communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.


Wrong vs right in branded utility

A while back I was telling you about this campaign by Charmin to outfit Times Square with clean and comfy toilets. Today I came across the competitor Cottonelle, doing it's own brand of "branded utility".

Meet the Comfort Bus - looks like the Cottonelle puppy and it's traveling across the country to allow people to test the toilet paper INSIDE!!!! and talk to specialists if they have a hard time... well, pooping. [see the indoors and commercial here]
Can you spot the difference between the stupid idea and the good one? I can.

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