Brands are like Tinkerbell: Stop believing in them and they die.

April 27, 2012

Brands are like Tinkerbell: Stop believing in them and they die.

by Stan Faryna

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

Read the rest of this entry »

Advertisements