But no no, somebody at Telecom read that if you continuously pound people with traditional media advertising that you will implant your awful, dodgy sounding brand into the mind of the consumer. Then said consumer will find themselves subconsciously wandering over to Ferrit, buying lots of stuff and telling all their friends what a fantastic site and wow it was all so easy. Alternatively, you could study and learn from NZ’s best executed (and one of the worlds best might I add) online businesses and take a leaf out of their book on how to build a brand and a business. When the advertising didn’t work Telecom obviously reconvened and came to the conclusion that people just weren’t getting it and understanding what Ferrit was, so out came new TV ads with some weirdo and half a face repeating the point that Ferrit was a shopping mall and had many retailers under one roof. What year is it, 1997? Trust me Telecom – people not knowing what Ferrit was was not the problem. People knew all too well what it was and it was that public indifference to it that cut off your life support – you just simply weren’t to get another chance no matter how many small improvements you made.