13min Batman Infomercial is the Usual Missed Opportunity

AdAge asked, “Would you watch a 13 minute infomercial for ‘The Dark Knight Rises?’” They asked the wrong question. The real question is, “What could Warner Bros have done for their marketing with a 13 minute infomercial?”  And the answer is, “Anything would have been better than the nothing they did.” There is a schism between the two camps of advertising: brand and demand generation. The brand folks deal in…

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Email and CPG Brands

For many Consumer Packaged Goods (CPG) brands, ecommerce is out of reach. Not because they can’t figure it out, but because they have chosen not to participate in that channel. The most commonly stated reason is to avoid conflicts with resellers. Without passing judgment on any of these reasons or decisions, we must accept that the enterprise has chosen not to go there. When the ecommerce channel is not available,…

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