The right brain's connected to the left brain... and vice versa. This creative communications business is nothing if not good, cerebral fun. And our work product is only as "creative" as the intelligence that goes into it, and the intelligence it exudes. That's why when you hire us, you buy one lobe, and you get one free. Good marketing is part art, part science. Great marketing blurs the line. There are quantifiable and measurable aspects of "good ads", even some statistically safe predictions about BIG TYPE or colors or certain FREE subliminal words... but it's really all about communicating clearly and persuasively, about tilting consumers' inclination, leading them to attitudinal, psycho/emotional, then behavioral reactions. We're not brain surgeons. We're mediums... storytellers, framers of pictures and words that motivate... brain masseurs at best. This ain't art. In the great sea of capitalism, ads and postcards and email and direct mail brochures are notes floating on the surface. Seen today, washed up and forgotten tomorrow. Any creative firm that tells you they're making "art", or dwells on its past awards, is missing the point. Ad media serves a purpose -- it's a link in the chain, not the "end all". You'll never catch us getting too "precious" with your creative assignment, because you're paying us to fill a business need, not an art gallery. The message is the message. The medium isn't. (By definition, it's in the middle...) Media is the conduit between your message and your market, nothing more. I've immediately taken to most "new media" when they really were new (i.e. interactive TV in the 80's, and web in the mid-90's). But I feel strongly that media are means, not ends. I won't sell you a web site if a postcard will do, or talk you into Flash animation just because we know how! Some companies carry 2 or 3 tools and, no matter what, will hammer away at your problem with one of those tools. Not us. Listening to and clarifying your business objectives -- then furthering them through smart, targeted creative media -- is our goal, whatever the product, the message, or point of customer contact. When a new medium emerges, or an old one evolves, ooohs and aaaahs must quickly give way to "AHA!", as it's leveraged intelligently and appropriately for its unique power and/or purpose. (In other words, after the sizzle, there's gotta be some quality steak in your message.) Let's kill 2 birds with one message! Branding and direct marketing are not separate disciplines. More specifically, most marketing efforts can and should work doubly hard and integrate elements of both -- web sites and direct mail packages can tell stories as vividly as any other medium, while TV and print ads certainly have "room" for a call to action, offer, or incentive. (Oh, the stories I could tell about unnamed advertising CDs disallowing "my" URL or 800 number to disgrace "their" TV spots... God forbid their ad should provide people a channel to act after the obtuse attempt at persuasion.) Branding happens. It's the total experience, the consumer's relationship, living and breathing with the product in hand... Other times, at the very least, it's the convincing promise of an experience. But eventually, it's got to be a reality, and not simply an "image". A brand can't be forced upon people unwillingly. If your web site is gorgeous but crashes... if your reps are gorgeous but don't return calls... if your product is positioned wrong or otherwise fails to "keep its promise"... you've got a brand alright, it's just not a positive one. Like the term implies, branding leaves a mark long after impact. Quality takes time. How much quality do you need? Sure, we pretty much work on a "rush as standard operating procedure" basis, but always welcome the idea of speaking with you sooner vs. later, and doing some well-conceived work that will make you rich (or richer). That said, we're big believers in maintaining a smart "time to value ratio" -- 99% of what we do will be landfill in a month, or overwritten by next month's web site, so let's get the message out there ASAP and working for you. That way, you can sell stuff sooner, we'll learn stuff sooner, and sure, we can all do it again and more "creatively" next time. After the response and revenues come in. Enough is enough. That's what The Offswitch is about. Instant-on, no-nonsense, logical, brilliant, effective, affordable communications. Less is more. Really. But email Alan if you want to talk more about it.