Enough already

They've been waiting for four years, while they watched AT&T reap massive rewards from their exclusive deal with Apple for the iPhone. And even though it's been all over the news, you didn't think Verizon would let this moment come without mentioning it.



I'm actually surprised at the restraint Verizon showed with this one. No claims to have a superior experience because of their faster network or better coverage. Just a simple statement and a bunch of really nice images.

I know a lot of Verizon customers who are waiting for the 10th. I know a lot of unsatisfied AT&T iPhone users who are waiting for the 10th. Right now they don't need to do a lot of selling to create demand.

We'll see what their spots look like in a year.

Psst, hey bub, wanna buy a restaurant?

Yum! Brands announced yesterday that they're putting two of their less successful restaurant chains on the auction block, A&W and Long John Silvers.

I have just one question. Who in their right mind would want to buy them?

What do either of these brands offer of value?

A&W is not a cheap and convenient as the larger national chains like McDonald's and Burger King. And it's not as good and interesting as regional players like Culver's and In & Out Burger. Sure, there's some equity in their root beer and drive in heritage, but it's been so poorly managed over the years, that it's practically meaningless.

And Long John Silvers? Bad fried fish in a pirate themed environment. Yeah, that's worth investing in.

The cost to resurrect the image of these brands (if that's even possible) would be astronomical.

My guess is that they won't be around for long. Both will be purchased by another restaurant chain for the value of the real estate and converted into a place where people actually want to eat.

Sorry mom

Great brands are exclusive. They project a very clear picture of who they are for and who they are not.

Nike is for the participant not the couch potato.

Southwest Airlines is for the common man not the fat cat executive.

And Dead Space 2 is for teenagers not moms.



This campaign uses the principle of exclusion to create desire in a much more powerful way than if it had shown a bunch of kids gushing about how cool it is. What teenager with even just an ounce of rebellion in his soul can watch the disgust with which the moms react to the images of the game and not want to play it?

Taboo is a powerful force. It worked for cigarettes, alcohol and rock & roll. It'll work for Dead Space 2 as well.