Web 2.0 at Webstock 09

links for 2009-03-03

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