I'm perfectly happy to let Google (and a few select others) collect, collate and monetise my data in return for the outstanding services it delivers me at no financial cost. I don't find the benefits of Facebook sufficient to allow it the same courtesy and thus, thankfully, don't have to suffer the desperate status updates of people I haven't seen in 20 years.
We've come a long way in recent times in our ability to talk about mental health. Increasingly people are able to admit when they're struggling, to realise that they need help, and we're slowly, albeit too slowly for my liking, chipping away at the stigma that surrounds mental illness. But then something like this pops up.
'Hype' might be more likely built up around the latest boyband, but many emerging technologies also rely on good marketing to bring in investment and support. Science might not get the queues (apart from the Apple store) but in the same way Apple has fumbled with the iPhone 6, many technologies are subject to a major backlash.
There I said it. That little secret every CMO knows. You are doing your marketing all wrong. And yes, I know you work incredibly hard at doing it right: spending all that money on analytics and lift studies, on brand messaging and optimizing SEM. But deep down you know something isn't right, in fact you've known this for years now, and yet it's been so hard to kick the habit. Can you do it?
All U2 and Apple needed to do was ask - to invite people to opt in. Then what turned out to be a PR nightmare for Apple could have been a coup. Thanks, U2 fans would have said. The rest of us meanwhile would have nodded in appreciation at the idea, hoping that it would be followed by a similar deal from Megadeath or Michael Buble depending on our tastes.
While there's no doubting the importance of local print media, social media is making its way into a position of more influence locally and brands need to be ready to adapt as competition for consumer time intensifies. The data shows that producing content which can be tailored for local audiences has a better chance of building trust in a brand.
Earlier this year an attorney based in Savannah, Georgia produced what has to rank as one of the most cost effective commercials of all time. Originally broadcast on his local TV station during the Superbowl, Jamie Casino's ad went viral overnight and became a global sensation. It's easy to see why.
A confession - I'm not a smartwatch fan. They're nearly all ugly, crap battery and over-engineered. Also, I like normal watches, with nice dials and nice straps. Smartwatches stink of innovation by public companies to drive sales and share value. I'm perfectly happy having a smartphone and a stupid watch.
What Tim Cook needs to do is stop trying to copy how Jobs did it and instead work on his own version of what Jobs was good at - tantalizing, beguiling and holding beautiful things up in the light and saying "Here you are, look at this. Want one? Well you can have one... but not just yet." He needs to find a new and unique way of doing it.