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Ditech – People are Smarter Than You Think – Television “web 2.0 Please Don’t”



At first glance, Ditech came up with a pretty far out campaign to support their television web2.0 rebrand.


But when it comes time to look at the small print, they took it to a whole ‘nother level – small print in a ridiculous font that even on my almost 60″ high def television screen you can’t read. On pause and sitting directly in front of it you might be able to make out a word, but most consumers will not be able to read their print.


Now I don’t know about you, but when discount brands go around screaming transparency, why would anyone approve of small print that cannot possibly be read? Why would you allow a commercial to run that would put consumers in the dark? I, for one, am not impressed- just another large corporation posing as something they aren’t. It gets worse…


Here it is in blue, up close and personal. Thank goodness they put the lending logo there, otherwise the blurry print may scare consumers to fear their television is on the blink.

In case you aren’t convinced:


Just horrible. Ditech has to know there is a fear and credibility issue in the marketplace regarding lending right now, and they’re so in a hurry to get their web 2.0 style television campaign on the air that someone obviously failed to actually inform Ditech about what web2.0 is really about.

My suggestion- take this campaign off the air now. Lose the idea of a man sawing things in 1/2 and apologize to the industry for saying “yes” to such a horrible campaign- and get your money back or at least a discount.

And by the way, that “People are Smart” tag line you’re using? Flush that too. I’ve asked ten people what they thought of that tagline, and 10 out of 10 asked said the same thing- “uh, yeah?” As if you just figured out that people are smart and maybe you should respect them after all this time? And what’s with Colonel Sanders in 3D glasses?

People are smart – let’s see if they bother to read this blurry small print… suckers. But what do I know, I’m just a silly consumer.

I do like the music though.

Benn Rosales is the Founder and CEO of The American Genius (AG), national news network for tech and entrepreneurs, proudly celebrating 10 years in publishing, recently ranked as the #5 startup in Austin. Before founding AG, he founded one of the first digital media strategy firms in the nation and also acquired several other firms. His resume prior includes roles at Apple and Kroger Foods, specializing in marketing, communications, and technology integration. He is a recipient of the Statesman Texas Social Media Award and is an Inman Innovator Award winner. He has consulted for numerous startups (both early- and late-stage), has built partnerships and bridges between tech recruiters and the best tech talent in the industry, and is well known for organizing the digital community through popular monthly networking events. Benn does not venture into the spotlight often, rather believes his biggest accomplishments are the talent he recruits, develops, and gives all credit to those he's empowered.

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  1. Lani

    August 24, 2007 at 3:57 pm

    I’m absolutely insulted by this ad. I’ve seen your TV and it’s a big fat moster- you can see pores in peoples’ faces, but their small print is in a fuzzy funky text that you couldn’t read on ANY TV.

    People are smart… unless they want to read the fine print. Classic!

  2. Rory Siems

    September 14, 2007 at 10:18 am

    I too noticed that Ditech tried to give themselves a sudden makeover.

    Surely you remember their ad campaign with Ned the Banker

  3. B. R.

    September 14, 2007 at 11:11 am

    I liked ned the banker more than this new campaign

  4. Rory Siems

    September 14, 2007 at 12:25 pm

    What makes the new campaign so creepy is that they want you to forget all about the old campaign having promoted teaser rates so much.

    It’s like they finally say, “Ok we admit it, you aren’t suckers, oops, we mean, “You’re smart.” I think that curtain in that marketing campaign might be hiding something ugly.

  5. Lani

    September 14, 2007 at 12:53 pm

    Rory, you may be right about that curtain….

  6. justin

    October 18, 2009 at 6:38 pm

    …And now Ditech’s latest tv commercial has totally ripped off Twitter’s color scheme and use of the little blue tweety bird. Laughable and embarassing.

  7. bluebird

    October 21, 2009 at 10:28 am

    Justin, I’m so glad i’m not the only one who is noticing that Ditech’s ripping off Twitter. What’s up with that?

    • Justin Stensrud

      October 21, 2009 at 11:53 am

      bluebird – not entirely sure, but i’d love to see the results. probably pretty effective.

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Business Marketing

Bite-sized retail: Macy’s plans to move out of malls

(BUSINESS MARKETING) While Macy’s shares have recently climbed, the department store chain is making a change in regards to big retail shopping malls.



Macy's retail storefront, which may look different as they scale to smaller stores.

I was recently listening to a podcast on Barstool Sports, and was surprised to hear that their presenting sponsor was Macy’s. This struck me as odd considering the demographic for the show is women in their twenties to thirties, and Macy’s typically doesn’t cater to that crowd. Furthermore, department retail stores are becoming a bit antiquated as is.

The sponsorship made more sense once I learned that Macy’s is restructuring their operation, and now allowing their brand to go the way of the ghost. They feel that while malls will remain in operation, only the best (AKA the malls with the most foot traffic) will stand the test of changes in the shopping experience.

As we’ve seen a gigantic rise this year in online shopping, stores like Macy’s and JC Penney are working hard to keep themselves afloat. There is so much changing in brick and mortar retail that major shifts need to be made.

So, what is Macy’s proposing to do?

The upscale department store chain is going to be testing smaller stores in locations outside of major shopping malls. Bloomingdale’s stores will be doing the same. “We continue to believe that the best malls in the country will thrive,” CEO Jeff Gennette told CNBC analysts. “However, we also know that Macy’s and Bloomingdale’s have high potential [off]-mall and in smaller formats.”

