Five celebs I would love to have as clients

Recently a few celebs have been in the media a little more often than not ... not for their great works or deeds, but rather for indiscretions, DUIs, philandering and a lot of bad judgement!

If I could take on five celebs I liked to scrub down and rub the tarnish off, here is my wish list:

Tiger Woods: I know, I know ... isn’t 20 a little too excessive?!! But really, this guy is a PR dream come true for any makeover artist. First thing I would do, is stage the customary photo opp with the kids. Always a hit with the media and pulls at the heartstrings of even the most right-wing evangelical mother. Show him at the zoo, amusement park or having a family breakfast at Perkins. A visit to the Buddist Temple with mom is a good follow up story. Now all he has to do is win a major (or kick-ass at the Ryder Cup!) and figure out that putting. He'll be back on the leaderboard in no time.

Lindsay Lohan: Poor little Lilo. Here’s a train wreck begging for a transformation from a professional PR person. My action plan with this diva is to call a press conference pronto. She needs to beg forgiveness from family, friends and the public for her reckless behaviour. She needs to look sorry and shed a few tears a la crying preacher. Then I would beg Quentin Tarantino to put her in one of his films (he can resuscitate any failing career, ask John Travolta!) and you’ve got the come-back kid of the year. If Robert Downy Jr. can do it .... she can too. Just stay off the sauce kid.

Mel Gibson: In my opinion, this guy’s got more talent in his pinky finger than anyone in Hollywood including James Cameron. But why can’t this guy shut the hell up and keep his fists in his pocket. First order of business, he needs to be seen in public with squeaky clean women beyond reproach. Taylor Swift is a good start. Not to be dating her, but at a public dinner discussing his next film project. He needs to go on a few chat shows and work the couch. Namely The View, he can put Hasselbeck in her place, and I’d bet she’d enjoy it. If he wins the female audience back, we’ll all be asking “Oksana who?”

Kanye West: After his disturbing interruption on Taylor Swift during last year’s MTV awards, the guy has uttered a few insincere apologies, but has lost a young audience namely due to his unabashed arrogance and self indulgent music. I have only two words for Kanye that will make him a sure-fire hit with anyone under 16 ... Justin Bieber! Get that duet underway and the most powerful buying group in North America will put you squarely on top again. A photo shoot of you and Bieber on the cover of J-14, and you’ll never have to beg forgiveness again .. not your style anyways Kanye.

And lastly, for my PR miracle cure ...

President Obama: Now how could this man with such an impeccable pedigree make my list of celebs who need a PR makeover. But President or not, he is a bona-fide celebrity of supreme stature who makes TV appearances, followed by the press and whose every word in the public domain is documented and analyzed to the core. But he’s not scoring any points with the American public -- with little or no progress on the economy, a healthcare reform getting a lukewarm reception and foreign policy that no party is happy with ... Obama needs a defibrillator to get that approval rating back up. Well, everyone knows that behind every great man, there is a woman rolling her eyes. That’s right... Michelle get out there now .. faster than you can pump those arms! He needs your help. Go on the campaign trail, go on The View, Lopez Tonight, do stand up on SNL – look what that did for that Alaskan beauty queen ... but for God’s sake woman help your man out!! That’s what First Ladies are for. Make America forget their woes and have them fall in love with you!

Ok. Any takers?

Canadian Marketing Awards: My Highlights

Friday night I attended the Canadian Marketing Awards at the Westin Harbor Castle. It was my first time attending this show, and it definitely won’t be my last!

It was a fabulous evening that celebrated spectacular work in Canada from various marketing disciplines like traditional advertising, digital, promotions and of course a few PR campaigns made the list.

The big winner was DDB Toronto for their work on Subaru—you know the ads with those loveable, hunky, Sumo wrestlers! Go Big or Go Home! And they did go home, with tons of awards. It was the Ben Hur of the evening. DDB were up on the podium seven times – sweeping category after category and then finishing with the top overall award of the night. I had the pleasure of having drinks with the DDB team and the Subaru client just prior to the show and their wins couldn’t happen to a nicer bunch of guys! Thanks to Prez David Leonard for buying me all those very expensive cocktails! Next one is on me.

Other highlights of the evening included big wins for John Street and their War Child campaign; McDonald’s Free Coffee campaign; Rethink’s Coast Capital Savings; TAXI II for Mini (nice going Lance!) and my pals at Doner Canada for their win on MAZDA3 “33 Keys” – that was a proud moment for Maverick too as our little agency helped spread the word on that campaign. Nice work Dave! Get Strategy Magazine that will run down the bronze, silver and gold award winners in full.

