More isn't enough.

Even with today's crippled economy, we live in a time of plenty. Most people have multiple cars, televisions, video game consoles and some even have multiple houses (not always by choice).

But more doesn't make life better. Better does.

While we buy more, we're actually in search of products with better design and function, stores with better service, businesses that deliver a better experience. That's what keeps us coming back for more.

So when you're developing your new product or planning your business, don't just settle for more. Strive for better.

Free Idea Friday

Ideas are easy. Execution is hard. Every Friday I will share an idea that's been rolling around in my head that I have neither the time nor the where-with-all to execute. Remember, it's free, so take it for what it's worth. 

Pain-free car buying

Nobody likes the experience of shopping for a car (the attached ad might give you an idea of why). The whole dealership structure, designed a century ago, adds cost and takes advantage of uninformed consumers while adding as little value as possible to the process. Pretty much everything I can do at a dealership, I can do online -- configure the car, figure out the price, arrange financing, etc. The only thing I can't do is actually buy the car.

Maybe there's a better way.

Rather than having lots full of cars on high value real estate all across the country, the manufacturers should set up regional distribution centers where cars can sit until ordered. People can order the car they want through an online portal and have it delivered prepped and ready to go to a small storefront branded delivery center or even their home.

But what about test drives you say? Fine, it's easy to keep a small fleet of demo cars at the retail center. You don't need acres and acres of land for that.

What about service? Two options. Create stand alone branded service centers (some of these already exist) or license service to existing automotive service centers like Sears, Firestone or Pep Boys.

I know that dealer contracts and laws in several states designed to protect the status quo prevent this. But I guarantee you with today's information technology, no manufacturer in their right mind would set up their retail and service centers as they are now.

Sobe, so smart

Ad Age reports that Sobe is the latest Pepsico brand to break with the Arnell group.

I for one am not surprised. After producing ridiculously expensive Super Bowl ads with little or no effect on sales, I wonder what took the folks at Sobe so long to come to their senses.

Having produced the disaster that was the Tropicana packaging relaunch, the embarrassing support document for the Pepsi logo redesign, and the train-wreck of a campaign for Chrysler featuring Celine Dion, I'm a little surprised Arnell has any clients left on their roster.

But ditching Arnell was just the first step of what hopefully will be a successful marketing reclamation project for Sobe. They've brought their PR, Digital, and promotional firms together in partnership and hold what they call "workshop" sessions where they come up with a big idea for the brand to execute across various communications platforms.

So far, they're saying the right things. "The key to success is we're not starting with 'Here is our TV plan, and here's what we're going to create for it.' As opposed to creating advertising, we're creating content." Angelique Krembs, director-marketing for SoBe was quoted as saying.

The right process won't necessarily guarantee great communications, but it's certainly more likely to achieve success than listening to a charlatan.