For the last three days Red Hat software has run fill page ads in The New York Times paper paper. Today I broke down and read one.  I’m not sure if they were three different ads or the same one. Lost opportunity.  Advertising is a funny business; even bad ads work. Sometimes just being there is enough. But I’m not of that school. I dislike “We’re Here” advertising. Ads that do little more than arrive, list services and give contact info.  

What’s the idea Red Hat? It appears, from the headline, that the idea is “Tame Today. Frame Tomorrow.”  If the idea wasn’t so hackneyed I’d mention it’s actually two ideas. Both well-done. (Like a 2 hour Bubba Burger.)

I’ve liked Red Hat, as a brand, from its beginnings many, many moons ago. Famous for open source, famous for dashing tech branding. But come on people! Could you make an ad with some vital organs? With some proof of claim? With a semblance of a brand strategy? You can’t just toss a logo on a page, add a second color, play copywriting scrabble and call it advertising.  

Red Hat needs a brand strategy. Look to your advertising ancestors. Read a book on advertising. Find an idea based on care-abouts and good-ats.

Peace.