Comments on: JC Penney Rocks Your Look http://www.jacksonfish.com/blog/2008/06/30/jc-penney-rocks-your-look/ Handmade Software Experiences Thu, 04 Dec 2008 20:20:49 +0000 http://wordpress.org/?v=2.6.5 By: Hillel http://www.jacksonfish.com/blog/2008/06/30/jc-penney-rocks-your-look/#comment-59779 Hillel Thu, 10 Jul 2008 22:22:10 +0000 http://www.jacksonfish.com/?p=1401#comment-59779 You make a good point. I have no problem with things that are temporal. I suppose the internet has unlimited space for unused clutter. :) In all seriousness, something good and timely can be quite valuable. My main issue is that many of today's marketers tend to do stuff that is not just temporal but doesn't amount to more than a distraction at best and frivolous at worst. Ostensibly the goal of brand advertising is to engage an audience in a situation where you can reinforce the brand's values. In theory, those values should be invariant over time. So, why invest in a site that has an expiration date when you can design a site (for likely the same cost - or less) that has no built in expiration date. Let it keep working for you long after the marketing team has moved on to other initiatives. Ultimately I think the real challenge is creating experiences that will become part of people's lives and that brands can attach to in a meaningful but not overbearing way. If JC Penney succeeds in engaging people with this site and then abandons it, I'll claim they set their bar too low. Isn't the goal to create a lifetime relationship with a customer? You make a good point. I have no problem with things that are temporal. I suppose the internet has unlimited space for unused clutter. :) In all seriousness, something good and timely can be quite valuable.

My main issue is that many of today’s marketers tend to do stuff that is not just temporal but doesn’t amount to more than a distraction at best and frivolous at worst. Ostensibly the goal of brand advertising is to engage an audience in a situation where you can reinforce the brand’s values. In theory, those values should be invariant over time. So, why invest in a site that has an expiration date when you can design a site (for likely the same cost - or less) that has no built in expiration date. Let it keep working for you long after the marketing team has moved on to other initiatives.

Ultimately I think the real challenge is creating experiences that will become part of people’s lives and that brands can attach to in a meaningful but not overbearing way. If JC Penney succeeds in engaging people with this site and then abandons it, I’ll claim they set their bar too low.

Isn’t the goal to create a lifetime relationship with a customer?

]]> By: trace http://www.jacksonfish.com/blog/2008/06/30/jc-penney-rocks-your-look/#comment-59775 trace Thu, 10 Jul 2008 20:53:39 +0000 http://www.jacksonfish.com/?p=1401#comment-59775 i find it interesting that you ask if jc penney will let their site atrophy after the contest. what's wrong with temporal content.i think we need more of it rather than the mentality that everything needs to live forever. they could create a new instance of it for a distinct version, but i say, let it die, at least good memories will linger. i find it interesting that you ask if jc penney will let their site atrophy after the contest. what’s wrong with temporal content.i think we need more of it rather than the mentality that everything needs to live forever. they could create a new instance of it for a distinct version, but i say, let it die, at least good memories will linger.

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