However, the best part of the evening for me was connecting with all the ad agency folks I have done business with in the past and continue to. The blessing of the evening was the fact that I didn’t run into any smarmy PR folks .. so refreshing to mingle with creative and agency heads who don’t speak to you like their on a message track.

I ran into my friend, Geoffrey Roche (his agency won an award for their work on ALS, a very moving, compelling spot); Aldo Cundari who was a major sponsor of the show and took home some hardware too for work with the LCBO; the dynamic duo Bill Sharpe and Tom Blackmore, the most sincerest and funniest guys in the biz and finally met Mitch Joel of Twist Image very cool guy, he looks just like his blog photo. But making my highlight reel complete is when I ran into Tony Chapman of Capital C. The guy is truly one of Canada’s most creative guys and knows the value of PR for his own brand, even better than Lavoie. So I see him, and I say “Hi.” I get the blank stare, he has no clue who I am, and I don’t blame him. He probably knows like a million people and I have one of those forgettable faces. So I’m like, “Remember me? Julie from Maverick.” Ahhhh, the fog lifts, he puts two and two together. “Ya right, how are you? You’re independent right? We should do some business together.” Yeah, I’ve been waiting over a year. So call me already! By the way Tony, nice skinny tie you were wearing, you pulled that look off.

I have to give a special shout out to two people who literally saved my night. As a last minute ticket buyer, I was relegated to the backwoods table – you know the one, the sorry ass singles table where they forget to put the centerpiece, no wait staff and you are up in a corner with dim lighting talking to a guy selling post cards. Well, David Engel of Innovative Graphics (a client of ours) and marketing maven Mona Goldstein come and whisk me away from purgatory and placed me at their very prominent table holding centre court. That was sweet! Thank you sooooo much!

'Cuz in the words of the immortal Patrick Swayze … “Nobody puts Baby in the corner.”

To next year. I’m buying my ticket early!

I smell a rat

Well just when you thought grocery giant Loblaws was turning a corner ... great ad campaign promoting no name brands in these economic times, better produce, better store layout, fresh food stations – they had to get a vermin problem!

Yup, that’s right, as of last night the Loblaws at Dupont and Christie (where I do a lot of lunch shopping during the week) has closed down due to a major rat infestation. How did I find out? Not through the papers, or a tweet, but by showing up and witnessing a gaggle of reporters and cameras outside their doors. My partner Gerry was at the store today doing his regular lobster bisque soup run (I think they make the best lobster bisque in the city!) when he couldn’t get in. He thought it was due to a robbery, but no, something worse, vermin.

Sadly, Loblaws has been mum on the situation and there was no sign of a press relations officer at the scene, leaving it to employees to handle media and talk to angry customers. The last thing you want is a health inspector telling media the infestation is 'serious.' And that's what happened.

PR 101 – if you’re a leading brand in the food business and health inspectors shut you down to due to rats or mice, my best advice is to plant a spokesperson ASAP and get some information out there. Good or bad, people need to know what’s going on and what next steps are.

I’m sure they will clean up the rat infestation problem soon, scrub the place clean and it will be back in business in no time.

I just have one question? In these harsh economic times, were those “no name” rats on the premises?

The Annual Closet Switcheroo

Ah … spring is finally here (if you were in Toronto this weekend, you know I'm slighty off by this statement ...brrrrrrr....) and for me that means making the closet switch.

Now most guys have no idea what this means. But for my female readers, you know the drill. Basically it’s taking your itchy wool winter suits to another closet in your house while you transfer your entire summer attire (including bags and shoes) into your main closet. This ritual signals the season for open-toed sandals, and many of you can ditch the control-top pantyhose. Well, some of you anyways.

I did the closet switcheroo this weekend and the best part was getting rid of all those dull dreary colours that I’d been staring at since October. You know the ones: black, midnight black, off-black, washed out black and the dreaded “I thought it was black when I bought it but it’s really dark blue” .. I can’t believe how much black I wear during the fall and winter. I look like some post-war widowed Italian lady all winter long. Well, those schmattes will now go away for another season, to be replaced with cheery hues of pinks, blues, the whitest of whites and, of course, a delicious range of shades in ecru (that’s beige for my male readers).

