July 31, 2010
Mystery shampoo , aka All New Pantene , and all marketers should have learned three simple, yet important, lessons from the teaser campaign that Dove ambushed from right below its nose. Unnecessary statistical claims of superiority invite retaliation When you attack, never lower your guard Teasers extended to long durations expose the brand to risk Having drawn attention with ‘A Mystery Shampoo!! 80% women say is better than anything else’ Mystery Shampoo had invited competitors to retaliate; perhaps it got busy engaging users on social media channels like Twitter – which I notice has its first post on 23 July 2010 – and in promotional events with Neha Dupia etc. that it didn’t anticipate Dove coming up with its cracker of a campaign ‘There is no mystery about it, Dove is the No
July 31, 2010
Shawn Foust is head of the video game industry team at law firm Sheppard Mullin Richter & Hampton LLP.
July 31, 2010
Bloomberg is reporting that social network Facebook will postpone an IPO until 2012. Investors have been speculating that the world’s largest social network — valued at $24.9 billion — would go public sometime in 2011.
July 31, 2010
There are times when a book is the right way to go, and other times when an audiobook is what will make it all work out. I received When I Stop Talking, You’ll Know I’m Dead: Useful Stories from a Persuasive Man (amazon affiliate link) from Hachette Audio, and I’m so glad I did
July 31, 2010
One of the key points we tried to hammer home at our Techdirt Saves* Journalism event in June was the importance of realizing that news organizations are really in the business of building community . So many in the news business focus on the belief that they’re in the “news” business, but that’s never really been the case. The news has always been the piece that brings together a community (and the business of a news organization has usually been to then sell that community’s attention to advertisers)
