Friday, February 18, 2005


An old friend of mine William Abecassis was written up in the Montreal Gazette today. (If you aren't a subscriber look here).

I say "old' because I remember in the late 80s when he was building PCs in his basement - from components. I was impressed then, and am now.

William's company LogisticScience has come out with an intelligent predictive agent for brand awareness success called Brandemics. The metrics that this creates will make it easier to spend branding dollars with confidence of success.

Mitch has been talking about Google Ads importance.

I'm reading Malcom Gladwell's Blink . "Thin-slicing" is a concept that Gladwell introduces about the perceptions we make outside of our conscious mind that lead to instinctive or gut reactions that more often than not turn out to be right. (Jack Welch wrote about this in another great book - Straight from the gut.

Seth Godin and word of mouth marketing also come into play...somehow.

I have an impression that there is an overall connection. Maybe it is a thin-slice itself?

The point is:

1. Brandemics can emulate the evolution of a brands awareness,
2. We are subject to influence that we are unaware of in thin-slicing,
3. Marketers are aware of 1&2 then they can predict what the most responsive/brand building hot-buttons are for their product
4. Marketers can create widespread exposure to the hot-buttons through bzz and viral marketing


6. Caveat Emptor!)

Tuesday, February 01, 2005

Seth Godin picked up on Mitch Joel's blog comment on this article in the Montreal Gazette.
First, well deserved kudos to Mitch. I know that his passion for all things, business, community, leadership, etc, is tremendous and genuine. It is nice to read about.
Second, Seth's blog is titled "Seth Godin's riffs on marketing, respect, and the ways ideas spread". More kudos to Mitch - he is ALL that. I wonder if Seth saw how deep this runs in Mitch. Read the article.
Marketing - Mitch sees his community involvement as a business driver.
Respect - Mitch embodies respect. He listens, pays attention and nurtures.
The way ideas spread - 2 things - 1) Mitch establishes the givers get paradigm - the newspaper picks it up and the idea spreads. 2)Ssubtle humour here on Seth's part, as he is enabling the idea spreading.


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