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I often state that I am turned off when a company tries to make an ad out of a logo, because it demonstrates (a) that the strategy is based on an inflated sense of the mark, and (b) an assumption that we consumers have this great love affair with a company’s name and logo.
This execution from Honda Accord in the UK is admirable, because it tries to demonstrate the tagline (“The power of dreams”) and the slogan “Difficult is worth doing” using not the logo but the brand name.
What was unusual was that this TV ad was broadcast live yesterday at 8.10 PM on Channel 4, using 16 skydivers who form the five letters H-O-N-D-A during a free fall. Before the ad ran, an announcer prefaced it by calling it a ‘live break.’
But while this is entertaining, un-commercial like, and creates some buzz, what exactly does it demonstrate about the car? That difficult challenges are something you could overcome while driving an Accord? It doesn’t compare it to other stunts such as Adidas’ Imposible is nothing work on the vertical face of buildings (during the Olympics). To me it seemed more like “Honda is so cool, we thought you’d skip the bathroom break and see our name in the clouds.”
We have broached this topic here before, talking of grammar and accuracy. In the world of journalism this comes up a lot, and the deputy manager of New York Times’ digital journalism addresses this well.
The need to scoop, to deliver news as it breaks and the expectation of accuracy butts heads in a medium that has two formats, or two delivery systems. Very interesting insight by Jonathan Landman into how the Times juggle datelines, feedback and the challenge of ’synchronizing’ both products.
In a previous piece Landman talked about a “continuous news” reporter, which is no different from the experience of communicators in other fields. No story is static, so whether it’s a press release or a microsite, I find myself in the continuous news mode.
*Cross posting from ValleyPRBlog.com

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The story of Chris Page, a Mesa journalist and theater critic is a sad obituary on the profession. He was found dead. He had recently moved from the beat of art critic to online journalism, but was recently laid off, said his former employer, the
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