While the pandemic assuredly plays a role in this, the need for change came even before the hit in March. Macy’s had announced in February their plans to close 125 stores in the next three years. This is in conjunction with Macy’s expansion of Macy’s Backstage, which offers more affordable options.

Gennette also stated that while those original plans are still in place, Macy’s has been closely monitoring the competition in the event that they need to adjust the store closure timeline. At the end of the second quarter, Macy’s had 771 stores, including Bloomingdale’s and Bluemercury.

Last week, Macy’s shares climbed 3 percent, after the retailer reported a more narrow loss than originally expected, along with stronger sales due to an uptick in their online business. So they’re already doing well in that regard. But will smaller stores be the change they need to survive?

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Business Marketing

Why you must nix MLM experience from your resume

(BUSINESS MARKETING) MLMs prey on people without much choice, but once you try to switch to something more stable, don’t use the MLM as experience.



Discussing including MLM experience on a resume.

MLM experience… Is it worth keeping on your resume?

Are you or someone you know looking for a job after a stint in an MLM? Well, first off, congratulations for pursuing a real job that will provide a steady salary! But I also know that transition can be hard. The job market is already tight and if you don’t have much other work experience on your resume, is it worth trying to leverage your MLM experience?

The short answer? Heck no.

As Ask the Manager puts it, there’s a “strong stigma against [MLMs],” meaning your work experience might very well put a bad taste in the mouth of anyone looking through resumes. And looking past the sketchy products many offer, when nearly half of people in MLMs lose money and another quarter barely break even, it sure doesn’t paint you in a good light to be involved.

(Not to mention, many who do turn a profit only do so by recruiting more people, not actually by selling many products.)

“But I wouldn’t say I worked for an MLM,” you or your friend might say, “I was a small business owner!”

It’s a common selling point for MLMs, that often throw around pseudo-feminist feel good slang like “Boss Babe” or a “Momtrepreneur,” to tell women joining that they’re now business women! Except, as you might have guessed, that’s not actually the case, unless by “Boss Babe” you mean “Babe Who Goes Bankrupt or Tries to Bankrupt Her Friends.”

A more accurate title for the job you did at an MLM would be Sales Rep, because you have no stake in the creation of the product, or setting the prices, or any of the myriad of tasks that a real entrepreneur has to face.

Okay, that doesn’t sound nearly as impressive as “small business owner.” And I know it’s tempting to talk up your experience on a resume, but that can fall apart pretty quickly if you can’t actually speak to actual entrepreneur experience. It makes you look like you don’t know what you’re talking about…which is also not a good look for the job hunt.

That said… Depending on your situation, it might be difficult to leave any potential work experience off your resume. I get it. MLMs often target people who don’t have options for other work opportunities – and it’s possible you’re one of the unlucky ones who doesn’t have much else to put on paper.

In this case, you’ll want to do it carefully. Use the sales representative title (or something similar) and, if you’re like the roughly 50% of people who lose money from MLMs, highlight your soft skills. Did you do cold calls? Tailor events to the people who would be attending? Get creative, just make sure to do it within reason.

It’s not ideal to use your MLM experience on a resume, but sometimes desperate times call for desperate measures. Still, congratulations to you, or anyone you know, who has decided to pursue something that will actually help pay the bills.

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Business Marketing

This smart card manages employee spending with ease

(BUSINESS MARKETING) Clever credit cards make it easier for companies to set spending policies and help alleviate expense problems for both them and their employees.



Spendesk showing off its company credit cards.

Company credit cards are a wonderful solution to managing business expenses. They work almost exactly like debit cards, which we all know how to use, am I right? It is the twenty-first century after all. Simply swipe, dip, or tap, and a transaction is complete.

However, keeping up with invoices and receipts is a nightmare. I know I’ve had my fair share of hunting down wrinkled pieces of paper after organizing work events. Filling out endless expense reports is tedious. Plus, the back and forth communication with the finance team to justify purchases can cause a headache on both ends.

Company credit cards make it easier for companies to keep track of who’s spending money and how much. However, they aren’t able to see final numbers until expense reports are submitted. This makes monitoring spending a challenge. Also, reviewing all the paperwork to reimburse employees is time-consuming.

But Spendesk is here to combat those downsides! This all-in-one corporate expense and spend management service provides a promising alternative to internal management. The French startup “combines spend approvals, company cards, and automated accounting into one refreshingly easy spend management solution.”

Their clever company cards are what companies and employees have all been waiting for! With increasing remote workforces, this new form of payment comes at just the right moment to help companies simplify their expenditures.

These smart cards remove limitations regular company cards have today. Spendesk’s employee debit cards offer companies options to monitor budgets, customize settings, and set specific authorizations. For instance, companies can set predefined budgets and spending category limitations on flights, hotels, restaurants, etc. Then they don’t have to worry about an employee taking advantage of their card by booking a first-class flight or eating at a high-end steakhouse.

All transactions are tracked in real time so finance and accounting can see purchases right as they happen. Increasing visibility is important, especially when your employee is working remotely.

And for employees, this new form of payment is more convenient and easier on the pocket. “These are smart employee company cards with built-in spending policies. Employees can pay for business expenses when they need to without ever having to spend their own money,” the company demonstrated in a company video.

Not having to dip into your checking account is a plus in my book! And for remote employees who just need to make a single purchase, Spendesk has single-use virtual debit cards, too.

Now, that’s a smart card!

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