Teasing Tara Conner

According to the Associated Press, Donald Trump refused to fire embattled Miss USA Tara Conner, despite widespread speculation that she would be stripped of her tiara. The rumors surfaced after allegations that the beauty queen, despite being underage, was a big drinker.

"I've always been a believer in second chances," said Trump, who owns the Miss Universe Organization, with a tearful and surprised Conner at his side.

"In no way did I think it would be possible for a second chance to be given to me," said the choked up beauty queen.

So why a second chance? Simple. Her bad behavior has garnered more attention for Miss USA than the pageant could garner on its own. The finals, broadcast by NBC, only attracted 7.75 million viewers, the second-lowest viewership since the pageant began in 1952.

In contrast, since the New York Daily News reported Conner had tested positive for cocaine, had lustily kissed Miss Teen USA Katie Blair in public, and had sneaked men into their Trump Place apartment, she has become a household name who suddenly made the title Miss USA relevant for a scandal-loving public.

Congrats to Trump for proving once again that he is a master at publicity by teasing Conner with the statement, made days ago, that he would be "evaluating her behavioral and personal issues and would make an announcement within the week."

Of course she got a second chance. Conner has single-handedly saved what an army of marketers could not save on their best day.

Branding Wars Ahead

What's in a name?

Last July, BusinessWeek reported that Apple's global brand value was up almost 14 percent over 2005, placing it 39th among all globally recognized brands. The publication also estimated Apple's total brand value at almost $9,130 million, fueled largely by stylized iPod, iTunes, and iMac product lines. With that in mind, it was no surprise that Apple was rumored to be releasing an "iPhone" sometime in 2007.

What is a surprise: Linksys (a division of Cisco Systems, Inc.) launched an "iPhone" family of products for the holidays. But, despite boasting Internet services that use Skype and Yahoo! Messenger, most reviews have been less than stellar and include the added pressure of Cisco being accused of "stealing" an Apple brand identifier.

Russell Shaw over at ZDNet has a comprehensive overview of the proceedings (which does not include Apple) along with various filing reports. What he did not note, however, was that Cisco filed its "iPhone" trademark 10 years ago, with the mark published for opposition as early as Dec. 1998. That seems to predate most Apple "i" products, with exception to the iMac.

Still, it's a safe bet that Apple is hoping the Linksys phone might eventually get an unfriendly call from the U.S. Patent and Trademark Office, which is currently sorting through four "live" trademark assignments that include "iPhone" or derivative terms. It seems to me that Apple's wish would have less to do with the name of its future phone and more to do with any brand damage caused by a Linksys "i" product that is less phone (as the original application suggested) and more VoIP.

Simply put, Apple might not want to be associated with it. Even more ironic, Cisco's decision to rightfully use a trademark it has owned for 10 years might backfire anyway, forcing the company to spend millions in repackaging. You see, while the "iPhone" might be their trademark, Apple's brand mastery over "i" products has grown exponentially in 10 years.

In the end, Cisco, right or wrong, knowingly or unknowingly, has started a brand war. And, like all wars, there is hardly ever a clear winner when the smoke settles and investors wonder what they got for it. It seems to me that Apple would be wise to sit this one out, letting the others fight it out for the right to use a trademark that Apple might not own, but clearly dominates. Besides, Apple may have never intended to call its product an "iPhone" anyway.

Leveraging Blog Space

Payperpost.com is asking bloggers to create a post on their blogs, paying attention to the "opportunity requirements" that specific advertisers have set forth. Then, the blogger must submit the direct link to Payperpost, who will review the content and approve or deny the post (unless they get busy). If it is denied, they give the blogger a chance to revise and resubmit. (In sum, you can turn your blog into an advertorial as opposed to an editorial.)

It's an interesting idea that has been around for some time. What's a little fresher as a concept is that Payperpost.com also launched Rockstartup, which is either a very clever or very deceptive step in Web advertising because it takes on the guise of a Web 2.0 reality TV show (dedicated exclusively to one young entrepreneur "building the next monster company"). Of course, they aren't alone in taking bloggers seriously.

A less hyped approach to finding bloggers is being offered by Umbria Inc., which is self-defined as a market intelligence company that specializes in blog research and consumer-generated media (CGM) for market insight, today released Umbria Connect, a service that provides URL source lists to companies hoping to connect with individual bloggers. Basically, the company gathers publicly available CGM sources to locate individual bloggers writing about topics or themes of interest to marketers and then sells the blog URLs to help marketers engage bloggers. (Telemarketing and junk mail at its core, minus the telephone.)

