Monthly Archives: February 2009

In what has got to be one of the most sublimely impressive publicity turnarounds in recent time, Facebook has shaken its  marred image over its handling of its change to its terms and has finally put its faith and its future in the hands of its users.

The move to enable Facebook citizens the right to vote on the way Facebook is “governed” will help Facebook’s position as a safe(ish) walled garden free from commercial exploitation. Without doubt, this makes Facebook the largest netocracy in existence.

As the control and dissemination of personal information gradually becomes less dependent on government controlled agents and increasingly towards large private companies, we hope that netizens continue to become involved in the way their services are shaped. After all, the information we are all sharing through  Microsoft, Apple, Google, Yahoo et al could be HIGHLY personal and somebody (everybody) needs to be vigilent about the way we use these services and the rights which we are inherently granting to corporations.  It’s going to be an interesting time for companies wh,o increasingly, will need to act more like human beings managing relationships, than faceless giants.

Mustard have been ambassadors for the role of authenticity and openness in marketing, and we welcome bold ideas such as Facebook’s change in its customer engagement policy.  It speaks of an innate, and genuine understanding of the way users are engaging in the web and we hope it will open the path to more mutually beneficial, authentic, relevant and non-intrusive marketing relationships between companies and their customers.

Viva la revolution!

Non-exemplary couture from London Fashion Week

Non-exemplary couture from London Fashion Week

Reuters has posted an amusing parody on this absurdist offering by British fashion label MAN as part of their 2009 Autumn/Winter Collection show at London Fashion week.

We get haute couture, but really now! There are some seasonal realities and conventions that really shouldn’t be challenged.


Jolie's deadly sin style.

With a ceremony that was deliberately understated, it seemed perfect that the look of the night is awarded to a woman who exemplifies the Coco Chanel adage of “less is more”.

Those remarkable emeralds acted like an aura for attention, perfectly complimenting Angelina Jolie’s twinkling blue eyes, and contrasting against her black frock.  You gotta hand it to Angelina Jolie, she really knows how to manage her personal brand.

Typically I wouldn’t use the blog to plug a client’s work, but on this occassion, I’m looking to test out a theory about Bing and its seeming lack of responsiveness to index new websites.  

So unless you are on the look out for information on Print Post,  Customer Publishing or Subscription Management you may not be that interested in Think Publications, an initiative of Australia Post.

In which case, please drive on, there is nothing to see here….

Sneaks for Lego Universe - ninjas! From

Ninjas appear! Sneaks of Lego Universe from

In a statement released yesterday, Lego has announced that it will delay the release of its highly anticipated Massively Multiplayer Online Game (MMOG)  Lego Universe until after 2009.

To stimulate the saliva glands of some of their more rabid fans, Lego has released images of some of the environments it has planned for the game including pirates, adventure and (oh my, yes) ninjas!

The move towards virtual gaming environments follows the success of the company’s brand extension into video games with Lego Star Wars, Lego Indiana Jones and Lego Batman all achieving phenomenal success.

Facebook users have spoken

Facebook users have spoken

In response to some high profile criticism about Facebook’s recent amendments to its terms of service, Mark Zuckerberg has announced that it will revert back to its old terms until it can requalify its controversial additions which some have interpreted as a new grab for perpetual rights to own and sell user’s content.

As many of you would know, the Mustard team are fierce protectors of the brand equity they create and sustain for their clients. What we are witnessing here – the rapid brand erosion of a once trusted brand, simply saddens us. We want to see Facebook hold true to its original promise – a safer social networking site where a user’s privacy is paramount. It was the reason we were willing to take a gambit on it in the first place.

No other website in the history of the web has had as much written about its terms of service in such a short space of time. This is a precarious position for Facebook to be in. Now that it has a suspicious customer sentiment floating above it, Facebook’s next inevitable edits to its TOSwill be met with even more scrutiny and possibly greater resistance. And frankly, we feel that the scrutiny is deserved. A loyal customer’s rights should not be subject to split testing.


Try not to yawn.

In a highly anticipated outcome, Pittsburg couple Aaron and Christine Boring have had their $25,000 lawsuit against Google thrown out of court. The Boring couple filed the lawsuit after seeing the Boring family house on Google Street View on the grounds of a violation of their privacy.

As many commentators (including the judge) were keen to observe, filing a lawsuit against the super-behemoth that is Google, is bound to get you far more targeted scrutiny than a casual browse of Google Maps.

Why this rather mundane story should be classified as news, should be obvious. But now that’s it’s all over, what are we all going to do with all of our unaired Boring puns?