eBRANDgelism

OK, it's happened again. The day after I was raving to a client about my favorite green brand Method Products, the New York Times ran a glowing article about it. But I shouldn't be surprised. Method is a great example of a company built on eBRANDgelism – using a cheeky but smart personality to create passionate word-of-mouth, and eco-chic design that turns consumers into advocates. Myself included. Aside from purchasing nearly every product on the shelf, I've even gifted lucky clients with their products in hopes of converting new disciples. And I actually covet every new product they release – check out their iPod-like Aroma Pill, which makes those Glade Air Fresheners feel like 8-track tapes. Best of all, Method makes it sexy to be green (something so counterintuitive - like Birkenstocks on stilettos).

I've now become an eBRANDgelist for a network that's looking to enlist more through its original programing – but I'll actually be there for the commercials. A shout-out to AMC for their clever, brand-building, pod-busting approach to the premiere of "Mad Men." If you missed it, be sure to DVR the next airing – if not for the show, which was sorta like the Sopranos as as '60s ad agency, then for the breaks, where every sponsor got its own branded intro (which is – genius! – visible even in fast-forward). Brilliantly conceived and flawlessly executed, kudos to Charlie Collier and his team. Leave it to a brand-savvy former ad sales guy to figure out how to make the commercial break win-win for everyone. (Only question is, did the intros come from promo time?)

And the show? Intriguing enough to watch the next episode – in between the spots, of course.