Umbria Connect defines itself as a way to connect people who care deeply about specific topics in order to help companies take advantage of product/feature attitudes, word-of-mouth campaigns, marketing and advertising tests, custom marketing panels, and competitive perception insight. Business Week defines it as “a system to sift through millions of blogs in real time, looking for market intelligence. Umbria breaks down English messages into the smallest components—words, phrases, grammar, even emotions—and turns them into math." You can define it for yourself at Umbria.

While these are just a few examples to dispel any notion that blogging is already dead in its tracks (as some ignorant communications specialists claim), such maneuvering in the marketplace could actually cause the demise of many bloggers, if they are too eager to be taken in under someone else's agenda. Not that there is anything wrong with that, but it's always nice to know if the blog source is on the product payroll.

Blurring Blog News

Someone was bound to get it wrong sooner or later and unfortunately for Michael Arrington at TechCrunch, it was him. Maybe.

Arrington is the editor of TechCrunch US, a weblog which is dedicated to "obsessively" profiling and reviewing new Internet products and companies. Founded in 2005, the weblog reviews those that are making an impact (commercial and/or cultural) on the new Web space. In addition to TechCrunch US, Arrington oversees TechCrunch UK, which was edited and published by Sam Sethi.

As the story goes, Sethi did his job. He wrote two honest, but critical reviews of this week's social media conference Le Web that mirrored the feedback that most delegates and attendees shared, with Loic Le Meur receiving the brunt. According to most reports, Sethi's critical review of Le Web drove a wedge between him and Le Meur, which escalated to Le Meur writing on Sethi's blog: "You are just an asshole."

The next day, Sethi was fired. The offending posts were removed. All comments were removed. And Arrington announced that TechCrunch UK was being put on hold. According to blogger Drew B, more posts were deleted beyond TechCrunch, including an EirePreneur post titled "Arrington falls out with Sam Sethi, surprise victim of Le Web3."

Arrington, by his own hand, will be the next victim on a much grander scale as the Web media is chastising him and calling his ethics into question since he fired someone for, in essence, doing their job. He should have expected as much, given that his blog is defined as "obsessively profiling and reviewing new Internet products and companies." The definition alludes to the idea that he was creating a non-biased technology-focused Web news organization.

Now it seems that this is not the case as Le Meur obviously held more weight over Arrington than his UK counterpart. Unfortunately for TechCrunch, two years of hard work is about to go up in smoke after a few minutes of poor judgement. Sure, TechCrunch is a commercial entity. All media outlets are.

What Arrington did not consider however, is that honest reviewers do not buckle from outside corporate pressure, no matter how big and influential they seem or if advertising dollars are at stake. (This is the stuff you learn working for print publications, and I've worked at and managed several). Even if he disagreed with Sethi, it should not have resulted in termination, especially since it was painfully obvious Sethi had sided with the vast majority of delegates that attended. Simply put, it seems if he would have written a pro Le Web commentary, it would have been a lie.

The ethical dilemma of whether or not to cater to corporations is not new for print or electronic media. It happens every day. Both views are right with respective consequences.

As publisher and top editor, Arrington certainly has the final say about the stance his blog will take on any subject. There are plenty of publishers out there willing to cater to certain corporate interests. The consequence is credibility. It will be hard for his readership to consider his opinion unbiased anymore. Of course, being little more than ''public relations'' publications can mean big bucks.

However, if he really wanted to do what he set out to do — write honest reviews and allow his partners to do likewise — well then, reporting the truth is the ultimate ethical guideline. And, even if he disagreed, he would have stood by Sethi every step of way. Certainly it might have meant being blacklisted by Le Meur, but better Le Meur than the entire world.

When I managed a publication a few years ago, I often found myself in a position between being a publisher who had to bring home the bacon and the editor who had to report the truth. The decision was easy for me. If I couldn't be honest, I'd rather not write about it no matter what the consequences. The result was a publication that was respected with plenty of advertisers happy to make up for any that fell by the wayside because of editorial/advertiser disputes.

But that was me as a publisher. Arrington obviously sees the world differently, given he went even further than most pay-for-print publishers and deleted a published opinion because he found it objectionable for reasons only he would know. A second commentary refuting Sethi would have been the wiser decision.

