Category Archives: Commentary

Something funny happened to one of the pages of the ASICS UK web site: it became really, really popular overnight. By “really popular”, I mean that over the past week, two days of traffic of this page represent over 25% … Continue reading →

This week, the United States Center for Disease Control and Prevention (“your online source for credible health information”) posted a notice on preparing for a zombie apocalypse. Such a piece will spread online wonderfully, because of the discrepancy between the … Continue reading →

Talking with Ian and Marxy over at Néojaponisme about the heritage of Onitsuka Tiger, around work they’re doing with us this year. What is the point for a brand like ours to promote a certain idea of Japan? What message … Continue reading →

Today, I was reminded of how much I dislike advertising: having depleted my supply of fancy soap, I’m currently using a bar of Dove I picked up at the supermarket (no choice). Dove is often talked about with awe or … Continue reading →

Recent reports of a tie-up between Adidas and Intel to enhance the shopping experience with technology are leaving me cold. I think this is largely irrelevant, and a waste of money. The best shopping experiences deal with store setup (merchandizing, … Continue reading →

A few days ago, Harald Neidhardt of MLOVE invited me to speak at the Sportswear International E-Fashion summit, in the mobile breakout session. The topic of my presentation was “The Authentic and the Effective”, and aimed at covering brand heritage … Continue reading →

Apple’s choice to remove the concept of files from the interface of the iDevices strikes me as a huge step. For a large number of people, the file (along with the folder, or “directory” for the old-fashioned people out there) … Continue reading →

Peter Merholz is having a go at ad agencies: advertising, as it is widely practiced, is an inherently unethical and, frankly, poisonous endeavor that sees people as sheep to be manipulated, that vaunts style over substance, and deems success to … Continue reading →

Somehow, the title Webmaster seems to turn people off. Should I reformulate this “online marketing support engineer”? Or “digital communications engineer”, after the name of the team and the basic qualification I require? Bottom line: I would like to attract … Continue reading →

The Citroën DS is an iconic model introduced in 1955, a high-end sedan used by French presidents. It was futuristic with its unbroken lines and curved glass surfaces, and it was extremely innovative, featuring swiveling headlights and a unique hydropneumatic … Continue reading →