Bail! Bail! Bail!

All I can say is that I can't believe how many car commercials follow each other on the tube. Predictably lame and boring ads. Thank goodness they don't appear on the blogs I read.

Big Brands are stuck. Don't think like a big brand. Think like a little guy. A little wiry, fast rascal that can move quicker than the giants. Dodge, weave... beat them in the arena that you can own. Leave them to the world of old media. Try new things. Win.

Small is the new big.

Fast Company Now: "There's an interesting discussion going on at gapingvoid and Seth Godin's blog entitled, 'the multi-billion dollar suicide pact between clients and television.'

As Hugh says, 'Both Budweiser and Velveeta are permanently locked into what Seth Godin calls the 'TV-Industrial Complex'. And they have no credible way of freeing themselves from it. ... This is what Madison Avenue's main job is, from now on. Handling the multi-billion dollar suicide pact between clients and television.'

Then Seth says, 'Can the world of blogs etc. help Budweiser? Only on the margins. The world of new media is not the place to launch the next one-size-fits-all mega brand, nor is it the place to shore a flagging brand like that up.'

I have thought for a long time that, since the big brands get to throw their money around in mass media and other big worlds, it would be unfair of them to trounce around in 'our' little gardens.

But, what Seth and Hugh are saying is that it is not only 'unfair,' but impossible. These big brands are in a sinking ship, but they've claimed stake there, so they have to go down with it."