Testing a published VyewBook

“I personally don’t think there’s a big distinction [between brand and reputation]. I define branding as having three components: 1) identifiers, such as the name of the company or its logo; 2) its attributes, which be positive or negative and may consist of such characteristics as trust, integrity, or product-related benefits; and 3) the associations or linkages between the identifier and attributes, and how quickly they come to mind. A company with a strong reputation usually has powerful linkages between its identity and these attributes."

Don Sexton, Professor of Business, Columbia University | BtoB | 2 April 2007

"I don't want brands to advertise to me, I want them to be my friend"

Pieter Casneuf, CEO, ADAM Software, email of 19 November 2007

"I want to know which segments of my customers are skipping my ads. If one segment has the highest propensity for skipping, I may be able to supplemnent my marketing mix with other stuff to reach them."

Seth McLaughlin, Senior VP, Marketing, Luxottica | Wall St. Journal 8 November 2007

"It's not about the cost…It's a classic Rubin thing: You do it for the sake of doing it and because it's cool, and as a result there's a childlike innocence about it."

Zarko Dragonic, design alum of Apple Macintoshes and colleague of Andy Rubin, the design chief of the new Google mobile phone | NY Times 4 November 2006

"The need for marketing accountability and measurable results is absolutely key. [At HP] we look at view time and interaction rate … back-end behavior, which varies program by program: whether people register, sign up for an e-newsletter, request additional information, even thing like pages views. Getty to what that whole portfolio of brand-end data is critical. I don’t think that [brand] engagement means one specific thing."

Mary Bermel, Director, Interactive and Emerging Media, HP | BtoB Magazine 13 November 2006

“Intelligence is advertising turned inside out: Secrets are cool; secrets are the very root of cool.”

William Gibson, cyberpunk author, Spook Country

"There are massive changes going on in society, particulary among young people who feel comfortable sharing information in a digital society. We seem to be getting into a period where people are closely watching each other…we haven't begun to grapple with."

Kevin Bankkston, staff lawyer, Electronic Frontier Foundation | San Jose Mercury News, 29 October 2007

"Go to any three-day-long developer conference, you get all the info about the tech, but what your really see is people getting together who have never met before. It's a club. The world of Second Life provides an excellent approximation of what we do in real life...We lose some of the face-to-face interaction but we gain from people being more candid...Just becuase it's in a virtual space doesn't mean it can't be as real."

Chris Melissinos, Chief Gaming Officer, Sun Microsystems | BtoB Magazine 11 Decemeber 2006

“Our intention with Digitas and Publicis is to build the global platform that everybody uses to match data with advertising messages. There is a massive transformation happening in the way consumer live and the data we have about them, but very few companies have up to it yet.”

David Kenney, CEO, Digitas, Division of Publicis, NY Times, 6 August 2007

Bold. Insightful. On the mark. Finally an advertising agency understands that a digital business model confers a competitive advantage.