After my closet is ready for spring and summer, I go shopping to add a few more pieces, like some trendy bits and a few new summer halter dresses. But I do have one fashion wish for this summer … I pray that designers will not bring back any of the following fashion faux pas:.

Ultra low–rise jeans: These jeans are just wrong for women who are still sporting a muffin-top due to little junior … or those whose little ones are all grown up and off to college. Please, if you have a heart “up” those waists. And while you’re at, make sure you add at least two percent Lycra to the mix for those days when one piece of chocolate just won’t do!

Spiky stilettos: Jimmy Choo, Manolo Blahnik, and Miu Miu all played a dirty trick on us gals. They designed the highest of heels, made us sport ugly toe-cleavage and made us pay a G-note for shoes to feel like a real woman. Well, my bunions are saying “no” to high heels this summer. It’s comfy wedgies and Nike Air heels for me!

Ballerina flats: Ballerina flats should be reserved for young girls, or tall women whose legs go on forever. The rest of us look like waddling ducks in those ridiculous things called shoes.

Oversized handbags: I’m not sure what the fascination is with giant sized metallic handbags. Are these women running away from home? What are they carrying in those sacks? You can fit both Olsen twins and a laptop in those hand-bags. Ladies, all you need to ever carry is a credit card and lip gloss.

And finally, the worst summer offence they need to haul to a faraway landfill site is:

Empire-waist mini dresses: No, no, no. Women should not be dressing like their eight-year old daughters in dresses that only look good on ultra-skinny runway models. These dresses make most women look pregnant. Pair this dress with ballerina flats, a pixie haircut and you’ve got Rosemary Woodhouse.

Now, I can’t really comment on men’s fashion … but I will!

Skinny Ties: One word - stupid. America voted. You can only wear a skinny tie if you are Ryan Seacrest.

Happy Closet Switching Ladies!

Back from the magic

If Disney is known for anything, then it must be “magic.”

I spent last week at DisneyWorld Florida followed by a four-day cruise on the Disney Wonder. It was nothing short of spectacular. Whether you are young at heart or have young children, book your next trip to Disney. It won’t disappoint you. I promise.

Disney definitely lives up to its brand of “Making People Happy.” And it did. I had an ear-to-ear grin the whole time. I think I’m a big kid at the end of the day and Disney was the right vacation to cap off a very busy year at MAVERICK.

Here’s what impressed me about Disney:

Efficiency: Walt and his buddies wrote the book on time management, and I certainly took notes. I cannot comprehend how the Disney Corporation manages so many people on land and on a cruise ship so seamlessly and efficiently. I was beyond impressed. From our luggage showing up on time to the wonderful beach excursion on Disney’s private island, it was all so perfect.

Excitement: Casino Rama may claim to “deal excitement” but Disney lives and breathes it in every respect. From the rides to the shows, Disney is all about exciting experiences. I got caught up in the moment meeting Mickey, Minnie, Pluto and Goofy and the rest of the Disney characters. In fact, I think I may have trampled on some poor kid’s feet as I rushed in to hug Mickey … sorry, little guy! (The photo above is of Rachel, Belle and me on the Disney Wonder).

Superb Quality & Value: The food went beyond my expectations. Whether you get a slice of pizza on the boat or a breakfast platter at Magic Kingdom, the value and quality of each meal met my high standards. I had lamb chops at Palo (on the cruise ship) I am still savouring the flavour.. Magnifico!

Friendliness: Everyone associated with Disney seems to have overdosed on happy pills. From the cruise wait staff to the park personnel, these folks make Elmo look cynical.

Exceptional Atmosphere: I know, I know, I wasn’t in Bali or the Caymen islands, but for a family vacation filled with princesses and over-stuffed characters, there was a ton of atmosphere. The balcony off our room on the cruise ship was stunning and we caught a beautiful sunset the first night out. Our room at the Animal Kingdom Lodge in Orlando was also terrific with great vistas – we had large African animals roaming around right outside our balcony! Don’t see that in Toronto. Very cool.

I knew this trip met my little girl’s expectations, when she turned to us and said “Mom, Dad, this is the place where dreams really do come true.”

We couldn’t have agreed more.

And as they say in Disney .... "Thanks and have a magical day."

I'm outta here ...

This is the first time in more than eight years that our family is going away during the Christmas break. Getting ready for this trip was like preparing for an open-book algebra test. For the past six months I’ve been buying guidebooks, studying schedules, looking up restaurant reviews, and booking sightseeing excursions. I’ve also developed a critical path and workback schedule. (Good thing my PR background comes in handy once in awhile).

