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Kevin Horne
NYC
Recent Activity
wonder how he'd do with a Doritos spot?
Toggle Commented Feb 4, 2014 on Stud bowl Lawyer! at AdScam/The Horror!
Ocitafne. (oh-see-taff-nuh) Tagline: "We turn things around." Please send the check to my Facebook account. Oh, wait...
Toggle Commented Jan 15, 2014 on The game of teams! at AdScam/The Horror!
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“The next station stop will be our last and final!” the train conductor cries out, using the redundant terms to ensure that any remaining passengers understand the gravity of the situation. For similar effect, we use the same phrasing in today’s headline. We’ve had plenty of “last” posts before, but never a “final.” Until today. Our parting thoughts end up much longer than a typical blog post, rather like an essay. This will be certain to give us a lock... Continue reading
Posted Jan 7, 2014 at Lairig Marketing
Richard Attias "& Associates"...name me one associate
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Of all the types of content available to marketers, what could have been better than blogs? A venue tailor-made for vamping, riffing, showing some skin, and maybe even “making your buyer more intelligent.” “Every CEO should blog!” the digital gurus bleated, like so many sheep. A few years in, though, and the bloom plopped right off the corporate-blogging rose. Part of the blame falls on the bloggers themselves, of course. But, in the end, blogs could not – and never... Continue reading
Posted Nov 21, 2013 at Lairig Marketing
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Finally, we can remove the ampersand in the headline and get to true content marketing, one of the current “next big things” in marketing. So big, in fact, that it has its own mini trade association. Welcome to the Content Marketing Institute, which has a ton of, er, content on its site, but surprisingly nothing remotely close to a thorough definition of content marketing. This is the best the CMI can do: “In short, instead of pitching your products or... Continue reading
Posted Nov 19, 2013 at Lairig Marketing
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One point of clarification before we proceed with our multipart series: some have written to say that some of our prior examples have not been true ”content marketing.” To which we reply: “You are correct, sir.” Note the headline says “Content & Marketing” – the ampersand is meant to reflect that we are talking about all forms of content that a marketer might associate with, not just the “owned” content that is the domain of what everyone calls “content marketing.”... Continue reading
Posted Nov 18, 2013 at Lairig Marketing
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We didn’t see the film “Social Network,” so we’re not sure if the guys building Facebook talked at all early on about advertising revenue…or just the opportunity to check out pics of chicks. And we don’t know if the other side of the famous “Twitter napkin” contained anything resembling a business model. But we do know these two ventures represent the most successful pure-play social media businesses. And as businesses, they need lots of revenue and (eventual) profit to keep... Continue reading
Posted Nov 15, 2013 at Lairig Marketing
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Yesterday we reviewed the type of content that marketers and advertisers should avoid associating with – the garbage that’s strewn about on so-called “content farms.” Today we look at our next major type of content. This one is also garbage, but for now – and maybe forever – cannot be avoided. Welcome to listicles. We were early in calling out the trend of dumbing down headlines by using phrases such as “The 3 Ways…” or “Five Reasons Why…” or “The... Continue reading
Posted Nov 14, 2013 at Lairig Marketing
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If you happened to wake from a two-year nap today, you might be surprised to read that content is the new, and only, solution for marketing success. You would wonder, what happened to all the fundamentals? Article after blog post after conference session after more articles – all about “creating, branding and marketing content.” Over the next few days, we shall, for posterity's sake, peel apart this rather large and odorous onion. In each part of our series, we will... Continue reading
Posted Nov 13, 2013 at Lairig Marketing
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Another day, another story about a logo change. Except this time there is a (slightly) happy ending. Of the many changes Ron Johnson made during his disastrous sojourn at the helm of J.C. Penney, a transformed logo seems minor. Yet the fact that the company has changed the logo back suggests an important learning about brand strategy. Changing the logo to the initials “JCP,” putting the letters in a small box, and putting that box in the corner of a... Continue reading
Posted Oct 23, 2013 at Lairig Marketing
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In our post last month about the viral Chipotle Scarecrow video blah blah blah, we told you to watch out for the company’s October 17th Q3 earnings call. As expected, there was no mention of the video’s impact on Chipotle’s revenues. [In that post, we also told you how we planned to assess the video’s impact when Q4 results are announced next January.] In the lone reference to Herr Scarecrow on the call, Chairman and Co-CEO Steve Ells referenced how... Continue reading
Posted Oct 21, 2013 at Lairig Marketing
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If he ever decides to give in to the pleadings of politically-correct-come-lately hacks and shills like Bob Costas, Dan Snyder has an easy way to “rebrand” his Washington Redskins. He can simply follow his own logic from the (overly long) letter he wrote to Redskins fans last week. Key excerpts follow: I still remember my first Redskins game…being struck by the enormity of the stadium and the passion of the fans all around me. That tradition -- the song, the... Continue reading
Posted Oct 16, 2013 at Lairig Marketing
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Taking advantage of the end-of-week firestorm unleashed by Google’s “Say Something. Sponsor Something.” initiative, Columbia Records and streaming music provider Pandora issued a joint press release Friday announcing “a very special New York City engagement…an intimate evening with the…musical icon [sic],” Celine Dion. What could make an evening with Celine Dion come within a thousand miles of “very special”? The “big data” derivation of a very special guest list, that’s what. Again, from the press release: “The performance will be... Continue reading
