marketing prof's is full of goodies today. from No Thanks, I Don't Want Any Personalization

a user says "I lie. And, I don't feel guilt or remorse. When it comes to giving out personal information online, I have the morality of Satan's spawn.

Sometimes I'm Candice and sometimes I go by my soap opera diva name, Ms. Styles.

I usually live in Beverly Hills because I know the zip code is 90210. When asked about income, I am a student who makes $0 to $12,000 a year.

Lying online is not wrong. It's survival."

I have seen this is test after test after test. people give bogus information unless they think it will be useful to them, such as when entering contensts or when buying. otherwise, they don't bother. it's part laziness, part suspicion. i know one user who puts _@_.com in all email form fields. Just enough to validate....

while liquid design is important in websites, it is 6 gazillion times more important in html email. I can't read this.

Considering all the different email clients, and all the different configuration each email client can have, html email is a gamble. Liquid design helps stack the deck in your favor.

Brand Metrics: Your Key to Measuring Return on Brand Investment

"Brand metrics help companies strategically grow their brands by

• Providing decision criteria to move them through a transition or architecture process;

• Providing an ongoing understanding of how a brand is performing both internally and externally;

• Helping to sustain organizational focus and communications;

• Helping to allocate resources more effectively on an ongoing basis.

Utilizing a well thought-out and balanced set of metrics drives objective decision-making and aids in the development of brand over time."

to the sneak peek treat