August 18, 2017

How far can TV programs go with branded content?

Ad-wary TV viewers could get relief from an unlikely source – the advertisers they dislike. Recent moves by networks and advertisers signal what may become the next evolution in TV commercials: sponsored content. It’s an evolution that could also be a relief to brand marketers who have seen a steady decline in advertising effectiveness. Not […]

Web copy: The false choice of brand vs. response

Beware the hype about hype copy. It can take you off strategy. Case in point is an article I saw recently titled The epic face-off in copywriting: hype vs. no-hype. It is a frontal attack on direct response copywriting masked as a critique of hype. I am surprised a commentary on the evils of hype […]

Brand journalism, yesterday and today

My first marketing mentor was fond of saying, “The old is forever new.” I think he would be fascinated by the concept of brand journalism today. He’d consider it old-school. Except for the technology, of course. Back in the 1970s he founded a direct marketing agency that was among the first to produce hybrid direct […]