Brands are like Tinkerbell: Stop believing in them and they die.
by Stan Faryna
Never Never Land
Mark Pesce, an Australian entrpreneur, recently tweeted:
Brands are like Tinkerbell: If you stop believing in them, they die.
Pesce’s tweet reminds me of the ancient proverb about the things that we believe:
Seeing is believing.
That’s what comScore and Pretarget are suggesting. That a parlay on online display ads pays handsomely. Because brands get seen online. Clicks, They are also suggesting, are not the last word in conversion: transaction, interaction, conversation, and/or community. In other words, online measurement and metrics are suspect. Say What?
Who’s calling shenanigans on who!?
Saint Germain, Sure Thing