Fixing User-Driven Content

The Reddit outage seems to be posing an interesting problem for future online media. What happens when the lights go out?

Like any company, online or off, contingency and/or crisis communication plans have to be in place if you want to preserve your market share in the morning. Since Reddit, which allows users to post links to content on the Web and other users to vote those links up or down, didn't have any semblance of a plan B in place (and cut off its own communication to spite those pesky spambots driving up irrelevant stories), its rival, Digg, is being given another chance to fend off a rival and capture Reddit's social content posters.

While it's unclear if Digg will be able to capitalize on this on not, it does remind content providers that Web companies are not exempt from the principles of strategic communication. This is especially true if your tech savvy homepage subscribers retain that ever present and unpleasant feeling that your platform is unreliable.

Sure, problems abound on the Internet. Sites sometimes go down and service providers go dark. It's par for the course. And once again, we see the measure of reliability generally resting with the ability to communicate a message. For example, our service provider has dropped our site and e-mail ability once or twice during hurricanes and upgrades, but is reasonably reliant on informing clients on the status of the situation. Blogger can sometimes be a bit buggy too, but it seems adept at confining problems to functions without major content crashes. Its customer service reporting is surprisingly fair for a free service.

Reddit, on the other hand, has made the mistake of going dark, effectively cutting off its own ability to communicate at the same time. Too bad. It seems like just yesterday it was all the buzz because PC World magazine gave it the nod over Digg, citing Reddit's user comments and the site's ability to make recommendations to other users based on past story selections. It's hard to tell whether PC World will be reversing that decision, given that Reddit was, at least temporarily, dead.

California-based Digg ranks No. 78 on the Web according to Alexia. Reddit has made a strong showing, climbing to 804. Unfortunately for fans, it demonstrated why sometimes relying on a site that was operated by three full-time workers and a part-time graduate student in a three-bedroom apartment in Davis Square just six months ago, might not be the best bet.

Or maybe it will be, assuming Reddit's team learns the hard way that a crisis communication plan (and a medium to communicate) isn't really optional. And, once you're back up (it has been up and down all day), it's always good to explain what happened, up front rather than buried away somewhere, who knows where, on its site. We wish them luck.

Using Web Tools

In case you have not noticed, there is a communication revolution occurring on the Internet that will eventually threaten anyone in advertising who forgets that it is a strategic and creative idea (and the ability to communicate that idea) — not technology —  that makes all the difference. An arsenal of design programs and commercial printer discounts are no longer enough to keep accounts happy.

Our last minute holiday greeting cards provide the perfect example. Five years ago, we made a substantial investment to produce Addy award-winning cards, using the traditional process. Provide creative direction and copy to a selected local designer, print them at one of our local printers, and assemble the rest in the office (the cards included a silver dollar and hand-stamped wax seals). The cost was around $10 per card. The turnaround time was nearly three months. The quantity was 500, about 380 more than we needed at the time.

Don't get me wrong; they were worth it. We still have several clients refer to them, and they were part of a bigger strategic plan for our company. I would do it all over again given the same circumstances.

Last year, those circumstances did not exist. We were too busy in October or November to get the ball rolling. After all, the standard rule of thumb is 2-3 weeks for the designer (even more on elaborate jobs) and 10 business days for printing.

Sure, we could have done what we sometimes do for clients who want design along with great copy: tap an out-of-market designer from our international talent pool, which reduces the cost by 50 percent and the turnaround to a few days. But even then, we didn't have 10 days for the printer.

So last year, we settled for 250 Hallmark cards with our name inscribed inside for around $3.50 per piece. It's the thought that counts, right? So this year, on Dec. 1, we started thinking differently.

Despite the same time constraints, we were able to produce and print a custom card, at about $2 apiece with no minimum, in three days. And, we also posted a public version that could (and can) be purchased by anyone before our order was filled. If you want to see the public version (without our logo inside), visit Think! Copywrite, Ink. store.

Sure, this year's card will not be featured in Communication Arts, but next year's might be. You see, the main point of this post is that our industry might consider thinking differently because the definition of 'value' is shifting.

Program reliant production artists, template web designers, low-grade video producers, mid-grade photographers, and 10-day print jobs with minimum quantity orders are all endangered species. Technology is no longer enough to sustain them as commercial communication is finally getting back to where it is most effective: communication ideas over tech suaveness.