http://changeorder.mintz-hoke.com/ Change Order: Change is the order of the day. en-gb http://changeorder.mintz-hoke.com/article.php?a=148 As we come into the dog days of August, adults often conjure images of how great it was when you were a kid, when summer seemed to last forever. Today, summer passes in the blink of an eye. First it's Memorial Day, then it's Fourth of July; and al http://changeorder.mintz-hoke.com/article.php?a=147 Is it me, or does it seem as though every major consumer brand is coming up with a "viral" campaign? You can't make great viral campaigns happen. Many appear forced and/or are trying far too hard. The best ones grow and evolve on their own, witho http://changeorder.mintz-hoke.com/article.php?a=146 It's almost inconceivable to believe that not too many years ago doctors made house calls. They'd turn up with their little black bag and stethoscope to check on patients. Imagine that happening in '08! Today it's extremely difficult to ge http://changeorder.mintz-hoke.com/article.php?a=145 Father's Day has just come and gone and it's a good time to do a little introspective thinking on the subject of how fathers are portrayed in television. For years, fathers have been portrayed in various television sitcoms and commercials as bungl http://changeorder.mintz-hoke.com/article.php?a=144 Everywhere you turn today it seems as though pessimism abounds; in everyday conversations, news, the economy or the environment. It's all about doom and gloom. Talk of the dreaded "R" word is pervasive. Some pundits are hinting about a depress http://changeorder.mintz-hoke.com/article.php?a=143 John Fogerty's song in Bull Durham, Centerfield , is a great song within a classic scene in one of the all time best baseball movies. Everyone has begged their coaches to "put them in, because they're ready to play." Think about it, how ma http://changeorder.mintz-hoke.com/article.php?a=142 After having been in business for close to three decades, you can almost predict what's going to happen in the business world. The minute there's an economic downturn or talk of a recession, companies start to cut back on their branding efforts http://changeorder.mintz-hoke.com/article.php?a=141 Is it possible to redefine a "commodity" category? After all, a commodity is a commodity. But not so in the airline industry, especially those carriers in the United States , where they are doing everything in their power to bring their prod http://changeorder.mintz-hoke.com/article.php?a=140 After watching a lot of sports over the past few months it seems to me that Gatorade and Nike either exchange notes, copy each other and or are in a secret deal with each other. Their marketing and advertising efforts are eerily similar. They both http://changeorder.mintz-hoke.com/article.php?a=139 Some random thoughts while sitting in the Radisson in Kalamazoo , Michigan , after a productive new business meeting. There is nothing like the high of a new business pitch. It is what makes the communications business great. The new Av http://changeorder.mintz-hoke.com/article.php?a=138 Everywhere you look these days you'll see a brand or brand name attached with "Air." After all, air is essential to our very well being. It's the one thing you just can't do without. It seems like marketers subscribe to this thinking in th http://changeorder.mintz-hoke.com/article.php?a=137 As I write this blog offering, I'm at the witching hour - the time period when lunch has been digested and you need a jolt to kick it up a notch to make to through the rest of the day. The dreaded afternoon lull now has a name - The Snickers Re-Powe http://changeorder.mintz-hoke.com/article.php?a=136 I was searching for some low hanging fruit in order to tee up my latest blog offering. I had a couple of breakthrough ideas but had to parking lot them. Searching for inspiration at the 60,000 foot level I realized the creative bucket was empty http://changeorder.mintz-hoke.com/article.php?a=135 As the dreaded "R" word becomes increasingly more likely, it becomes imperative to distinguish your product in relevant ways to maintain "engagement" with your customers. Constant innovation is the only way to stay ahead of recessionary pressur http://changeorder.mintz-hoke.com/article.php?a=134 Every once in a while when you're thinking about what to write about you often need to look in new directions for inspiration. Many times my son, Rob, gives me the impetus to investigate a topic to chat about. This happened over the holidays wh