Posts tagged as:

Go Daddy

The Difference Between “How” Brands and “What” Brands

by Stephen Denny on October 6, 2010

“Given them what they want – just not the way they expect to get it.” Robert McKee, as told to us in his 3 day Story Seminar.  The How, Not the What. Brands that have lasting impact aren’t the ones that focus on the what. The what gets commoditized pretty quickly. What is the intellectual property, [...]

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Old Spice, Viral Ads and The Ad Your Ad Could Smell Like

by Stephen Denny on July 13, 2010

Hello, marketers. Look at your ad. Now back at me. Now back at your ad. Now back to me. Sadly, your ad didn’t sell anything. But if it stopped trying to be comedy and remembered that ads were supposed to sell stuff, it could act like me. Look down. Back up. Where are we? We’re [...]

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Bob Parsons on Controversy, the Upside of Outrage and Why His Ads Are Better Than Yours

by Stephen Denny on March 29, 2010

“In some respects, it seems like I’m one of the few guys in the world who understands that ads are meant to sell stuff.” Bob Parsons, founder and CEO of Go Daddy. I make it a habit to defend Go Daddy on principle because of that quote, above. I don’t need to, in all honesty, [...]

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Note to CMO: Go Daddy, Apple’s “Think Different,” and the Point of Marketing

by Stephen Denny on February 8, 2010

“Apple’s ad agency collected the 1998 Emmy Award for best commercial, the 1998 Silver Clio, and the 1998 Silver Lion at Cannes. The company’s revenues dropped for the next three quarters in a row.” Quote from Sergio Zyman from his book, The End of Advertising as We Know It: “We had a tremendous surge in [...]

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