Intel Goes Direct To Consumer…Again?

It’s safe to say the most people recognize computers have a processor. And it would be very safe to say that 9 out of 10 consumers, even those who are not technology buffs would say Intel before AMD. So why go through the pain of trying to establish a direct to consumer relationship when you already have one? Tell that to the new Intel spots.

FTR, I think everyone would agree who the entire campaign should have been focused on.

Brand As A System

Today the Duncan Watts theroy of the tipping point being toast came up in conversation, and reminded me of how much I believe in the concept. Good old mass marketing to a system v. targeted viral stuff Gladwell speaks of in his Tipping Point.

There is no longer one point [or person] of entry. Marketers need to understand the system and every mechanism used within that system to start a conversation. There is no more hipster bohemian trendsetter to talk to, get over it.

“A rare bunch of cool people just don’t have that power. And when you test the way marketers say the world works, it falls apart. There’s no there there.” -Duncan Watts

Twitter = Bird Shit

Here is my obligatory Twitter post, thank you in advance. I have been working on a theory with two colleagues that compares Twitter to actual Bird Shit (no connection to the logo)…let me explain.

1. It’s all over the place, and there is a lot of it, it all looks a little bit different, but you can tell what it is

2. Only when it lands on you, or your windshield is it really noticed

3. Some is colorful, other is clear, and most of it contains parts of some unidentifiable else

4. Depending on who (or what) you are following, you might not mind a little shit on you

5. Upon attempting to actively avoid, you know you will get hit

Obviously this list could go on forevers, and please feel free to send your ideas over and I will amend or add to it anytime. For the most part Twitter is not bad or good, imho, it’s just there, and will be gone or mutated dramatically in less than 12mths. Acquired by a larger giant? Turned into an ad platform? Or just so far from its original DNA, its not Twitter anymore, and your birdshit starts to look like a Jackson Pollock painting. This post is too long.

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Prison Tattoo Barbie

It really does not get much better than this…she also comes with at home STD testing kit.

The Chrysler Bankruptcy

There is little to say here, lackluster product, lame leadership and greedy unions got ‘em here. What I will say is get rid of everything and keep the only brand with a chance, JEEP. I hope Fiat can see this clearly and fast. Good luck.

Brand Dilution = The Devil

For a while now I have been saying dilution is going to be the downfall of many brands. As brands and consumers navigate this recession, dilution in any form is pretty much the devil. You can dilute your brand a few different ways:

• Have a huge ass sale. Or employ price as a product strategy.
• Jack up your product portfolio and make shit your brand DNA doesn’t support (Mini USA making bigger cars? WTF).
• Turn to celebrities to make connections (yes, Tiger Woods dilutes your brand).

The list could go on for many more bullet points. The main point is, don’t forget what your brand stands for, and respect the consumers who helped to create your cred and place in the world. It goes something like this: focus on what you do really well, and keep doing it. Just take a gander at the In N Out menu for gods sake. Awesomeness.