So a friend asks me “What are mash-ups?” Seems that Mashups, like Web 2.0, has entered the lingo and people not of the very insular world of Internet development and marketing are wondering…. What the hell is this new thing?

Mashups are combinations of Web applications. For example the combination of Google maps and CraigsList created Housingmaps.com– a searchable map interface to CraigsList’s real estate listings. Good stuff.

Try MashMap for movie times….

Looking to stalk Salma Hayak?

Mashups are so popular that there was a sold-out camp for Mashups this month called – yes, Mashup Camp.

OK, what’s the potential use for a marketer? We are in production on a Podcast about San Francisco. We will most likely put a Frappr map on the Podcast’s Web site to help people see where we did our interviews. Useful? The jury will decide after launch. Here is an example of a Frappr map on the popular Blog Micro Pursuasion.

Not all Mashups are map based. If you want to explore the wide world of Mashups head over to programmableweb.

I like these things. Mashups are however in their infancy. That jury I mentioned a bit earlier will decide the future of Mashups and its application to marketing. Believe me, if there is money to be made, someone will figure this stuff out. Here is one thing I know…. the folks that put on Mashup Camp made some money in this space.

Volkswagen + Crispin Porter & Bogusky. We’ve been wondering what they would do for this ailing auto manufacturer. The first spots I saw with the gremlin thing call “fast” left me kinda, well, unimpressed. I got it… I got that it was to turn on the 18-35 GTI fan but the spots had that feel of first out of the box.

But, wait. The newest spots poking fun at the Pimp My Ride club are great and deliver pure CP&B. They are fun and they actually sell. I want to watch these spots…. And it makes me just that much more scornful of the crap that Detroit and their agencies continue to pump out. Always, always, the same old same old car ads.

But, not these spots and their tagline: “German engineering in da house, Ja!”

Pleaaaaase!

OK, MediaPost has a sense of humor. Not sure about Publicis.

This from an article on Publicis’ new media group’s name…

“Following this week’s unveiling of Publicis’ new new media unit–Denuo–Madison Avenue is rushing to trademark a wide range of ancient dialects. “It’s a fresh idea,” boasts Stephen Feuling, making an obvious allusion to the English translation of Denuo, a Latin word, which means, well, “afresh.”

“The truth, is we were beginning to run out of ideas for fake media agency names, when it dawned on us that there are so many ancient ones available for the asking,” Feuling acknowledged, adding that Publicis toyed with but ultimately rejected Greek, Aramaic, Gaelic, Hebrew and even Yiddish phrases before settling on Latin. “None of them worked. I mean you, had to hear [Publicis media chief] Jack Klues trying to pronounce our first option, Mensch. To be honest with you, his Yiddish is almost as bad as his French. He was really fakakta, if you know what I mean.”

I love Brand names I can’t pronounce that have to be explained. Don’t you? Would you trust a re-branding assignment to these guys?

How did I find Sand Hill Slave? Can’t remember.

Doesn’t much matter because this is one of the most refreshing Blogs that I have stumbled on in a loooong time. Wendy Kroy, AKA Sand Hill Slave, is a witness to the wonderful world of VC’s. A witness to the louts and goofballs that think that an MBA is the ticket to being cool. A world of primarily full-of-themselves investors in other people’s ideas and then instantaneous experts in your space. Do I sound like someone who took $12 million from these guys just to have a bad experience – but one hell of a fun ride? Boys, did I ever say thank you?

OK, back to Wendy. One of my favorite posts is her take on VC firm names in: “The Worst VC Firm Names. Ever.”

But, I have to admit it and say that I go back for her take on the world of VC mating. Simply brilliant, love her perspective.

A few years ago I was looking to buy or start a new businesses. Two things happened at the same time. First I found Best Cellars on Lexington Avenue in NYC. Second I started to look hard at buying a successful wine retailer in New Zealand.

Instead of going into the wine business, I bought into Ralston360. I will admit that I had a bit of “what if?” But, I’m over it.

I’ve been thinking lately about Best Cellars and how it is one of the most refreshing ideas I have seen in retailing in years. Best Cellars has managed to do something very special. They have created a very smart and differentiated retail experience in the Über-same world of wine retailing. Rather than go down the standard routes of displaying Robert Parker and Wine Enthusiast hang tags, wine tastings to build customer loyalty, wine newsletters, specialization in one kind of varietal or region, etc. Best Cellars offers a completely unique wine buying experience.

To put it simply, Best Cellars demystifies wines.

Best Cellars only stocks about one hundred wines, wines are grouped by taste and are presented in simply designed racks with the types of taste experiences clearly marked. Wines are categorized by style using words, icons and colors and not the usual wall of wines ranked by country of origin. The taste labeling includes fizzy, fresh, soft, luscious, smooth, big and sweet. The attitude is helpful without the B.S., intimidation and confusion that even experienced wine buyers live with when entering a wine shop.

My point… even in the parity driven world of wine retailing one can create a unique brand based on a deep understanding of the customer experience.