http://changeorder.mintz-hoke.com/article.php?a=133 It's often said that this is the most wonderful time of the year. And, it certainly is in many different aspects of our lives. However, after viewing literally hundreds of holiday ads, it is anything but wonderful. You might recast http://changeorder.mintz-hoke.com/article.php?a=132 It is with interest that I plan to follow the latest PR crisis management plan in action for Countrywide Financial. That brand is in a world of hurt as is most every brand in the mortgage space. They've hired the venerable ol http://changeorder.mintz-hoke.com/article.php?a=131 It is with much fascination over the past couple of weeks as I've watched the complete overhaul and transition of a couple of local paint stores. Almost overnight, they were converted from local independent paint stores to what I would call a quasi http://changeorder.mintz-hoke.com/article.php?a=130 Not only is Michael Vick in serious trouble, but Michael Vick the brand faces a very similar fate. For all intended purposes, the Michael Vick brand has already been tried and convicted. It is going to the brand graveyard. One by one his http://changeorder.mintz-hoke.com/article.php?a=129 How many television series have there been that have nailed professions or people dead on? Taxi , Cheers , Newhart , Frasier , ER or any " Law " franchise come to mind. The Office is great satire on the machinations of the business wo http://changeorder.mintz-hoke.com/article.php?a=128 Being a marketer, you read and hear so much today about that there are no television shows that appeal to a wide demographic. Of course, American Idol may be the one show that reaches almost every conceivable demographic, both male and fem http://changeorder.mintz-hoke.com/article.php?a=127 It seems like everyday there's more and more business-to-business or business-to-channel advertising. Everywhere you look; it's a lot more visible than it was back in the days of just the Wall Street Journal or Forbes, Fortune and Business W http://changeorder.mintz-hoke.com/article.php?a=126 Recently I spent a weekend in Florida and South Carolina taking in the Player's Championship on the PGA Tour in Ponte Vedra, Florida, and a NASCAR Race at the venerable old track in Darlington, South Carolina. It was a great time spent with http://changeorder.mintz-hoke.com/article.php?a=125 It is utterly amazing to see how many new product innovations are merely product line extensions in disguise. Everywhere you look brands are looking to extend their reach in their own category or in adjacent categories. Some are looking for that elu http://changeorder.mintz-hoke.com/article.php?a=124 You've got to hand it to 7- Eleven. Two of their recently announced promotions have to go down as some of the most unique and creative promotional efforts that I've seen in quite a while. It was reported recently across a number of different me http://changeorder.mintz-hoke.com/article.php?a=123 We've all heard about the value of second chances, but everywhere you turn these days across every conceivable media or medium, it's all about our second life. This is even more exacerbated as the first set of Boomers turned 60 last year. http://changeorder.mintz-hoke.com/article.php?a=122 Everywhere you look today and or hear in the news or over a business conversation, there's one topic that's sure to come up - user generated content. Whether it's the user created Doritos ads in the Super Bowl and or the daily rant about youtube.com http://changeorder.mintz-hoke.com/article.php?a=121 Is there nothing left in the sports world that won't be "revenue maximized?" Two of the last "non-marketed" bastions of sports are now being marketed with signage and potential naming rights. The elegant beauty and simplicity of http://changeorder.mintz-hoke.com/article.php?a=120 Is there any category that has exploded more than the vodka category? It seems to be brand extension mania! They are going to run out of fruit flavors soon. When purchasing some Absolut this past weekend, I saw where Absolut was introducing their la http://changeorder.mintz-hoke.com/article.php?a=119 I wonder if Winston Churchill would be amused or annoyed if he knew of all the brilliant quotes and witticisms attributed to him that he never actually wrote or said. I'll answer my own question. I think he'd find the assumption that any clever st http://changeorder.mintz-hoke.com/article.php?a=118 It was with much surprise that I've seen hand written signs at all of the local Starbucks throughout Connecticut