More is nothing more than more

Marketers always assume that their customers want one thing from them: more.

So every year they add more – more features, more options, more news – to make sure their product has something for everyone.

One problem: added features mean added complexity and added complexity rarely leads to greater customer satisfaction.

Ford found this out recently with their MyFord Touch digital dash system. They've loaded it with so many features and made it so complex to use that dealers are having to spend an additional hour with customers when they deliver their new cars just to make sure they know how to use it. There are online tutorials, and even after-sale dealer training classes.

My guess is, Ford built a lot of features into the system that most people will never use in order to make sure that they didn't leave anything out that someone might want. Once you get past the wow-factor of the snazzy new technology, its complexity and cost will ultimately detract from the driving experience. And that will leave owners unhappy.

It's hard to be satisfied with a product when you don't know how to use it.

A paperless sketchbook

I've always been partial to concept sketches, the early formation of a product or advertising idea that's drawn by hand on a napkin or notepad. They have so much energy and potential. It's a part of the creative process that seems to have fallen by the wayside with the advent of the Mac, Illustrator and Photoshop.

This tool brings that lost art into the digital age.

The NoteSlate is a simple, one-color tablet that works like a pen and paper, allowing you to share handwritten notes, sketches and ideas electronically.

There's no web browser, no multi-media center, no phone or camera, it's an electronic notebook that puts a human touch in the digital world.

Will it replace the iPad? No. But it's a nice alternative to sketching out ideas on paper then scanning them. Plus you have the added benefit of saving a few trees in the process.

Big tobacco versus big brother

I don't like either side in this fight.

It's pretty clear the tobacco companies lied for years about what they knew and when they knew it. Smoking is harmful, causes cancer and his highly addictive. Done.

Now in a settlement with the Justice Department, the government wants the tobacco companies to run advertising featuring 14 statements, including these:

A federal court is requiring tobacco companies to tell the truth about cigarette smoking. Here's the truth: Smoking kills 1,200 Americans. Every day.

We falsely marketed low tar and light cigarettes as less harmful than regular cigarettes to keep people smoking and sustain our profits.

We told Congress under oath that we believed nicotine is not addictive. We told you that smoking is not an addiction and all it takes to quit is willpower. Here's the truth: Smoking is very addictive. And it's not easy to quit.

Two comments on these:

First, who created these statements and has it been determined that just including these in marketing communications will actually change behavior?

Advertising isn't only about words and rational arguments. Changing behaviors requires something more. That's why most advertising fails. Most advertising is targeted at our rational mind using functional benefits. I don't think there's anyone in America who doesn't know smoking is bad for you. Choosing to smoke is not a rational decision and you can't change that behavior with rational arguments.

Second, the last time I checked, cigarettes were a legal product. Now you can argue whether or not they should be, as they are the only product sold legally in America that when used as intended will kill the consumer, but if you really want to get rid of smoking, ban cigarettes.

Trying to engineer its demise through manipulating advertising and other communications may seem like the easy way out, but it's a waste of time and money because it will never convince everyone to kick the habit.

Our government has been using this strategy since the late sixties and people are still buying coffin nails.