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Category : Thinking

Learn from PostSecret

PostSecret is the Haiku of the web. And it’s long been a very highly trafficked site. It’s so simple. People submit postcards, which conform to simple guidelines, sharing their secrets. PostSecret posts them online, and perhaps ads a bit of the comments they inspire.

What can you learn from PostSecret? To give people a simple art form, with rules that make success more likely. Discover something that needs to be expressed and give them the chance to express it.

DIGO did this when we created, “Talk Back To Cancer” for Memorial Sloan-Kettering Cancer Center. We knew people had an intense relationship with their cancer, so we built a simple social outlet for them.

It worked.

DIGO Brands The Marlboro Cowboy

If you ever doubt the power of what we brand builders do, pause briefly to consider the Marlboro Cowboy.

This image helped to addict millions. This after it transformed a minor women’s cigarette brand into a legendary masculine number one brand smoked by men and women alike.

Consider what that word “Cowboy” means to the American psyche, and indeed to the world. This is branding and image-making par excellence. (more…)

Are You An Incrementalist? Or an Optimizer?

At DIGO, we’re often asked how we approach our e-mail and other direct response testing. Do we have a list of variables and guidelines?

The answer is, at DIGO we don’t so much have a list as a testing philosophy. Of course we read Direct Marketing News, belong to the associations, read their websites, attend webinars, get newsletters, judge and attend award shows, and generally do all we can to get into the stream of information that professionals in the industry ought to digest. (more…)

DIGO Brands the War of the Inbox

The first “killer app” of the Internet is fast becoming the most important. Lowly E-mail!

Back in 1999, when Seth Godin wrote the groundbreaking book Permission Marketing, he predicted that an increasing percentage of marketing messages would be, “anticipated, personal and relevant.”

It was a radical idea at the time. E-commerce marketers with their frictionless webs were doing just fine, thank you. But today, the battle is on for the inbox. (more…)

Steve Jobs, and the one that got away

Marty Staff, our client at Joseph Abboud, told us about a call he’d received from Steven Jobs, the CEO of Apple. Marty’s company had their flagship store in a prime location in New York City, and Steve was looking for the perfect spot for the first New York City Apple Store. And here’s the first interesting thing: (more…)

DIGO Going Offline

Agencies should spend a lot of time coming up with ideas for clients.

It’s a simple thing, but the wall of information we all deal with can get in the way. That’s why, at DIGO, our most productive days tend to be Offlining Days.

What is Offlining? It’s a campaign we created in response to our growing attachment to devices, to encourage people to spend a little less time looking at screens and a little more time paying attention to the people in front of them.

This Friday, we’ll practice what we preach and take the entire agency offline from 10:30. Everyone in the office will put down (more…)

DIGO Brands The End of the World

The May 21 Rapture was rescheduled for October 21, and as communication practitioners and good citizens, we at DIGO wanted to do our part to ensure a safe, smooth rapture event for all, even those of us who get left behind. That’s why we agreed to take on this assignment from the NYC Rapture Readiness Committee, which reminds New Yorkers who plan to be raptured about what steps to take to make sure they don’t leave behind more of a mess than necessary. After all, Jesus was pretty big on neighborliness. Learn more at www.rapturereadynyc.org.

Game Changing Isn’t Game Winning

We love game changers. They drive the world forward. They are the natural force in national selection. They are the good guys of business. And I want them to win. I want them to end up on top.

But, often they don’t. Because game changing and game winning don’t automatically go together. (more…)