July 2008 Archives

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, without any marketing gimmicks. Viral marketing isn't easy. It is far more than just some cutesy URL. Yes, brand buzz is utopia for marketers; yet it is so hard to achieve. This isn't stopping brands from trying.

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 get an appointment with doctors in their offices, let alone even conjuring the image of having them come to your house. I remember doctor house calls in the 60's; and also making $1.35 an hour at my first job and paying $1.20 for a six-pack of beer. That's how long ago it is. Having this history, it is with interest that I see brands going back to their "house roots."