Wednesday, April 1, 2009


A few of us have marketing credits on our resumes. Speaking for myself though, I was always shitty at it. So it comes pretty natural to break rule number one and communicate about stuff that isn't even in our own commercial pipeline yet.

Today we received images of the handworked wax models for the button from our new closure system, -not to be seen on our product until the Spring 2010 collection (that's where talking about it now breaks marketing rule number one). The first round of prototypes were fantastic but our development-partners had used the wrong scissor artwork. We had insisted that the finishing reflect a sculpted 3D rendering instead of a flat CNC design so they had substituted an available version instead of using ours for the sake of speed.

Understandable but not quite good enough.

The folks we work with are just as inept at marketing-communications as we are. This is actual copy from their current website:

"I am a dummy copy. And I’ve been a dummy copy since my birth. It took me a long time to realize what it means to be a dummy copy: you make no sense. You stand out now and then by being completely out of context. Often, you aren’t even read at all. But does that make me a bad copy? ...."

Anyway, looking at the progress they're making on the new carvings we can forgive them the funky copywriting. Besides, who are we to talk? We'll focus on the product, they'll focus on our new button system and we can leave the marketing strategy to other folks.