announcing the arrival of breakfast sandwiches. The announcement was without the usual Starbucks fanfare. After further investigation I http://changeorder.mintz-hoke.com/article.php?a=117 Back in December, it seemed that everywhere I turned I saw the King - The Burger King mascot. I wrote at length about how he creeped me out. He's back!! Hasn't he already had his fifteen minutes of fame? You would figure that I'd be safe from him w http://changeorder.mintz-hoke.com/article.php?a=116 Just when you think that broadcast TV has reached the lowest point, along comes another series that lowers the bar further. Premiering on Wednesday on CBS is "Armed & Famous." You've probably seen the promos - it seems like they run every other comm http://changeorder.mintz-hoke.com/article.php?a=115 Who shrunk my Wall Street Journal? The WSJ has gone digest on me. Just when I get used to the old Journal it goes and changes on me.Not for the good either. It looks and feels cramped. It seems harder to read for my 50 year old eyes. There are more http://changeorder.mintz-hoke.com/article.php?a=114 Some would say that it is the most wonderful time of the year, but in the advertising world that is certainly up for debate. Every year in early December you can count on the return of the infamous Clapper and Chia Pet commercials. Who hasn't gotten http://changeorder.mintz-hoke.com/article.php?a=113 I've come to believe that culture is at once the most powerful, and least easily perceived, influencer of human behavior. Like gravity, which is one of the four fundamental forces controlling the universe, culture is an all-pervasive web of attrac http://changeorder.mintz-hoke.com/article.php?a=112 I drive an Audi Allroad. It's what you'd describe as a sporty station wagon. It's my second one. It's the perfect car for me. It's so perfect, I can find no other vehicle that even comes close. Believe me, I've looked. Audi is no longer going to http://changeorder.mintz-hoke.com/article.php?a=111 My colleague Wayne Waaramaa, who is aware of my fascination with neurobiology, sent me this link to an article in CIO magazine discussing how the human brain physically reacts to change. Not too well, it turns out. http://www.cio.com/archive/0 http://changeorder.mintz-hoke.com/article.php?a=109 Gregg Easterbrook, in his book The Progress Paradox: How Life Gets Better While People Feel Worse, makes a compelling argument that people's anxiety intensifies as social and economic well being improves. Thus the paradox. Whether you buy the unde http://changeorder.mintz-hoke.com/article.php?a=108 I was a college student in the early 1970's. This was the golden age of goofing off. First, you had a full range of social and political issues to distract you from the core curriculum, aided and abetted by the radical professoriate ("In solidarity http://changeorder.mintz-hoke.com/article.php?a=107 Despite living in a TV/Cableworld with more channel access than ever possibly imagined, many of us won't see tonight's San Fransisco/Seattle game. After years of being able to see almost every NFL game, The NFL is now showing a limited number of gam http://changeorder.mintz-hoke.com/article.php?a=106 At this time of year thoughts turn to the Three Wisemen or commonly called the Three Kings - Caspar, Melchior and Balthasar. Given today's marketing blitz, room should be made for a fourth King - The Burger King! He is flat out everywhere. I'm sure http://changeorder.mintz-hoke.com/article.php?a=105 We've gone far too far this time! Recently schools in Cheyenne, Wichita, San Jose and recently the Willett Elementary School in Attleboro,Mass. have banished tag during recess. Could it be that they don't want their kids to have the stigma of being http://changeorder.mintz-hoke.com/article.php?a=104 Anyone who missed the dotcom run up in the late 90s should have been in NYC last week at the yearly Advertising and Technology extravaganza that is Ad:Tech. Not since late 2000 have I see so many engaged young people in black, and felt the air a buz http://changeorder.mintz-hoke.com/article.php?a=103 Take the time and check out a great read - in fact a series of articles in this week's Marketplace section of the Wall Street Journal. The series is entitled "Still Made in the USA." It chronicles companies that still manufacture products in the goo http://changeorder.mintz-hoke.com/article.php?a=101 For any recruiter, but especially those of us in idea businesses, Dan Pink's talk at last week's Worldwide Partners meeting in Montreal was good