No, we aren’t trekking somewhere in Nepal … we are going to Disney World in Florida!

That’s right my friends, mapping out this trip with a soon-to-be seven-year-old girl in tow had to be planned and thought through months before we even booked our seats on the plane. Who knew there would be wall-to-wall bookshelf space devoted to designing the ultimate Disney experience? Sometime last year, social media butterfly, Dave Jones told me to start preparing well in advance for this vacation. Of course I thought he was kidding … he wasn’t. Specifically, he said, if we had serious intentions about getting in on the highly coveted Once Upon a Time Breakfast at Cinderella Castle, we had to book our table at least six months beforehand. We did, and so we will be dining with the princess and her friends for the happiest meal ever. Pre--paid no less!

The branding and marketing of Disney is not just pure genius, it’s pure commerce! We have spent a lot already on this trip just to ensure that all of our little girl’s dreams are met in what they call the happiest place on earth. (I always thought it was around my mother’s kitchen table?)

I hope the folks at Disney take a page out of the PR Agency Handbook: under promise and over deliver ‘cuz my expectations are at an all-time high.

Gotta go now and finish packing … too many shoes to fit in a silly little carry on.

Have a prosperous New Year, everyone, and keep on reading this PR Maven’s blog.

More juicy stuff coming in 2008.

Ads that really work!

Whoever said advertising doesn’t work, hasn’t seen this glorious ad for Armani briefs, superbly modeled by David Beckham. The ad campaign launches next March, but a sneak peak of this (package) campaign has sent sales soaring by up to 50 per cent of the white briefs at upscale Selfridges in London.

My Xmas gift to you ladies! Enjoy!

Brand loyalty to a fault

Imagine you buy a product. In fact, you are eternally loyal to the brand. Nothing else will do. You know lots of people who share your passion for the brand. You brag about it. You dream about it. There is nothing more sacred than this brand.

But there’s one snag: this particular product lets you down time and time again. It fails to perform, it fails to deliver on its promises, and it hurts to even look at it sometimes. So you bitch and complain about it to your friends. You even call radio DJs to voice your disgust and you curse the product to the heavens above.

Still, you keep coming back. There is no other choice for you. There is no other choice, period. You have pledged allegiance to the brand and you will pay whatever it costs to get your hands on the product. The odd time when the brand performs well, you grab the megaphone and tell the world about it. Those are rare occasions, but you live for those moments. It’s the best feeling in the world.

Now you’re probably thinking: Who are these fanatic brand loyalists? What the heck is their problem? And what kind of Holy Grail product offering is this anyway?

Attention Toronto Maple Leaf fans: I’m talking about you!

No other brand in this country has so many fans with undying loyalty. It’s almost sickening. And it’s sad because the fans have been let down, time and time and time again.

When your car keeps breaking down, you’ll probably switch models next purchase. When your dry cleaner keeps shrinking your shirts, you’ll probably kiss him goodbye. When your volumizing shampoo stops poofing, you’ll be switching brands soon enough. But Toronto hockey fans are a special kind of brand enthusiast bunch. They won’t boycott a game to show displeasure … anything but. Hey, they’ll, even pay more for tickets! A marketer's dream indeed!

The worst team in the league keeps getting worse. But Leaf fans don’t care. They drank the Kool-Aid years ago and are clinging to the refrain “It can’t get any worse than this.” The game against the Atlanta Thrashers the other night proves this team has hit rock bottom. But it doesn’t matter. Leaf fans are believers, forever loyal, and will defend their choice to the end.

Now if only Unilever, Colgate or Nestle can figure out how to bottle that kind of brand loyalty...!

Building a Brand for Toronto

I can’t think of a tougher job right now than being the new CEO over at Toronto Tourism. David Whitaker has been on the job since April 30th and it’s his mandate to put Toronto back on the tourist map and to create a tangible brand for this city – something we’ve lacked for years. He hails from Miami where he turned around that city’s musty, sun-drenched image into a vibrant, hip, fashionista place to be. And it worked. I flew to South Beach two years ago just to have a drink at the chic Delano Hotel and take a stroll past Gianni Versace’s house, and it was certainly worth the trip!

So what is Mr. Whitaker going to do for Toronto? One thing’s for sure: I hope he slashes and burns that insipid “Toronto Unlimited” tagline from every piece of literature it’s on now. When they unleashed that puppy, after spending $4 million to come up with it in 2005, the city became a collective vomitorium. It meant nothing, said nothing, and was an embarrassment for the city.

