Monday February 27, 2006

Return of the Marketing “My”

In the late ’90s, everything was “mine.” My Yahoo!, My AOL, My McDonald’s. Now, with all this talk of Web 2.0, everything is making a comeback, including interactivity, irrational exuberance, and—it seems—the marketing “My.” There’s MySpace, of course, and now News Corp.’s latest venture, My Network TV. (UPDATE: And MyABC.)

During the first wave of “My” marketing, I wrote an essay for the now defunct site ADAD, explaining how the strategy works. Like “AMBULANCE” written in reverse so it will appear as a word in your rearview mirror, “My” turns an advertising message around so that it can effortlessly appear, to the consumer, as a thought. Since everything old is indeed new again, I’ve reprinted that essay here.

Posted by jim at 09:50 AM ||