Yes Sir No Sir was just a brand created on the Internet with the sole purpose of measuring the resonance of an online brand. And it left a lot of campaign managers wondering what they need to change in their campaigns.
The folks at Dynamic Logic, who created the brand, have every reason to be happy. By creating an online-only brand they managed to quantify the unquantifiable -- the isolated branding effect on the Internet. Their idea came from a spoof billboard campaign in the 80's, when the demand for billboard advertising began to fall. An advertising firm back then created the fictitious brand to show the power of billboard advertising.