Now, let me be very transparent about this fact: I love this city! I don’t think anyone loves Toronto as much as I do. I was born and raised here, with no plans of leaving. But for the life of me, I can’t understand why we are failing to lure tourists to this remarkable city. Okay, the rising dollar is indeed a factor, but the SARS scare is history. So why aren’t Americans coming to T.O. for all we have to offer?

We have swanky hotels, some of the best restaurants (please don’t close down Scaramouche), a nightlife with a distinct vibe, and some of the most amazing attractions (yes, the CN Tower is still very cool). We have a new opera house that rivals those on the world stage (credit to the late great Richard Bradshaw, whose funeral will be held tomorrow at 11 a.m. at Toronto's Anglican Cathedral Church of St. James) and more unique theatre productions popping up every year. And above all, this place is ultra clean and safe, safe, safe … did I say safe?

The only thing we have to fix in this city (no, not the potholes) is our “service” mentality. The one major complaint I have about this city is not with the physical beauty or the offerings: it’s the people. Those in the service business have to exude a service-like attitude all the time. Just travel to New York City where they take customer service to the highest degree. From the waiters to the concierge at any hotel, they treat every visitor with kid gloves. It’s the service in a city that keeps you coming back for more. You feel special, and who doesn’t want to feel that way?

Other than our snobbish service issues, Toronto has a lot to offer. But still we just can’t find the right lever to pull with that elusive American audience.

One thing’s for sure, I don’t envy Mr. Whitaker’s job. He’s got to reach out to the world, create a brand for our city, and keep a ton of people happy, including about 2.5 million Torontonians who are vocal ambassadors for this city.

Good luck, sir. I’ll be watching.

What's in a Voice?

So much of a company’s brand persona is embodied in every customer touch point - from the company’s logo to its tagline to the way a company conducts its call centre. Even a company’s voice mail system says a lot about the firm and the people who work there. Just call my friends at Toronto ad agency Lowe Roche … they have best voice mail in the country, hands down!

That’s why I had the biggest shock of my life when I recently called the offices of former CHUM/CITY-TV in Toronto. The big booming voice of TV broadcaster Mark Daley has been replaced by some squeaky sounding guy telling me I just dialed CTVglobemedia. I thought I had dialed the wrong number so I hung up. Who was that? Where was Mark? And what happened to the CHUM I know? Where’s that familiar greeter on the phone system I am so used to hearing?

Ok, I know CHUM was sold. But did they have to lose Mark Daley's distinctive voice on the phone system?

For those of you who know what I mean, there is a deep sense of character loss when you dial that number now. It’s just not the same anymore.

Let’s face it, you don’t have to get rid of every piece of branding after a merger or buyout. A great example is when Telus bought Clearnet years ago. They adopted Clearnet’s tag “The Future is Friendly” and most of the iconic branding that was associated with Clearnet. Telus did the right thing.

So my message to CTVglobemedia is this: bring back Mark’s voice! Even that simple recognizable voice on the phone is part of CHUM/CITY-TV’s hallmark. Don’t dump it simply because of new ownership. Embrace it. Keep it. It still works.

Btw, August 16th has a real significance for me. First, it was on this day in 1977 that The King, Elvis Presley, passed away (shhh, I can still hear him in the building). Second, it’s singer Madonna’s birthday, she and her fab abs turn 49 today. And finally, it was one year ago today that I posted my first blog and entered the blogosphere. So … Happy Anniversary to me!

Vanity Sizing

There is something very sneaky and sinister going on in the fashion world and I think I'm the last to figure it out. Designers are lying to women … and we’re loving every minute of it!

A fashion designer’s latest salvo in the customer experience area is called Vanity Sizing.

A number of years ago a new size was introduced to unsuspecting consumers … Size 0. We all know the Size 0 lady: no hips, no waist, and certainly no pecan pie has ever touched her lips. She’s not even a lady, but some pre-pubescent “woman-girl” who likes designer duds.

The first time I knew there was a Size 0 in stores was when I was trying on some clothes at Holt Renfrew on Bloor Street a little while back. I was desperately in need of a pair of funky jeans and was in the change room trying to squeeze myself into a very tight pair of Burberry pants. Just as I was inhaling as deeply as I could to pull up the zipper, a lady in the next change room yelled out to the sales associate, “This Size 2 is too big. Can you please bring me a zero?” I was so disturbed that I felt like running to the nearest Harvey’s and shoving a great big Angus Burger down her throat.

