Archive for March, 2012

It’s Time to Re-Humanize Marketing. Four Rules for Humanizing Communications.

It’s Time to Re-Humanize Marketing. Four Rules for Humanizing Communications.

Tweet “I work all day at the factory Building a machine that’s not for me Must be a reason that I can’t see You’ve got to humanize yourself” ~ The Police “Re-Humanize Yourself” Modern marketing is a dizzying maelstrom of micro-trends: digital, addressable, behavioral, social, mobile, location-based, etcetera. With so […]

Paid. Owned. Earned. Blurry.

Paid. Owned. Earned. Blurry.

Tweet Here’s the great irony of the digital age. More people than ever claim to be visionaries. Yet we’re living through the blurriest era in marketing history. The New Media: Ottomans and BBQ Glaze We used to think “new media” meant the Internet. What’s actually going on is a whole […]

The Content Glut: Why It Stinks To Be “King”

The Content Glut: Why It Stinks To Be “King”

Tweet When I started in digital in 1994, nobody imagined the content glut that was to come. The prevailing wisdom was “content is king.” Content owners salivated over the massive new revenue streams just waiting to be tapped. Wall Street, too. What a difference a new century makes. Today, it […]

The Mama Of All Digital Brands

The Mama Of All Digital Brands

Tweet When Mama was born online on March 1, 1995, the web was in its infancy. In HTML 1.0, you couldn’t place text next to graphics. You couldn’t center type. Or use tables, or background colors or patterns. Creatively, there was more you couldn’t do than things you could do. […]

Integrated Case Study: “The Mancession”

Integrated Case Study: “The Mancession”

Tweet When the banking system crashed in 2008, it hit men so disproportionately that a new term was coined: “The Mancession”. Men needed help looking their best to find their next jobs, and I knew Just For Men could help guys get rid of the gray and boost their odds. […]

Just For Men and Match.com

Just For Men and Match.com

Tweet Over the past 20 years, the divorce rate among baby boomers has surged by more than 50 percent. Online dating is now a billion dollar industry. But if you’re new to it, online dating can be daunting. I saw a chance for Just For Men to help, and for […]

Just For Men “Beard Baby”

Just For Men “Beard Baby”

Tweet “He that hath no beard is less than a man.” ~ William Shakespeare, Bearded man. (I believe he also wrote plays.) Hemingway had a beard. So did Karl Marx, and Abraham Lincoln. Zeus himself — the supreme god and ruler of Olympus, thank you very much — had a […]

Just For Men + Monster.com

Tweet asas

J. Peterman, Seinfeld, and Me

J. Peterman, Seinfeld, and Me

Tweet I don’t think I understood much about how advertising really works until I started writing for the J. Peterman catalog. The fact that it was entirely different from ad writing was precisely the point. (Allen Kay, the Apple visionary, famously said “A change in perspective is worth 80 IQ […]