stuff. Pink's book A Whole New Mind predicts what skills we'll value more http://changeorder.mintz-hoke.com/article.php?a=100 From Slate Magazine: "A new book of Hemingway arcana, Hemingway and the Mechanism of Fame: Statements, Public Letters, Introductions, Forewords, Prefaces, Blurbs, Reviews, and Endorsements (2006), demonstrates that when self-promotion is done http://changeorder.mintz-hoke.com/article.php?a=99 The sports world has lost total control. It's time to call in a 911 for the industry. They've gone too far this time. TV and Media far too often dictate the ballgames we watch. Living on the East Coast like I do often means staying up past midnight http://changeorder.mintz-hoke.com/article.php?a=98 Just as I was dropping off in front of the TV the other evening, I was jolted out of my seat by another one of those VW crash commercials tagged "Safe Happens". My wife and I simultaneously echoed the reaction of the girl in the spot "Holy - - - - http://changeorder.mintz-hoke.com/article.php?a=97 It's Friday and I'm already beginning to wonder how many times I'm going to see a Manning in a tv spot this weekend. On Sunday if you go more than five minutes and don't see Peyton and or Eli pop up, you're doing really well. Enough is enough. Can y http://changeorder.mintz-hoke.com/article.php?a=96 Who could have predicted back in the early 80's that the ESPN brand would travel as far as it has in its branding life cycle. As one product hit maturation another one came along to take its place in the introduction and growth cycle. First is was E http://changeorder.mintz-hoke.com/article.php?a=95 This week's Brandweek talks about the announcement that the California Raisin Marketing Board is breaking a new campaign this week called "Wise Choices." The selling premise behind the ads is one of "raisins being the convenient snack for healthy http://changeorder.mintz-hoke.com/article.php?a=94 Today is the day that many toy retailers and consumers have been waiting for all year. On its 10th anniversary, Mattel is introducing the next brand extension of the long running line of Elmo's. Called the "T.M.X." Elmo, the product hits the streets http://changeorder.mintz-hoke.com/article.php?a=93 After 28 years of buying television air time based on who is watching the programs, beginning this Fall 2006, I will be one of the first buyers to purchase air time based on who is watching the commercials. How exciting to be a part of this histori http://changeorder.mintz-hoke.com/article.php?a=92 It was with much introspective thought that I read Peggy Noonan's column in last Saturday's Wall Street Journal. Reading the Journal in the comfort of my own home in my favoritewell worn leather chair helped set the stage for absorbing what she had http://changeorder.mintz-hoke.com/article.php?a=91 It is with interest that I watch the new Discover Card campaign that features consumers "releasing" their cards to cut the strings from their present credit card companies. It is an interesting concept in that hundreds of dancing scissors have the h http://changeorder.mintz-hoke.com/article.php?a=90 How many of you have toyed with the idea of going back to school? Admit it, there is a certain allure of thinking about going back to school and immersing yourself in business cases in an academic setting. Perhaps it would be the Darden School at th http://changeorder.mintz-hoke.com/article.php?a=89 You know it can't possibly keep up, but the spots from Capital One just keep getting better. I saw a new one last night that featured a husband and wife going "south" for their honeymoon. Way far south, as in the South Pole. Lots of visual sight gag http://changeorder.mintz-hoke.com/article.php?a=88 Turn on the TV today and you're sure to find either the AFLAC "Duck" or the Geico "Gecko". You either love them or hate them. They are everywhere and across every conceivable daypart. Geico will spend well north of 450 million dollars in advertising http://changeorder.mintz-hoke.com/article.php?a=87 Whether Senator Lieberman's defeat in this week's Democratic primary can be attributed to bloggers is under debate. But there's no question that, in addition to influencing individuals directly, blogs have become cogs turning the wheel of traditi http://changeorder.mintz-hoke.com/article.php?a=86 Two current viral marketing campaigns worth noting... If you spend your evenings surfing the back waters of the Internet, you are probably thinking, "oh SoaP...that is so done", but for those of you with lives beyond the 1024 