Our new Web site has a look that's more than just a redesign. It's a total rethinking of how we want to connect with the world - not just prospective clients. In this spirit, we're also taking a new approach to our blog. No more white papers. Entries will still cover pertinent topics in advertising, marketing, interactive marketing, design, etc., but in lengths that are more reader-friendly.

There are blogs that everyone here reads every day. We read them because we find them informative and useful, and because we feel welcome into the conversation, even if we never comment. We hope you'll feel that way about our blog. And seriously, feel free to comment, whoever you are, whatever industry your're in, or if you're a student majoring in advertising or marketing (or anything else). Let us know what you're thinking!

Today’s Corporate Hero Award goes to Tim McIntyre, Vice President of Communications for Domino's Pizza. Unlike those in his position who have bungled corporate damage control to the extent of making the situation even worse, McIntyre responded to a classic “PR nightmare” with the perfect timing and response.

Marketing sensei Seth Godwin posted an item on his blog (http://sethgodin.typepad.com) regarding his ponderings on a professionally printed freestanding sign in front of a Peet's Coffee & Tea in San Jose:

"Unlike Any Coffee You've Ever Tasted Before."

The copywriting struck him as the sort of empty claim all too common in advertising. “Before” is redundant, “unlike” too vague. As Godwin wrote: 

"…why is 'unlike' a positive trait? I mean, boiled leech guts is also unlike any coffee I've ever tasted, that doesn't mean I want to drink it. "

Businesses wanting to get the word out about their latest achievement or product release have traditionally relied on cranking out a press release and sending it to as many newspapers as possible. The plan, of course, was that news-starved editors would seize upon the release, pass it along to a reporter for tweaking, then give it prominent play in print. The business would get plenty of “free” publicity, and consumers would clamor for the product, or at least give the business increased mindshare.

Now for a cold dose of reality.

Yesterday was an amazing day for the Central Florida Council and Boy Scouts of America in general. Mike Beer, one of our local Council staffers, helped facilitate a partnership between The Spirit of Daytona Race Team, Boy Scouts of America and Sullivan Worldwide to have the BSA logo on the 09 Spirit of Daytona race car.

To add to the day's excitement, members of Daytona Beach's Troop 65 were present for the event and helped push the car out onto the race track in full uniform. It was very exciting for all involved and a true pleasure for me to attend the press conference, pre-race events and to be involved with the team as we continue to develop and promote the Boy Scout brand here in Central Florida. Keep your eyes out for more news on the CFC, BSA. It is going to be an exciting year as we lead into the 100th anniversary of Scouting.

A special thanks to Mike, Ron, Eric, Troy, Bryan and Greg for your parts in making this tremendous accomplishment a reality.