Let’s talk about web sites — or more to the point, web development and the transparent integration of web technologies. Sounds like fun, right? Well, as anyone who’s had a conversation with me will tell you, I’m a fan of analogies. So let’s skip all the tech jargon and internet whoodoo-voodoo, and begin with something we can all relate to.

Not a pretty picture, now is it?

Imagine for a moment that your web site is a work of art. No, literally — a painting, a meticulously crafted and refined masterpiece. Let’s say you have the perfect place on your wall to display it, somewhere your audience can view it in all its glory.

Now, this is where I come in. I’m the guy in charge of hanging paintings.

There are many different ways I can go about mounting your artwork. I can stand in front of it, holding it against the wall. I could crouch under it, resting it on my neck and shoulders. I might be able to stand next to it with my arms around it. All of the above get the job done but they all suffer from the same problem: The audience can’t enjoy the work because I am literally in the way. My presence is a distraction from the experience.

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Fitting Group met with the Comcast folks last week and learned all about the cool stuff coming down the pike for advertisers — both online and on cable TV. What we learned was that upcoming innovations clearly point to Comcast’s understanding that in today’s world, TV must learn to play the instant-gratification game in order to keep up and attract young audiences.

Most advertisers are familiar with Comcast’s On Demand service, which was its first attempt at providing subscribers with more in-depth information on a product or service. This was a good start, but it didn’t compare to the “seek-n-find” capability of the Internet. Well, in the very near future, subscribers are going to be able to push a button on their digital cable TV remote when they see an advertisement to instantly (with a double opt-in “yes” feature) request that coupons or additional information be sent to them via snail-mail or email.

This capability will open up endless possibilities for advertisers — if subscribers actually do it. As with anything else, it will take time to catch on. But, when it does, it will become as second nature as setting your DVR to record The Bachelor (by the way, you will also be able to hit a button on your remote when you see a promo for The Bachelor to signal your DVR to record it for you — instantly!). Technology and advertising — I LOVE IT!

Ah, finally. The 2008 presidential election has come to an end and all of America can go back to watching “not so” reality TV. But before we forget all about it, I want to share my story of how branding can effectively move people to action. I’m going to apologize up front for jumping on the “Obama as a Brand” bandwagon, but it struck me when my father said “I’m voting for change.” You see, my 69-year-old father voted for the very first time in his life when he cast a vote for Barack Obama, and that was his reply when I asked him why he finally decided to vote.

Regardless of which side you were voting for, how did Barack get to my father? My father, who lives in rural Pennsylvania, is not an Internet user, so the social networking campaigns that the Obama campaign has become famous for weren’t a factor. My father doesn’t subscribe to any magazines or newspapers, and he rarely puts on the radio. I will admit my father watches TV; usually between the hours of 5am to 9am and 3pm to 6pm – which means he didn’t see any of the debates or SNL skits. My father voted for change because the messages he did receive were consistent and compelling, and he believed them. He believed them because they came from credible sources, as they were discussed on TV programs he watches regularly, and from friends and family who engaged him in conversations. He believed them because they were coming to him from someone other than Barack Obama himself. And he believed them because they spoke directly to him.

So what can we learn from this famous Challenger Brand campaign? First, make sure your message is consistent and true to what you believe. Second, make sure you’re communicating in a language your target understands. And third, follow the KISS principle (keep it simple, stupid).

The Internet is a wonderful place for Challenger Brands. It is an easy way to get your message in front of a very specific target market. It’s that simple. Or is it?

The freedom of the Internet is a beautiful thing. It allows anyone who wants to publish information to do so freely. The media does it every day – as rapidly as they possibly can, oftentimes putting out stories before the drama has completely unfolded. Large corporations and grassroots causes do it, too. Individuals have unlimited potential to post messages, images, videos and full-fledged websites about any topic that is of interest to them at that particular moment. In fact, I’m doing it right now.

This freedom opens the lines of communication between Challenger Brands and the marketplace, allowing messages to be dispersed rapidly and affordably. However, if these messages are not consistent with the brand platform, they will confuse the market and do a disservice to your organization. Here are three very basic steps to take prior to entering the online world:

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