arrivederci!

The Art of the Con

We've got a new guilty pleasure around here: AMC's Hustle. It's an even cooler version of Ocean's 11 with more polish, British sophistication and wit. Jim and I discovered it about six weeks ago and are completely hooked.

Interestingly, the characters manage to pull off elaborate long-cons while still remaining endearing and sensitive. They do this by pulling the wool over the eyes of marks your mother would even hate. They tend to rob only nasty, greedy people with a penchant for lies and deception. In one episode they walked away from a con because the mark seemed to have grown a heart of his own (in the process getting conned themselves). Yes, yes, the grifters are still stealing (don't ruin it for me)...but the show is fabulous nonetheless.

Looking for a little harmless fun yourself? Check out the site to learn the lingo and some of the oldest cons in the book. Don't be a sucker. Tell TiVo to grab a season pass of this excellent series. You won't be disappointed.

Big Mac Attack. (The Other Kind)

For those of you not in the know, I love my shiny electronics. From iPods to the BMW 3 series, if it's wrapped in a sculted metal frame and requires power to run it I've probably drooled over it once or twice. And once I'm convinced your product is genius I'm a longtime brand evangelist.

Although today I write this post from a gleaming Apple computer, I wasn't always a fan of the Mac. As a designer I'd used them for years until I finally found myself in an all PC studio. Not a Mac in sight - and I didn't even miss mine that much. Several years later and we've got our own business using exclusively Macs. So how did I get from that moment in 2002 to being the die-hard Mac fan I am today? Two words: excellent products.

The old adage is in fact true: once you go Mac, you never go back. If anyone has usability down pat - it's Apple. This bad boy almost does my work for me it makes it so easy. Last year we finally converted to an all Apple environment. And life couldn't be more grand. My system doesn't crash. I can open any file from any platform (yes. it's true.). I can check cross-browser functionality without ever firing up a PC. And because the thing is so aesthetically pleasing I actually look forward to using it every day.

But this post isn't really about Apple. Its about brands and how our relationships with them change over time. My conversion wasn't easy, but I'm so very grateful I took the leap. When you find a good product its only natural to share that goodness with others. Some of us become brand evangelists - sharing our love of a brand with all who will listen (or are too slow to run away). I'm one of those people, and when I love your brand everyone within earshot (eyeshot?) will know. It's the best form of advertising, but the toughest to obtain.

Think about the restaurants you frequent, stores you prefer or pants you dutifully buy. Has your relationship with the brand itself evolved over time? How did the company win you over? Have you always been a fan? Did someone recommend it to you? You might be surprised to discover your answer. And you find a product you can rely on, like my beloved Mac, don't be shy about telling a friend. You just might turn them on to something great.

New Blog Case Study: AskPatty.com

Over at BlogCaseStudies.com, I just posted a premiere case study of AskPatty.com, an automotive advice site for women. The president, Jody DeVere, took the time to pass on some information to me after I wrote about their site on Brandstorming.

BlogCaseStudies is a new blog I created to showcase the best of blogging. It is free for promotional use to any blogging consultant who wants to strut their stuff. My hope for the site is it becomes a reference for blogging consultants trying to sell clients on the power of business blogging. Please contact jdurbin@durbinmedia.com if you're interested in posting a case study.

Product Placement Hitting the Bookshelves

Adrants and seemingly every other voice chimed in against Cathy's Book when word of it hit the web this summer. Editors were urged not to review the book, and readers encouraged not to buy it. But now, as the book starts hitting shelves, consumers will have to decide for themselves if they are ready for product placement in literature.

Cathy's Book prominently integrates Cover Girl makeup in its pages in exchange for promotion of the novel on a Procter & Gamble web site. Critics say this crosses the line between recreation and entertainment. But one could argue otherwise. Ever seen a sporting event? Uniforms, stadiums and fields themselves are adorned with well-known brand logos. Oversized plasma screens show commercials during the event. It's called sponsorship. In this case, the book was originally written without specific brand allegiance, and Cover Girl was mentioned by name only after an agreement was formed.

Cathy's Book is a glimpse into the future of multi-platform entertainment. Especially when you factor in the content and goals of the book itself. The novel is actually a rich interactive experience, complete with web sites and URLs for readers to visit at key points while reading. Thus taking the journey both on and offline. The question is whether teen girls (who are already bombarded with brand messaging) will mind or even notice the CG references. I've read dozens of book in the last year that have mentioned fashion brands and designer items by name, for free. At best, it's a win-win for all parties. At worst, it was an experiment for the rest of us to learn from.

Can "Less Is More" Work On Air?

We discussed "blinks" a few months back. These are one-second radio ads currently being promoted by Clear Channel. The buzz is rising again as marketers try to apply them to their own brands. To help, a new format has been introduced: the adlet. Adlets are 5-second spots peppered in with blinks or advertising spots of more traditional lengths. But so far, only Fox has stepped up to buy any of these micro-ads.

The real issue at hand is brand awareness vs. affordability. The more brief a spot, the less costly it is and therefore the more appealing it might be to an up and coming advertiser. If you happen to have the Homer Simpson "D'oh!" in your stable of brand icons, consumer recognition is extremely high. But for a relatively new brand, or one without immediate familiarity with an audience, these short spots can fall on deaf ears.

The varied format lengths were created out of creative necessity. TV viewers and radio listeners often endure lengthy commercial breaks and typically channel surf during that time. To keep revenue and audience retention high the shorter formats were introduced.

It's far too early to tell if it will be widely accepted. But in the near future, I believe it still works best for iconic brands that are simply trying to reinforce the image they've invested so much to create.

You Got The Coffee. Let Me Add The Sugar.

Dubbed "Awkward Hug," this spot created by Arnold Worldwide deserves mention for it's ability to make us all feel uncomfortable. It's a memorable pitch for McDonald's current promotional pricing for coffee. See it here.