UKNM: Breathe

[Richard Gale]

Do you remember the rants during the summer about how bad targeting and lack

of an integrated campaign was doing nothing for breathe.com......well looks

like its last breath could about to taken?


http://www.theregister.co.uk/content/7/15354.html


Will this be the end of stupid dotcom spending? Is this one of the best

examples of millions being spent on a lifestyle brand building campaign and

yet failing to deliver?


I remember the Marketing Guru at Breathe rebuking us all in NMA stating that

he had a team of telecommunications experts that knew the market inside out

and that they were going to get great results. Always thought that it was

interesting that he was relying on people from the mobile phone industry to

sell an ISP!


Never like it when a company like this struggles, it helps none of us. But

surely people must learn that the old marketing principles do have a place

in our new industry, and to ignore them is to fail!


The ventilator is on standby!


richard



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