x 768 screen, here i http://changeorder.mintz-hoke.com/article.php?a=85 Before all you diehard Yankee fans fly off the handle, let me explain. This is not about Jeter the ballplayer. This born and bred Red Sox fan respects everything that Derek Jeter is all about as a ballplayer. He is a once in a lifetime player who is http://changeorder.mintz-hoke.com/article.php?a=84 If you lived through the 70's, you experienced one dreadful car after another. Auto manufacturers were putting out junk. Who can ever forget classics like the Plymouth Duster or Horizon, the Mercury Bobcat or the ill fated series of AMC cars - the J http://changeorder.mintz-hoke.com/article.php?a=83 Somebody once said - I used to think it was Ernest Hemingway, but now I'm not sure -"Writers are people who write." This was the sort of seemingly moronic minimalism that got the big guy in a lot of trouble. The political climate within the arts an http://changeorder.mintz-hoke.com/article.php?a=82 If you work in the communications business, and you haven't read Blink yet by Malcolm Gladwell, you better think about grabbing a copy to take along on vacation. Gladwell may have coined a contemporary term with The Tipping Point , a very good bo http://changeorder.mintz-hoke.com/article.php?a=81 Here's an NPR piece on aninteresting take on impact of the Internet on marketing. http://www.npr.org/templates/story/story.php?storyId=5563401 http://changeorder.mintz-hoke.com/article.php?a=80 The use of intriguing creative mediums seems to evolve on a daily basis. For example, you may have recently read that CBS intends on stamping 35 million eggs with its logo, and playful messages, to promote shows in its fall line-up. Relax, it's not http://changeorder.mintz-hoke.com/article.php?a=79 A.O. Scott, film critic for the New York Times , thinks the current disconnect between the judgment of reviewers and box-office receipts is part of a natural cycle. http://www.nytimes.com/2006/07/18/movies/18crit.html?th&emc=th . He thinks it will http://changeorder.mintz-hoke.com/article.php?a=78 Doesn't it seem like the business world gets tougher and tougher each day. Not to mention longer and longer. With all of our technology upgrades and tools, it seems as though we somtimes don't have enough time to go around. Making the time for those http://changeorder.mintz-hoke.com/article.php?a=77 Two events over the weekend caused me to pause to think about marketing to the boomer crowd of which I'm a card carrying member. Having breakfast at a local breakfast joint, the place was jammed with boomers starting their day - all of whom were rid http://changeorder.mintz-hoke.com/article.php?a=76 I have always thought that Philips Electronics brand position and campaign theme 'Sense and Simplicity' is really smart. It's a great way to differentiate a brand in a category that plays a constant game of catch-up. I thought it well worth taking n http://changeorder.mintz-hoke.com/article.php?a=75 The World Cup is almost over - just the big game to go. One imagines that sometime next week sponsors will start the task of evaluating what they actually got for their millions. Boardrooms will be full of nervous marketing exec's justifying their http://changeorder.mintz-hoke.com/article.php?a=73 In what was bound to happen at some point, there is now going to be another Rao's. The venerable Italian eatery tucked away in Harlem that is nearly impossible to get into now will have a sister restaurant. Following in the footsteps of Lutece, Aure http://changeorder.mintz-hoke.com/article.php?a=71 Well it was bound to happen sooner or later...it would seem sooner. Today NBC announced they will be promoting their fall lineup on YouTube.com. A year plus a few months old, YouTube.com has proven that increased bandwidth penetration does http://changeorder.mintz-hoke.com/article.php?a=70 When I was buying a case of Beck's the other day, I noticed that what's old in beer is now new. Beer brands of old are back in a big way. The very brands that your grandfather and father drank. Rheingold, Schaefer and Pabst have space in the beer coo http://changeorder.mintz-hoke.com/article.php?a=68 For the last few months Andrew and I have been discussing next generation websites that become your “broadcast channel”. Witness Rocket Boom , a daily three-minute online newscast, that debuted on October 26, 2004. Now 300,000 “t http://changeorder.mintz-hoke.com/article.php?a=67 When you think blimps, the first brand that comes to mind is the Goodyear blimp. The original that you