Thursday, December 29, 2005

"Safe advertising is the riskiest advertising you can do" Bill Bernbach

A friend sent me a link to and when I arrived what was waiting was the image you see here and nothing more.

Perhaps I just don't get it but this seems to be a major missed opportunity. Should the CBS Radio gang be moving away from the call letters they should have their web person remove them from the page title. This single web page could be dramatically better, could actually play a key role in getting out and spreading the new message, could generate $$$. The page as it is = a dead end, a wasted moment, a lost victory. Simply put...the page does nothing, nada, zilch, zero. You are given no reason, no incentive, no excuse to ever return. Worst of all a unique moment passes and those that may have the site bookmarked are left to wonder "what happened?" Welcome to the 21st century, the web matters, it's no longer optional.

This page reminded me of the Bernbach quotation used above. It came to mind because it was easy to imagine someone saying "just put the new logo up, that's safe, we'll deal with the site later." My thanks to Joseph Jaffe for citing the quote in his book along with these gems...

"Rules are what the artist breaks; the memorable never emerged from a formula"

"I warn you against believing that advertising is a science"

"Logic and over-analysis can immobilize and sterilize an idea. It's like love - the more you analyze it, the faster it disappears"

More later.