NDSP on the Nano Cortex's infamous launch campaign: "We weren’t thinking, oh, people are gonna hate this.”

Lysander

Lysander

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Francisco Cresp and Doug Castro, the co-founders of Neural DSP, have finally opened up on the controversial Nano Cortex teaser videos the company launched in September, which perplexed the guitar community.

www.guitarworld.com

“We thought they were quite fun and funny. We weren’t thinking, ‘Oh, people are gonna hate this’”: Neural DSP co-founders reflect on the negative response to their Nano Cortex video campaign – which went viral for all the wrong reasons

Co-founders Francisco Cresp and Doug Castro shed light on Neural DSP's off-kilter promotional videos that stirred up the guitar community
www.guitarworld.com www.guitarworld.com
 
On the flipside, Castro points out that the teasers did manage to do one thing: get people talking. “It was probably the most talked about release this year, right?” he asserts, while deeply inhaling from a jar of farts.
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This is the exact same mentality I absolutely despise with modern day social media/influencers that gets dumbasses doing “pranks” or acting abhorrent in videos because they know it’ll get clicks.
 
I think this statement is true and quite telling:

“Companies – even big companies – reflect the traits of the people that make them. We take our work very seriously in terms of how good the products have to be. Our quality standards are very high. But at the same time, us as individuals, we love to have fun, and do goofy, silly things sometimes. Why would you work 60, 70 hours a week if you’re not having fun?”

The problem is being goofy and silly can wear on folks after a while.

I believe they should probably hire someone really good at marketing because whoever is doing it now either doesn't know how to read the room or doesn't care about negative publicity. Doug is also quoted in that article with this:

“The worst thing you can hear when you release something you’ve invested all your time and money in is silence.”

Yeah maybe but positive reaction > negative reaction > no reaction.

I really like their plugins and my QC. Their marketing style...not so much. It was fine in the beginning but that style really hasn't changed and its novelty has long since worn off.
 
There’s a risk in staying within your bubble of it becoming an echo chamber, and then realizing your inside jokes don’t come across as well outside of that bubble.

That’s why marketing firms will usually do market research for campaigns to get outside feedback
 
deadpool_25 said:
The problem is being goofy and silly can wear on folks after a while.
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There was a longer article posted here yesterday that touched on this marketing debacle, and Doug said something about NDSP having had comedy in their marketing before this - for instance, the "soon, soon, tomorrow" joke - but they wanted to try something new.

I thought to myself, "OMG. For 3+ years these guys thought 'SOON' was some kind of hilarious joke, and literally everyone else on the planet thought it meant (get this) 'soon'".
 
mbenigni said:
I thought to myself, "OMG. For 3+ years these guys thought 'SOON' was some kind of hilarious joke, and literally everyone else on the planet thought it meant (get this) 'soon'".
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It IS a joke but not a particularly funny one, right? We all know from hanging out on forums where we routinely answer “soon” when what we mean is “we have no idea when or if this thing will ever get released”. Unfortunately NDSP thought it was a knee slapper.
 
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