And then I realized the Burberry jeans had slid quite nicely over my J.Lo thighs. “I’m a Size 6!” I almost shouted at the lady next door. “I’ve never been a Size 6 in jeans.” I was on such a high that I ended up trying on Calvin Klein pants, a Ralph Lauren jacket, and a Donna Karan blouse, with my sizes ranging anywhere from 4 to 6! “This is amazing!” I thought. “Either I’m losing weight or my flab is shifting!”

Sadly, I knew the jig was up when I walked into the Betsey Johnson shop in Yorkville and managed to get into a Size 2 frilly camisole. The last time I was a Size 2 … I was two years old. Something was amiss.

And then it finally hit me. I’m not getting any thinner. Rather, designers are getting shifty with their sizing and giving us gals the biggest ego boost ever in return for brand loyalty. Designers have figured out how to get a positive brand experience from consumers simply by dressing that Rubenesque Size 14 gal into a Size 10 dress. If you’re a classic Size 8 (the average woman’s size), you’ll be dipping into a Size 6 or 4 easily these days. And it’s not just my conspiracy theory mentality. Every woman I know is talking about this new “thin” phenomenon and a number of press around this subject.

So how is this even possible? Well, with the mass introduction of Size 0, which essentially is a Size 2, all of the clothes we are trying on now have moved down a notch or two to accommodate making the twos feel like zeros. And, of course, they’re adding Lycra to everything from bras to jeans to evening gowns making it so much easier to slide into our teensy-sized clothes. Lycra seems to be everywhere – hey, I think there’s even a hint of it in my furniture polish!

Suffice to say, designers are having a field day with the female mind by helping them buy into the slim myth. The good news is that there’s really no harm being done here. It’s a win-win for everyone: designers get repeat business and women get size bragging rights.

Now if only those designer price tags would downsize, too…!

Brands: I just don’t understand …

I am so perplexed these days. I keep seeing editorial about two brands that have obvious brand equity and heritage, yet I don’t know a single person who uses the products or confesses to even liking these brands. It’s strange, both brands command decent PR, but neither command a loyal following that I can point to.

The Vespa

Let’s start with those pesky little Italian scooters that come in a variety of cool, pastel and jewel-toned colours – The Vespa. Now, everyone knows (and if you don’t, you will now) I’m a staunch supporter of anything Italian. I spoke Italian before English, I was eating polenta, osso buco and parpardelle well before they all became mainstream menu items, and I have watched every Toto film before the age of 10. So, you would think I would love the Vespa brand … not! They are remarkably silly. This is not the city or the climate to be scootering about (well, if global warming persists, maybe!). This city is home to 4x4s, sports cars and yes, regular bikes. I wouldn’t be caught dead on those dinky motorized toys. And you know what? I don’t know anyone who has one. Not a sole. I know the brand, walk by the showrooms and read the news articles, but I scratch my head at anyone who would want to ride those things. Put on a matching green helmet and you’re a shoe in for The Great Gazoo! Vespas should remain in their natural habitat of Roma, Napoli or the Amalfi coast, it’s part of that landscape, not ours. So, please dear Italy, keep the Vespas in your country and export more super Tuscan wine to Canada.

AOL

Now AOL is one of those brands that make you go hmmmmm. Try this experiment. At the next party or function you’re at ask five people what AOL is. I promise, you’ll get five different answers. This is another one of those brands you know of and read about, yet I don’t know anyone who uses AOL, has an AOL e-mail account or can even discuss the virtues of this portal. As one IT guy told me recently, he wonders why AOL hasn’t been gobbled yet. I really have a hard time understanding this brand. What does it do that is different from Google or Yahoo? Why do I need to subscribe to get content that is already free on the Internet? What is the value proposition of AOL, and why on earth does it still exist? I got turned off years ago from the AOL brand when the company overloaded my mailbox with CD-ROMs. They had freebie discs popping up everywhere – in cereal boxes, poly-bagged in magazines. I swear I even found one of those discs in my box of Tampax! God, it was so annoying. They were so desperate for consumers to take a free ride on AOL that it just made me look the other way.

Now I know it’s a Time-Warner company and they have poured millions to keep this entity alive and well, all while trying to regain some of the luster the brand enjoyed in the nineties. But I question the relevancy and validity of this brand when the world is all about “search” and AOL is nowhere to be found.

I hear Taps playing … do you?