http://davidkorobkin.com Tue, 04 Aug 2009 04:52:02 +0000 http://backend.userland.com/rss092 en As I wrote in a recent blog, I only watch Network TV for the commercials. I laugh, I cry, and I write about the commercials which cause me to lose sleep. I haven’t slept since I saw this one. I grabbed some images from their site, pounded on my keyboard and ... http://davidkorobkin.com/2009/07/brinks-intentionally-discarding-a-highly-valued-asset-brand-equity/ When I opened Outlook last week, an email from Network Solutions’s Subject line read Deactivation Notice. As an independent consultant, I rely on email and GoToMeetings as communications portals to my clients and associates. I clipped the email From and Subject lines from Outlook and pasted it below.     I was very upset by ... http://davidkorobkin.com/2009/07/be-careful-your-brand-voice-defines-your-brand/ Dealing with today’s marketing budget cuts; research is often the first to go. This forces strategists like me, to extrapolate conclusions from scraps of data we find online. Some companies are turning to Online Survey Firms who recruit participants to complete a given number of surveys by offering incentives. Crap in, ... http://davidkorobkin.com/2009/07/dont-trust-online-surveys/ There was nothing interesting on cable last night so I watched brainless Network TV hoping to see some new commercials. I watched a high production value spot which appeared to be on strategy. Not knowing their strategy, I analyzed the creative and the product/benefits they chose to show and backed ... http://davidkorobkin.com/2009/07/i-only-watch-network-tv-for-the-commercials/ For many years, I commuted 76-freeway miles every workday, which is not unusual in Southern California. I have always wondered why drivers of vehicles displaying their company’s brand, are not trained to be considerate drivers. I suspect that the rationale for branding their vehicles is that it is free advertising. However, ... http://davidkorobkin.com/2009/07/are-companies-literally-driving-consumers-away-from-their-brand/