You talkin' to me? Nope. Just talkin to myself.

Say the guys at Droga5 and Puma.

Here's what talking to yourself looks like:



At first blush, this sounds like a really creative way to bring one's brand positioning to life. Look a bit a closer and you're left wondering what purpose a "life scoreboard" could possibly serve?

To drop some digi jargon, what is its utility? And if utility is neither your intent nor cup of tea, what level of engagement does it really offer?

I can see how an alumni frat boy type might find it cute to post a 'Me vs. My hangover' scoreboard on his facebook page. Once. But that's about where it ends. 'Me vs. the dishes that have been sitting in my sink all week'? No, probably not. And not that dishpan hands is an accurate characterization of Puma's target, but I'm just demonstrating the boundaries of the concept.

Puma is positioning itself as the sport shoe and apparel brand for the "after hours athlete." In and of itself, I actually think that's a great positioning. It's unique. It's legit. It has legs.

But, the life scoreboard, which includes everything from Chocolate vs. Peanut Butter, Mac vs. PC and Dog vs. Cat (www.lifescoreboard.com) seems to have overshot its strategic boundaries.

Now it just sounds like a couple guys talking to themselves about what a great idea this life scoreboard thing used to be.

A nugget of a good idea gone OFF STRATEGY.