Welcome to the home of Noah Brier. I'm the co-founder of Variance and general internet tinkerer. Most of my writing these days is happening over at Why is this interesting?, a daily email full of interesting stuff. This site has been around since 2004. Feel free to get in touch. Good places to get started are my Framework of the Day posts or my favorite books and podcasts. Get in touch.

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Marketing FIOS

This is as much a lazyweb request as it is thinking out loud: Looking at the way Verizon has spread FIOS seems to me like a classic case of old-school advertising working just as its supposed. They’ve bought tons of TV, used claim-based messaging (“X times faster than cable/DSL”) and every one and their mother knows about them. I haven’t seen a Facebook page, heard about blogger outreach or anything else of that ilk (though they certainly may be doing all of it). Anyway, I guess my point is that you can still build a brand the old-fashioned way: By buying a whole lot of television ads. Think about it, where did you hear about FIOS?

(Usual caveats apply: I don’t think this is the only answer, I know you need lots of different stuff and every brand is different. Just wanted to make the point.)

November 16, 2008