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Gordon Hotchkiss

Member since August 2004 Contact Gordon

Meet Gordon at MediaPost Events

  • Gordon is attending OMMA Global at Advertising Week, September 27, 2010

Articles by Gordon All articles by Gordon

  • The Rhythm Of Strategy in Online Spin on 07/28/2015

    I confess - I poked the bear a little last week with my post "Is Brand Strategy A Myth?" Not too much. Just a little. I purposely oversimplified one side of an argument to set up a debate. I knew there would be those who would swing to the other side in defense of strategy.

  • Is Brand Strategy A Myth? in Online Spin on 07/21/2015

    On one side of the bookshelf, you have an ever growing pile of historic business best sellers with promising titles like "In Search of Excellence," "Good to Great" and "Built to Last." Essentially, they're all recipes for building a highly effective company - strategic blueprints for success. On the other side of the bookshelf, you have books like Phil Rosenzweig's "The Halo Effect," dedicated to poking holes in much of the "exhaustive" research we've come to rely on as the canonical collection of sound business practices.

  • 25 Years Of Photoshop in Online Spin on 07/14/2015

    Jennifer in Paradise: It's a picture that's become iconic in the history of digital imagery. It shows a topless woman with her back to us, sitting in the blue waters of Bora Bora and gazing towards the island of To'opua. But it's not what the picture shows that makes it iconic. It's what happened to the picture after it was taken. Jennifer just happened to be the girlfriend of Photoshop co-creator John Knoll. So, when he was demonstrating what Photoshop could do while pitching it to Adobe in 1988, this was the picture he had handy. As such, Jennifer in Paradise became the first picture in history to be Photoshopped. Adobe bought in. Two years later, in February, 1990, version 1.0 hit the shelves.

  • Ode To A Grecian Eurozone in Online Spin on 07/07/2015

    I'd like to comment on the Greek debt crisis. But I don't know anything about it. Zip -- or, as they say in Athens, . (I do, however, know how to say zero in Greek, thanks to Google Translate. At least for the next few minutes.) I also happen to know rather a lot right now about the Tour de France, how to wire RV batteries, how to balance pool chemicals, how to write obituaries - and most of the plotlines for the Showtime series "Homeland. "I certainly know more about all those things than the average person. Tomorrow, I'll probably know different stuff. And I will retain almost nothing. But if you ask me what in the world is happening right now, I'll likely draw a blank.

  • A Few Words On Memories in Online Spin on 06/30/2015

    It's been a highly emotional weekend for me. After a long battle, my Mom slipped quietly away in the middle of the night last Thursday. My dad, my sisters Laurel and Heather and I held her hand and stroked her forehead for most of the night as we watched her increasingly shallow breaths. We spent a lot of time reminiscing. It was all horribly beautiful. It was life - and death.

  • Fed Up With Feedback Requests? in Online Spin on 06/23/2015

    Sorry, Google. I realize this is my last chance to tell you about my experience. But you see, you're in a long line of companies that are also desperate for the juicy details of my various consumer escapades. Best Western, Ford, Kia, Home Depot, Apple, Samsung - my inbox is completely clogged with pleas for the "deets" of my transactional interactions with them. I've never been more popular - or frustrated.

  • How Our Brains Process Price Information in Online Spin on 06/16/2015

    We have a complex psychological relationship with pricing. A new brain scanning study out of Harvard and Stanford starts to pick apart the dynamics of that relationship.

  • The Coming Data Marketplace in Online Spin on 06/09/2015

    The stakes are currently being placed in the ground. The next great commodity will be data - and you can already sense the battle beginning to heat up. Consumer data will be generated by connections. Those connections will fall into two categories: broad and deep. Both will generate data points that will become critical to businesses looking to augment their own internal data.

  • A Eulogy for 'Kathy,' The First Persona in Online Spin on 06/01/2015

    My column last week on the death of the persona seemed to find a generally agreeable audience. But prior to tossing our cardboard cutouts of "Sally the Soccer Mom" in the trash bin, let's just take a few minutes to remind ourselves why personas were created in the first place.

  • The Persona Is Dead, Long Live The Person in Online Spin on 05/26/2015

    First, let me go on record as saying that up to this point, I've been a fan of personas. In my past marketing and usability work, I used personas extensively as a tool. But I'm definitely aware that not everyone is equally enamored of personas -- and I also understand why they're not fans. Like any tool, personas can be used both correctly and incorrectly.

Comments by Gordon All comments by Gordon

  • Five Lessons From 272 Columns by Aaron Goldman (Search Insider on 06/03/2015)

    Well done Aaron. Good luck on the social side of the house. I know first hand how the well can occassionally go dry on a week-by-week basis. 272 consistently insightful and entertaining columns is no small achievement!

  • The Mother of All Disruption by Gord Hotchkiss (Online Spin on 05/12/2015)

    Sure..that's one approach

  • Some Second Thoughts On Mindless Media by Gord Hotchkiss (Online Spin on 04/28/2015)

    Well..now we're getting into the ethics of marketing..which is relevant but whole different ballgame. It's one thing for markets to open up and become both more democratic and transparent, giving us more choices - it's another for marketers to push us towards those choices that are the worst for us, in the name of corporate profit.

  • Apple's New Watch Takes A Licking In New Horizon Media Survey by Larissa Faw (MAD on 04/24/2015)

    Agree with Maarten. When the iPad came out, I remember everyone saying that they saw no purpose in what was essentially a big iPhone - without the phone. This highlights one of the huge limitations of traditional market research - predicting the unpredictable because there's no trend line to project forward.

  • The Messy Part Of Marketing by Gord Hotchkiss (Online Spin on 04/07/2015)

    Kaila...if you follow the link above to Jakob's column, he talks about Information foraging. Also, Peter's site has a link to a few articles (http://www.peterpirolli.com/press.html). I wrote the second one down.

  • Consumption In Context by Gord Hotchkiss (Online Spin on 02/23/2015)

    Actually Terry, there are brain studies about multi-tasking and it's a myth. http://www.forbes.com/sites/nickmorrison/2014/11/26/the-myth-of-multitasking-and-what-it-means-for-learning/ We don't multi-task - we task switch. But we've always done that. There's nothing new here. It's just that it's different than how we watched TV in our childhood. Also..10% usage of the brain? Also a myth.

  • Farewell, Search Insider -- It's Been Fun! by Gord Hotchkiss (Search Insider on 01/07/2015)

    Thanks all for you comments and best wishes. Really..this is a bigger change for Mediapost than for me. I intend on doing what I've always done..just with a different masthead at the top.

  • The Sorry State Of Online Publishing by Gord Hotchkiss (Search Insider on 12/17/2014)

    I think the problem in publishing is a Schumpeterian Gale of Creative Destruction. Ken..and other publishers...I feel your pain. I suspect the reality of publishing will be very different in the next decade. The paradigm of ad supported media is not sustainable any more, and the answers will be found on the frontiers, not in the middle where old models are trying to hold on. We know that shouting louder and more often doesn't seem to be working.

  • The Unintended Consequences Of Technology by Gord Hotchkiss (Search Insider on 11/06/2014)

    And James...I have said in the past that every marketer should read Rogers' book. I learned more from it than any "marketing" book I've ever read.

  • The Unintended Consequences Of Technology by Gord Hotchkiss (Search Insider on 11/06/2014)

    Good points John. There are societal complexities and nuances that we/I shouldn't be attempting to label or judge.

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