Ah, the Eternal Mystery Of The Click-Through. Has Yahoo! cracked the code? Hell if we know. But this here's an interesting article about folks trying to figure it out.

What's the one thing we always, always say here at the Mortarblog?

That you have an insatiable hunger for bacon?

No, the other thing.

Never trust the English?

No, the other-other thing.

OK! We didn't study! You got us. Are you happy now? Gah!

We always, always say: The Kids, They Will Mess With Your Brand.

And it looks like the kids have found a hilarious new way to do so. Well, maybe not that new. But still hilarious. Now, if you're the maker of this fine product, and you see your baby being teased on the virtual playground that is the Interweb, what's your next move?

Do you:

A: Jump into the Comments fray and start a flame war?
B: Pull the product?
C: Sit back, take any and all kidding with gentle good humor and then ride your courtesy scooter to the bank with your giant stack of cash?

It's weird when your brand gets away from you. But it's not always bad.

UPDATE 5/22:

What did we say? What did we say!?

Take it away, Washington Post:

"…The New Hampshire company that makes the "Three Wolf Moon" shirt said
that it doesn't generally mind being the butt of this joke.

"You have to be able to laugh at yourself," said Michael McGloin, a
partner and art director at the Mountain, who added that he finds some
of the reviews to be "freaking hilarious."

The company certainly doesn't mind the shirt's recent uptick in
sales: "Three Wolf Moon" is sold out, and the Mountain has started
printing up a fresh batch. It seems that the wolf theme was growing in
popularity even before the Internet hipsters descended, McGloin said.

"Wolf shirts are super hot right now," he said. "It's the year of the wolf, I guess."

Don't hurt your back hauling those big bags of cash, Mr. McGloin.

If anyone needs us, we'll be in the Smug Satisfaction Suite.

A beautiful series of images paired with a beautiful song make this work for IANSA a lot more powerful and smart than it might have been. A solid example of the director doing the little things right. Nice work.

Via The Daily Dish.

Hey, remember about a month ago we showed you this new identity work we did for the San Francisco AIDS Foundation? Well, not to toot our own horn or anything, but it got an awfully nice writeup over at Brand New, which is a site we read regularly and respect. We are humbled and grateful.

Thanks, Brand New!