remembered flying over sporting events in the 60's. In recent years, Outback Steakhouse with the Bloomin Onion I and Met Life with Snoopy I &amp http://changeorder.mintz-hoke.com/article.php?a=66 Summer is upon us and it's time to think about summer reading books. Books that you can't just seem to put down. If it's thrillers you're looking for, you can't go wrong with Joseph Finder's books. His latest book is called Killer Instinct. His http://changeorder.mintz-hoke.com/article.php?a=65 C’mon – two guys in lab coats blasting each other with geysers of ingredients found in every vending machine – what’s not to love about that? It’s the perfect summer phenomenon: A viral video in which two very cr http://changeorder.mintz-hoke.com/article.php?a=64 Following up on the success of Toy Story, Finding Nemo and The Incredibles , can Pixar and its charasmatic leader John Lasseter maintain the magic touch now that they are officially within the Disney brand? Everything that Lasseter has touched i http://changeorder.mintz-hoke.com/article.php?a=63 OK, I loved the WSJ story about the Hong Kong bus rage incident now called Bus Uncle. I wasn’t surprised a guy got so frustrated with a loud cell phone conversation that he asked the guy (using the polite “Uncle” address) in f http://changeorder.mintz-hoke.com/article.php?a=62 As this year's upfront market has shown to be clearly evident, the battleground over the effect of DVR technology on advertising rates is growing more and more contentious. According to Nielson, over 11% of the television households in the U.S. hav http://changeorder.mintz-hoke.com/article.php?a=61 For someone who spent far too much time in my formulative years watching TV, I was saddened to learn that the actor who portrayed Colombian coffee icon Juan Valdez is hanging up his poncho. For 37 years, he has roamed the hills of Columbia in search http://changeorder.mintz-hoke.com/article.php?a=59 If you really want to feel old, then consider this year's crop of college graduates. Chances are they don't remember life before CNN, MTV and the Internet. They probably didn't sit through the commercials or run to the record store to buy the late http://changeorder.mintz-hoke.com/article.php?a=57 An effective brand identity can only grow out of a company's intrinsic nature. It must be firmly grounded in genuine attributes, in what makes us the kind of company, and people, we truly are. But sometimes a company's brand stewards have an i http://changeorder.mintz-hoke.com/article.php?a=56 I've been a freelance copywriter for years. I've been a copywriter at an agency for more. So I could talk about the myths of freelancing (you work whenever you want) and the myths of agency life (you don't have to worry where you'll next job will http://changeorder.mintz-hoke.com/article.php?a=55 Free booze. Mingling with your cohorts. Trashing other agencies' work (in the nicest possible manner). Going home with cute little statuettes for yours. What's not to like about award shows? Well, for starters, there's the food - limp salads with da http://changeorder.mintz-hoke.com/article.php?a=54 Just like the Bill of Rights, these Essentials of branding are pretty self-evident. But that doesn't make them easy to implement. In fact, the hard work of running a company worthy of premium brand status is both the heart and the challenge of the w http://changeorder.mintz-hoke.com/article.php?a=53 Sure, the Mini and I-Pod have had obvious impact. But look at P&G , who's CEO wants to make the company "number one" in product design globally. Their new Kandoo brand of kid's bathroom products has my son running to the bathroom every ten minutes. http://changeorder.mintz-hoke.com/article.php?a=52 To search for and identify recurring patterns within highly complex systems is a happy pursuit shared by scientists, economists and brand managers alike. Having been actively involved in developing, stewarding and revitalizing brands for over twent http://changeorder.mintz-hoke.com/article.php?a=51 You never know where your next great idea will come from. . . Check out "In-Sleep Advertising" from emarketer. http://www.emarketer.com/Article.aspx?1003900 http://changeorder.mintz-hoke.com/article.php?a=50 Accepting a new post within an ad agency. Relocating. Having your first child. All major, life-changing events. Now try putting them all within a couple weeks of one another. I did...and have managed to survive by ingesting obscene quantities of Mou http://changeorder.mintz-hoke.com/article.php?a=49 Every