October 15, 2007
Yesterday morning I was flipping through the Sunday edition of The Seattle Times when I came across this advertisement for The North Face gear at Macy’s.
(In the interest of full disclosure, we no longer work with The North Face — by choice). I know the brand well, having worked on it daily for the past three years. So, naturally, any time I see any TNF marketing material or advertising, I am hyper aware.
But in the end, it doesn’t really matter what I think. What do you think? What does the brand stand for? Where is it headed? Do you own gear from The North Face? Why or why not? Does this ad change your perceptions positively or negatively? If you work for DDB, I probably know what you think. Can’t wait to hear from others.
October 4, 2007
I’ve never voted on American Idol. I never call-in on talk radio. I don’t feel the need for my voice to be heard. Why then, did I take time to vote on what should be done with Barry Bonds’ 756 home run ball? I’m not even that big of a baseball fan.
I have what I like to think of as a finely honed sense of fairness. (My wife tends to call it self-righteous indignation.) Whatever. Still, I was taken by Marc Ecko’s purchase of the home run ball for $752,467. He put up a website asking people to vote on what he should do with the ball. There were three options: 1) Send it to Cooperstown. 2) Brand it with an asterisk, and then send it to the Hall of Fame. Or, 3) Launch it into space. In the end, 47% of the people (including me) voted to brand the ball and send it on to Cooperstown. (See all the results here.)
I love it.
Barry Bonds does not love it. He thinks Ecko is “stupid” and “and idiot” for giving away the ball. I beg to differ with Mr. Bonds. Ecko’s site drew more than 10,000,000 cathartic votes in just eight days. He inserted himself (and his brand) in the midst of a pop culture phenomena — indeed, history — and brought some sense of closure to the mess.
I don’t know how you would have ROI’d this marketing move on the front end, but it sure looks pretty damn smart to me.