Author Archives: MortarMark
March 5th, 2009

The Post About The Post About The Shirt About The Post.

Delfinatee

What do we always say here at the Mortarblog? (Besides a lot of stuff about bacon.)
We say – The Kids, They Will Mess With Your Brand.

So here, what we see is – San Francisco's Pizzeria Delfina taking negative Yelp! reviews…and turning them into employee t-shirts. Could this be a case of: Your Brand, It Will Mess With The Kids?

We think it could.

From Consumerist:
"The quotes are many and varied, but apparently one of them simply says "this place sucks." Hey, its like the old saying, "When life gives you lemons, make funny t-shirts to hide the pain." Wait."

First, let us say, we love this. There is nothing like a willingness to laugh at oneself that endears us more to a brand. Self-deprecating humor absolutely oozes confidence. And what are consumers screaming for these days? (Again, besides bacon.)  Confidence.

Some illuminating comments:

"I think this is actually brilliant. In a single move they are
acknowledging their bad reviews, making fun of them and adding
incentive for other people to make ludicrous bad reviews. In the long
run nobody will be able to trust the bad reviews because they could
easily have been made by somebody trying to get on a tshirt. So the
good reviews stay positive and the bad reviews are entertainment. This
pizzeria just removed the negative side to their public feedback."

"Wow, I love this idea. I love a place that doesn't take themselves too
seriously or try to avoid bad things being said about them. I'm deeply
appreciating the "@&#^ you" aspect of this.
"

But our story doesn't end there.
While browsing the comments section of another post about the post about the shirt about the post, we noticed a meme taking root,  – The "Yelp! Is Shaking Us Down" Conspiracy Theory.  It's as old as paid advertising – If You Don't Buy An Ad, We Can't Be Responsible For What Happens Next.

It gets even better when another commenter thinks.."Hey…you know what Yelp! ought to do?" 
Yes. Yes we do.

But wait! What's this? Somehow, the story gets even better when the Reverse Conspiracy Theory appears:

"…What pain? If pain is a glowing NY Times review than bring the pain!"

Did we just blow your mind?
Or are you more like this guy?

Can we get an "amen?" Also a large salcicca?

March 5th, 2009

New identity for the San Francisco AIDS Foundation (SFAF)

Picture 1

Remember how we sent half the agency on the AIDS/Lifecycle as part of winning the San Francisco AIDS Foundation redesign? Well, our work is done. And you see it here.

Unfortunately, their work–the work to defeat the spread of AIDS and HIV is far from over.

You can give here.

March 2nd, 2009

Hey smarty pants: we’re hiring. (Public Relations Sr. Account Executive)

Not only is Mortar the proud editor of MortarBlog, we are also a fast-growing San Francisco shop specializing in integrated brand communications.

Yes we are.

We attract a great mix of clients who love our blend of integrated services.

Now, we need a fiendishly clever Public Relations Pro.

Most important is finding a self-starter with the right blend of media and client relations experience and superb organizational and writing skills.

Our ideal candidate will think differently about PR and understand how it interacts with marketing, branding and all the rest of the communications goodness. They will have an acute sense of the big picture, get excited by the possibilities of a start-up and won’t break a sweat at the challenges of a small budget. They will also need 3-5 years experience pitching consumer goods and services, with at least 1-2 in an agency. (Oh, and sorry, but we don't want to hear those w/only deep-tech exp.).

You’ll also need a killer book—heavy on media coverage that made a difference, great writing and creative, strategic programs.

Sense of humor g-o-o-d. 

In addition to the obligatory coffee, skittles and beer, we’re offering something a little different.

The chance to help build a new kind of agency. 

Send an email pitch to heythere@mortarpr.com, along with your resume.

Due to time constraints, we can only respond to candidates we want to interview.

Also, we can’t consider candidates who live outside the Bay Area. Sorry.

And no calls, please. We’re on the phone enough already.

heythere@mortarpr.com

February 26th, 2009

Live By The Delicious Sword Made Of Bacon, Die By The Delicious Sword Made of Bacon.

Y’all know we’re tight with the good people at Bacon Salt, right? They’re not our client or anything (ahem, nudge-nudge,) but they’re our homies. So we were psyched out of our minds to see Baconnaise get possibly the World’s Longest Plug on The Daily Show last night.
It starts here at about 3:45.


All good, right?
Then, at about 2:14, this happened.


Um…ouch!
First off, we’d like to say, “Nuh-uh, all things Bacon Salt are good.” Second off, we’d like to tell the kids at Bacon Salt to keep their heads up – the Daily Show audience is widely populated by…how do we say this? People who are predisposed to eating stuff. Because they’re unusually hungry.

(Paging Michael Phelps. Michael Phelps to a white courtesy phone…)

So when Baconnaise made its first appearance, we could hear a collective “Duuuuuuuuuuuuude, we gotta get some of that!” ring out across the nation.
(OK, so we could also hear the “On second thought…” across the nation, too. But it wasn’t as loud.)
In fact, we (Ok, they,) even have consumer video proving conclusively that Baconnaise does not make your tongue…you know.

February 20th, 2009

Happy Friday.

Awwwwwwwwwwwww. Does the bunny at 1:58 remind you of anyone?
Nice job, Samsung.

Viral goodness via the good people at Adrants.