year in late January the New England media - and Red Sox fans everywhere - celebrate the departure of the team's equipment truck from Fenway Park , bound for Florida . This front-page event signals that spring training is right around http://changeorder.mintz-hoke.com/article.php?a=48 A permanent fixture on my bulletin board is a portrait of Winston Churchill. As the only person I know who has actually read History of the English Speaking Peoples , as well as all six volumes of The Second World War , I'm clearly an unabashed a http://changeorder.mintz-hoke.com/article.php?a=46 What's up next in 2006? How much more convergence can there possibly be? What new medium or media will rule the day? 2006 will be all about more challenges. Many in the communications business constantly worry about becoming irrelevant and http://changeorder.mintz-hoke.com/article.php?a=45 TV has changed forever, finally and thank goodness. Case in point, the announcements this week of the TiVo / Yahoo alliance, followed by the NBC and CBS decision to offer commercial-free streams of popular shows for 99 cents. TV is finally shaking http://changeorder.mintz-hoke.com/article.php?a=44 The Importance of Content Distribution. Perhaps because of the conversation circling through Interactive and PR these days, I keep seeing the critical link between PR and Search. Yesterday it was the idea of "search aftershock", http://changeorder.mintz-hoke.com/article.php?a=43 Moving from the age of interruption to the age of engagement. Today started with the "Age of Engagement, A Point of View" presented by Cindy Gallop, former Chairman BBH, and James Surowiecki, writer for the New Yorker. The focus o http://changeorder.mintz-hoke.com/article.php?a=42 Kicked off by a woman in fairy costume (wings included), this years Ad Tech opened with hyperbole. The biggest tech event in the history of the world, 8,000 particpants etc. The wings it turned out were for a lunchtime event involving costumes and http://changeorder.mintz-hoke.com/article.php?a=33 Why has product design returned to the forefront of marketers' consciousness? Sure, the Mini and I-Pod have had obvious impact. But look at P&G , whose CEO wants to make the company "number one" in product design globally. Their new Kandoo brand of http://changeorder.mintz-hoke.com/article.php?a=20 There's an old donut shop in Avon called Luke's. Founded by a guy named Luke, as it turns out, who literally had a revelation from God while standing on that exact spot telling him to build and run a donut shop. Which he did. It was a good tip from http://changeorder.mintz-hoke.com/article.php?a=28 Everyone knows and remembers Ticonderoga No. 2 pencils. We learned to write with them. They were our only companions during stressful SAT exams. We filled out countless blue books with them during our college years. They remain a fixture throughout http://changeorder.mintz-hoke.com/article.php?a=32 The latest issue of BtoBOnline.com has a great article by Richard Karpinski about what he calls "word-of-mouth" marketing. It's as good a label as any for the newest communications methods, blending newly developed online strategies with longstand http://changeorder.mintz-hoke.com/article.php?a=31 Both sides of the battle over Justice Sandra Day O'Connor's replacement will focus heavily on influencing the media and elected officials via blogs and email. Organizations like Planned Parenthood and Focus On The Family will be supplying individual http://changeorder.mintz-hoke.com/article.php?a=30 I'm sure you've noticed the two-month gap between postings here on Change Order. We didn't give up - we just realized that we had more work to do to ensure the value of this blog, so we did it. We're smarter about how people get their information, http://changeorder.mintz-hoke.com/article.php?a=29 Cindy Sullivan of Cymfony is the latest blogger I've read who has been critical of the Captain Morgan Rum "flog" -- a fake blog, written by a "character" instead of a real, identified individual or group. Most bloggers share the opinion that a bl http://changeorder.mintz-hoke.com/article.php?a=27 Those of us who believe in the expanding impact of blogging in the PR game have to wonder when the folks running the major search engines are going to catch up. The reality is, most people now know Google, Yahoo and their peers (actually, those two http://changeorder.mintz-hoke.com/article.php?a=26 An organization called the Plain English Campaign recently awarded its 2004 Golden Bull Awards for spectacular