Brand-You Case Study: Bob Parsons of GoDaddy

Even if you’ve never heard of Bob Parsons, you’ve probably seen one of his ads. Or, at very least, surfed a website that he’s registered.

Y’see, Bob Parsons is the owner of GoDaddy.com, which is one of the places where people go to register their website names. They are known among web developers for having good prices and services.

Most of the world, however, if familiar with GoDaddy because of their racy, sometimes controversial, television commercials. GoDaddy spends a fortune advertising a very, very niche service to one of the largest annual television audiences in the country.

Why advertise a niche service to people who would never even be in the market to buy your services? It’s hard to say why Parsons would want to reach so many people who have never (and never will) buy a website URL.

One thing’s for sure….Parsons likes to promote himself and GoDaddy. And, as a marketer, he’s done a very good job. Not everyone likes Parsons’ outgoing, ex-Marine public persona. He’s an in-your-face businessman who wears his personality on his BobParsons.me website and the web properties that he owns.

On his site, Parsons tirelessly blogs and vlogs his opinions. No doubt his “Straight Talk” blog has raised the ire of some people. It would be an understatement to say that Parsons has an opinion about his competitors. It’s rare to see someone comment on competitors’ tactics so directly.

Love him or hate him, Parsons has made himself an Internet celebrity. And he’s not just a celebrity for being famous, he’s actually a successful entrepreneur. He’s been selling website registrations since around 1997.

Check out this video of Bob Parsons, as he makes direct comments about the competition, the advantages of using GoDaddy, and even mistakes he’s personally made over the year. Even if you don’t like him, you have to admit, he’s working hard to build the Bob Parson Brand.

Video: Bob Parson’s 1st Annual Ding Dong Awards (2008)

Also, check out the very funny GoDaddy video that was spread on the Internet when the SuperBowl supposedly (who knows if it’s really true) rejected the GoDaddy commercial. It shows an entertaining fictionalization of GoDaddy spokesmodel Nikki Capelli (actress Candice Michelle…link not for work) giving testimony at the Broadcast Censorship Hearings. It’s well written, shot, and acted and has been watched hundreds of thousands of times.

(It’s okay to watch this video at work.)

Batman Isn’t a Comic Anymore?

In “Why Comics Are Doomed,” I argued that for comics to survive, we need to stop marketing them as “children’s entertainment.” We need to position comics as entertainment for adults.

Here’s proof why. In the newspaper, there are “movie capsules” that encapsulate the movie. Here, dear friends, is the description for:

“The Dark Knight”
Batman isn’t a comic book anymore. Christopher Nolan’s “The Dark Knight” is a haunted film that leaps beyond its origins and becomes and engrossing tragedy. It creates characters we care about. That’s because of the performances, because of the direction, because of the writing, and because of the superlative technical quality of the entire production. The key performance in the movie is by the late Heath Ledger, as the Joker.

The first sentence reveals a preconceived notion shared by many people. They expect comics to be campy, mindless entertainment for kids.

The second sentence goes  further when it notes it is “a haunted film that leaps beyond its origins and becomes and engrossing tragedy.” Correct me if I’m wrong, but hasn’t Batman always been an engrossing tragedy? Not every issue, sure, but some of them, right?

To this writer, “The Dark Knight” and “Iron Man” are simply grown up versions of comics. Storytelling flukes created by sophisticated master filmmakers. Nothing in traditional comic books can come close.

For all of you 40-year-old virgins, this is how many people think about comics.

How many people saw “The Dark Knight” and then went to the comic book store to buy Detective Comics? Probably not many, since the assumption is that the movie is for adults…and the comic books are for the kids.

If we keep marketing comics as children’s entertainment, the medium is doomed. Even Hollywood cant save us from ourselves.