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At Black Tie Digital Marketing, being able to expose you to ideas and get your creative juices following is one of the many aspects of our business that we enjoy the most. As I was trying to find a new topic that would hopefully spark some interest as well as new ideas, I decided to locate a Ted Talk from Renny Gleeson.

His profile on Ted.Com tells us that, “Renny Gleeson began his career as a game developer, but quickly moved to advertising at Saatchi & Saatchi’s digital arm. From there, he crossed over to dEliA*s before he was recruited by the NBA, where he led their marketing team and created online platforms for their major sponsors. Currently, Renny is the Global Digital Strategies Director for Wieden+Kennedy, a cutting-edge advertising agency handling clients such as Nike, Nokia and Target.”

His Ted Talk, “404, a story of a page not found” shows that even if your company makes mistakes it’s how you handle those mistakes that make a difference. Even if you don’t know much about websites, you know that when you see the letters 404 that you better hit the ‘back’ button and try again. However, Renny likens finding a 404 page to the feeling of a broken relationship.

“Little things, done right, matter. Well-designed moments build brands,” Renny explained in his Ted Talk and was completely spot on. Every company and every website is going to make mistakes. The possibility of your site returning a 404 page to a customer and giving them the feeling of disappointment is almost inevitable. However, what you do with these mistakes is what makes your brand memorable.”

Some websites such as,, went the way of cute and apologetic.

Whereas, other companies tried to put a positive spin on reaching a 404 page and redirect as best as they could.

Regardless of what mistakes you or your company might make, always do the best you can to show your customers your true character by responding in an honest yet creative way. Contact us at Black Tie Digital Marketing if you need any help with Internet Marketing or web design in Melbourne, Florida.