Posted Oct 15, 2013 at Lairig Marketing
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Before brands can employ SIXTEEN DIFFERENT WAYS of “sharing”, they need a solid foundation on which to stand. If you want to make some self-minted digital marketing “guru” speechless, ask him or her “what makes a brand strong?” Then go for the kill by asking “what is the difference between brand positioning and brand essence?” Let’s illustrate this with a real case study (instead of some bullsh*t post titled “5 Ways To Build A Brand”). Let’s look at a fun,... Continue reading
Posted Oct 10, 2013 at Lairig Marketing
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We have this idea for a book we’ll never write, so here’s an outline for Malcolm Gladwell’s next slim read (side benefit = he won’t have to rehash “Outliers” again): 1. Everyone (except us) thinks digital advertising will soon reach 100% of all ad spend 2. Currently, digital (Facebook Twitter, et al.) gets the free pass that traditional ads do = impressions 2. Digital will reach a “reverse tipping point” (hah!) if it doesn’t solve for engagement 4. The road... Continue reading
Posted Oct 8, 2013 at Lairig Marketing
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“Aha!” you cry, after reading this headline yesterday in Ad Age: Cars.com to Sit Out of Super Bowl After Six Years in the Game “So there goes your claim that TV advertising is NOT dead !” To which we say, wrong. This announcement actually proves not only that TV advertising still thrives, but also how undead the marketing funnel is. Frankly, we’ve been somewhat amazed that Cars.com felt the need to run Super Bowl commercials for so long. After all,... Continue reading
Posted Oct 4, 2013 at Lairig Marketing
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One of the biggest pastimes in consumer-goods marketing is to tinker with the packaging. Nowadays, this sort of trivial pursuit has been upgraded to “innovation” and “branded experience.” And Hillshire Brands’ recent experience shows how the best tinkering can be no tinkering at all. About a year ago, someone somewhere deep in the bowels of Hillshire’s marketing or R&D department thought it would be a good idea to hop on the “authenticity” and “transparency” bandwagons. He or she created a... Continue reading
Posted Oct 2, 2013 at Lairig Marketing
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Poor Guido. He had five months or so to digest the buggering that Mike Jeffries, the CEO of Abercrombie & Fitch, took for his honesty. Perhaps the chairman of Barilla thought he’d at least get the same seven-year pass Jeffries received. But what he couldn’t have known was the troubling convergence that has taken place in American society (and given that his comments were made on Italian radio, he probably didn’t give a flying f&ck either). Take one part political... Continue reading
Posted Sep 30, 2013 at Lairig Marketing
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To discuss the Chipotle Scarecrow MARKETING TEACHING MOMENT OF THE WEEK, we need to set aside several points: Ignore the fact that in the second half of the heralded video, the Scarecrow doesn’t come anywhere near a piece of meat (he apparently turns vegan) Ignore the fact that all food meat, whatever alternative “humane” reality people believe exists, is decapitated-throat-slit dead meat Ignore the fact that a similar Chipotle video from two years ago actually has a million more views... Continue reading
Posted Sep 27, 2013 at Lairig Marketing
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First, let us admit we got this one wrong. We thought back in late 2011 that McGarry Bowen (or mcgarrybowen as the agency likes to be titled) would take a year to overhaul what was then a mixed bag of United and Continental branding, and launch a new “united” brand. Instead it took two years to replicate United’s beyond famous, 20-years-duration tagline and take Rhapsody In Blue to new heights, if you will. Critics were quick to call it a... Continue reading
Posted Sep 25, 2013 at Lairig Marketing
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While we wait for the grinding gears of the months-long merger process between Office Depot and OfficeMax to yield some sort of survivor company (“More Than 150 Team Members from Both Companies Engaged in 17 Workstreams,” per a July press release; “more than 100 CEO candidates have been reviewed,” per another), OfficeMax has been acting like the deal won’t go through. One of several initiatives OfficeMax announced over the summer is the expansion of its “Business Solutions Center” concept, which... Continue reading
Posted Sep 23, 2013 at Lairig Marketing
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In Part 1, we showed how the email channel is completely ineffective as a social medium. Today, let’s review ways this banner ad's grammatical error could have been avoided in the first place. Mo’ Ads, Mo’ Mistakes Good for D&H that it likes online display ads so much – it likely finds them to be an effective use of marketing investment. But because banner ads are so simple to create and deploy, it can lead to a rather dispassionate “bang... Continue reading
Posted Sep 20, 2013 at Lairig Marketing
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We’ve inserted a banner ad to your left, one we came across this summer while visiting one of our favorite Info Tech websites. (For those unable to access images, the ad copy says this: “Celebrating 95 years of history, service & innovation. Be apart of our next milestone.”) 80% of you will miss the grammatical error. The advertiser, D&H, one of the larger IT product distributors in the U.S., isn’t asking you to join its next milestone (a part), but... Continue reading
Posted Sep 18, 2013 at Lairig Marketing
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Another story that broke before we could get to it ahead of our summer siesta. One truly worth the wait, as it provides insight into not one, not two, but three marketing issues of the day. Remember those cool Evian “Roller Babies” from 2009? A video that went “viral,” generating 80 gigatrillions views, shares, likes, or whatever? Evian’s paltry share of the U.S. bottled water market has fallen even lower than it was then. And it keeps getting worse. Per... Continue reading
Posted Sep 16, 2013 at Lairig Marketing