From the daily archives:

Sunday, November 29, 2009

Doubletree Hotels – The 1st Purple Goldfish Project Hall of Famer

November 29, 2009 purple goldfish project

Doubletree Hotels receives the 1st Purple Goldfish Project Hall of Famer award.  Its signature cookie was listed 3 separate times in the first 50 entries for the project.  It embodies what a ‘purple goldfish’ or ‘marketing lagniappe’ is all about.
For 20 years, Doubletree Hotels have built a reputation on a unique treat that keeps leisure […]

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Backstory on the v4 principle and 90% of word of mouth

November 29, 2009 v4 principle

I first came across the concept of the v4 principle almost 10 years ago.  This is a hilarious post from 2000 on Sportsbike.net from a guy named Rob from Boston,  a.k.a Streetracer.  I can remember almost peeing in my pants when I originally read this.  Enjoy:

Think about your entire history of relationships… Every person you […]

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The v4 Principle – ‘All Impressions are not Created Equal’

November 29, 2009 v4 principle

The Power of WOM
One of the frustrations I have with measurement of marketing is that it is fundamentally flawed.  It assumes that all impressions are created equal.  There is no weight given to context and / or the delivery mechanism.
Let’s have a look at advertising, sponsorship, pr and word of mouth:

Advertising is a one […]

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