examples of corporate gibberish. The winners included the following jaw-dropper from a report of something called The Genius Project http://changeorder.mintz-hoke.com/article.php?a=25 STIHL took a definitive stand for their distribution partnerswith an ad in yesterday's USA TODAY. The bold headline, "Why is the world's number one selling brand of chain saw not sold at Lowe's or the Home Depot?", must have send shock waves throug http://changeorder.mintz-hoke.com/article.php?a=22 The publisher of Red Herring, the bible of the dot.com era, has launched a new blogozine called AlwaysOn , which (of course) is integrated with a weblog full of ideas from some of the tech biz world's smartest thinkers. But it would be a mistake to http://changeorder.mintz-hoke.com/article.php?a=21 On a tip from Steve Rubel's MicroPersuasion , I found Purina's RSS feed page , a perfect example of how to use RSS to build customer relationships. Take a look at the future of branding. http://changeorder.mintz-hoke.com/article.php?a=14 When you're watching TV tonight count how many spots feature people dancing, especially in uncustomary venues, like office cubicles or street corners. Also notice the recurring use of crowds, or in the case of the latest Blockbuster campaign, dancing http://changeorder.mintz-hoke.com/article.php?a=19 Maybe payoffs to journalists aren't such a bad PR tactic. Ask Armstrong Williams, the so-called journalist paid off by Ketchum to promote the Department of Education (without acknowledging he was on the payroll) -- see "PR Doesn't Include Payoffs" http://changeorder.mintz-hoke.com/article.php?a=18 When I bring up blogs to many marketers, sooner or later they make the comment, "I can see their growing importance in politics. But I don't see where they fit in brand marketing." To them, bloggers are like the cranky curmudgeons who attend t http://changeorder.mintz-hoke.com/article.php?a=4 I could not believe the Wall Street Journal's take on the Armstrong Williams story today -- they used it as justification for a story on the rebound of the PR industry! How the payoff of a so-called journalist demonstrates the renewed vigor of PR esc http://changeorder.mintz-hoke.com/article.php?a=17 A pre-Valentine's Day ode to commitment: In selecting case studies for inclusion in a presentation the other day, I found myself looking with fresh eyes at the Wiremold Company, a longtime client of ours. Wiremold makes wire and cable management sy http://changeorder.mintz-hoke.com/article.php?a=16 I occasionally google our agency's name, to see how and where we're showing up, and whether I missed any mentions in the media. Today, as I scanned down the third page (I usually stop around five), I found a link I didn't recognize, although it quot http://changeorder.mintz-hoke.com/article.php?a=15 As a novice blogger, I've struggled with one of the primary philosophical concepts (oh, boy, this is too heavy already) espoused by blogging disciples - the one that says the multi-opinionated babble (or Babel) of opinion on any issue that occurs in http://changeorder.mintz-hoke.com/article.php?a=3 According to a 2002 report by Jupiter Research, two-thirds of consumers say their perception of a brand is determined by word-of-mouth. Al Ries, the father of positioning, titled a recent book "The Fall of Advertising and the Rise of PR," affirmin http://changeorder.mintz-hoke.com/article.php?a=10 People who work in marketing communications should all know by now that the revolution launched by the Internet is in full force. We know that for sure, but that's about all we know. The ultimate outcome is unclear, though there's no lack of opin http://changeorder.mintz-hoke.com/article.php?a=11 I was in the checkout line unloading a pile of toys. I put a big stuffed dog at the head of the line, pointed to it and said, "Sit. Stay." The woman running the cash register, who was still occupied with the shopper ahead of me, said to the same inan http://changeorder.mintz-hoke.com/article.php?a=12 I haven't read Blink yet by Malcolm Gladwell, but I probably will, because reviewers have convinced me that his thesis is highly relevant to what we do around here to make a living. He talks about the power, actually the superiority http://changeorder.mintz-hoke.com/article.php?a=5 Good article by Bob Cargill in Digital Bulletin today on why marketeers should blog . A concise argument for benefits of blogging, as well as good recommendations on how to blog effectively. I think toughest of his 10 reasons is #2 -- candor is to