November 21, 2009

National Geographic goes South African

Filed under: Uncategorized — trtoronto @ 7:03 pm

Great Add but it is South African and that is good.

Directed by Cape Town-based Bryan Little from Fly on the Wall [the guys who made the Fokofpolisiekar movie that we enjoyed last week] these National Geographic ads have striking visuals.


November 19, 2009

Best South African Ad of 2009

If you are going to be a global brand you have to deal with local conditions and sensibilities.  Imagine you are  responsible for reaching a South Africa audience. Before you sweat go no  further and have a look at Cherry’s choice of a top ad.  Here is their top choice for 2009.  Its brilliant. : #1 Best South African Ad of 2009 goes to Vodacom “Single Ladies”

Now how would you have managed a South African account ???

November 18, 2009

In case you missed it

Filed under: Uncategorized — trtoronto @ 11:01 pm


I SURVIVED.. now back to my commercials.. 😉

October 31, 2009

Time for a chuckle

Filed under: Uncategorized — trtoronto @ 1:24 am

Clever and memorable

October 26, 2009

Another CCFC Victory! Disney Offers Refund on Baby Einstein Videos


BE-Baby-Mozart-CoverA great example of the power of email campaigns, social media, and a web presence. Congratulations

“Our successful campaign to persuade Disney to give refunds to parents who purchased Baby Einstein videos has become a huge international story.  Media coverage includes a front page story in The New York Times

(“No Genius in Your Crib?  Get a Refund”); stories on Good Morning America and the CBS Evening News; and articles in hundreds of newspapers throughout the United States and Canada.  Parents in other countries are now demanding their money back

And thanks to you, the story has gone viral.  You’ve written about the refund and CCFC’s success all over Twitter and Facebook.  Screen time for babies and Disney’s deceptive marketing has become the hot topic on parenting blogs and listservs.  And pediatricians are planning to distribute information about the refunds in their offices.

The take away message?  Baby Einstein DVDs are not educational.  The New York Times called the refunds “a tacit admission that [Baby Einstein] did not increase infant intellect.”  Now parents will be able to rely on honest information and solid research – not marketing hype – when making important decisions about if and when to let their youngest and most vulnerable children watch screen media. As one mom told us, “It’s great that parents will now have one less thing to worry about.  No longer will they feel the pressure to have their babies watch so-called educational videos or risk falling behind.”

Old myths die hard, however.  That’s why we need to you keep spreading the word on the web and to friends and family.  You can send people to, where they’ll find instructions for how to get a refund, more about CCFC’s campaign, a fact sheet on baby videos, and links to all the press coverage.

This has been CCFC’s most successful year ever, but like all nonprofits, we have been deeply affected by the economic downturn.  If you value our work standing up to the world’s biggest corporations on behalf of children and families, please consider making a tax-deductible contribution to the Campaign for a Commercial-Free Childhood

With your support we can continue our efforts into 2010 and beyond.  Together we’re making a difference.

Thanks for all you do to make childhood what it should be.


October 19, 2009

Is Augmented Reality The New Big Thing ?

Filed under: Trends,Uncategorized — trtoronto @ 11:50 pm

Augmented Reality is the the latest craze in the media and with marketers. Check out this month’s Fast Company has an article on the subject called “Augmented Reality Is Both a Fad and the Future — Here’s Why.”

October 16, 2009

The Brand Formula

Filed under: Brands,Uncategorized — trtoronto @ 4:31 pm
Tags: , , , ,

Its amazing how many people think Nike’s Swish  which is its visual identity is a brand.

So lets discuss what makes a Brand. A brand  is the  product of two things:

[Prediction of what to expect] times [emotional power of that expectation].

If I encounter a brand and I don’t know what it means or does, it has zero power over me. If I have an expectation of what an organization will do for me, but I don’t care about that, no power again.

AT&T is a weak and wobbly  brand because you almost never get what you expect, because they do so many different things and because the value of what they create has little emotional resonance (It was a much more powerful brandwhen they did one thing, they did it perfectly and they were the only ones who could connect you).

The dangers of brand ubiquity are then obvious. When your brand is lots of things (like AOL became) then the expectations will be  all over the place and the emotional resonance starts  to fade. If the predictability of your brand starts to erode its emotional power (a restaurant that becomes boring) then you need to become predictable in your joyous unpredictability!

If you want to grow a substantial and valuable brand, my advice is to keep awareness close to zero among the people that you cannot serve or are  not ready for. Build your brand among those who care about your values, service and who value the experience that your brand brings. In other words make sure your brand delivers the emotional experience that your customer wants.

Think of Fedex. Fedex is a powerful brand because you always get what you expect, and the relief you get from their consistency is high. A truly great brand.

Filed under: Email Tactics,Uncategorized — trtoronto @ 3:25 pm

How to capture emails

We all know the   hassle of contacting retail companies and  B2B firms. Lots of them make an opening relationship top complicated.

I visited about 20  sites. 8 of them hide their email address and used forms of one sort of another. One firm refused to accept more than 500 characters in the “how can we help you” box and that was only the start. A bunch of them made submitting a question into an interrogation with questions like  what state I was in, etc. That’s a big no no.

Don’t be in a rush an Email contact is like a first date.   If you customer  it’s not going to go well at all if you are interrogated . The object of an first satge  email contact  is to earn permission to respond.

If you sell something, set up an address like “”. Put this on your home page, “contact us if you’re looking for more information or a price quote.” Sure, you’ll get a lot of spam, but deleting spam is a lot easier than finding customers. (Hint, ask your IT people to make it a mailto link, with a subject line built in. That way, you can use the subject line to find the good email).

Im Back and New

Filed under: Uncategorized — trtoronto @ 2:31 pm

After weeks of trying to remember my old TRonMarketing password I gave  and created this new blog.  Moral of the story keep a list of your passwords. I didn’t.

The old TRonMarketing is still mixed in with the digital heavens and if you want to read it go to

Blog at