There is a very silly show on a very silly network that I do not like - nor do many other people who are Italian-American like me. While the negative and VERY PUBLIC outcry from the Italian-American community is warranted - its has contributed towards the increasingly high profile of this show, playing directly into the hands of the network producers. The solution? Answer this ridiculous show by simply promoting the positive and utterly astounding achievements of the men and women whose ancestors came from Italy. Italian-Americans have so much to be proud of. I was reminded of this by simply going through a list of the prominent people who impacted our country (http://bit.ly/bb5YzT). Stop telling. Start showing.

In late 2007, I began a luxury real estate project with my brother Rich, a builder in the Hamptons, and my long-time friend and collaborator, Rich Wolf, one of the founders of the Tao restaurant and nightclubs.

We built a one-of-a-kind home (www.perellobuilding.com) and put in on the market about a month before everything crashed (gasp!). Luckily - the Hamptons is like no other market in the world - and we built a very distinctive house and were able to rent it for a pre-crash price for the year. This got us through the year, and then some. We recently sold it to a terrific couple in December. Long story short - we bought high, sold low and still were able to do well on the project and break a record for the location (Water Mill north of the highway).

We chalk up our success to a few things:
1) DESIGN: we built a very different style house: It was inspired by Tuscan estates in Italy and we linked that idea to the vineyards in Long Island. We also took inspiration from resorts we visited through our travels. We also “reverse engineered” the design based on conditions of second homes (lots of visitors, lots of entertaining, lots of guests, and the must-have Hamptons WOW factor AKA - showing off.) This showed up in how the floor plan of the house (http://www.hamptons-estate.com/firstfloor.php). Rich Wolf pushed us to take risks on design. He pulled from his restuarant experience - Rich Perello applied it to a home in the Hamptons (I was the referee most of the times). And it paid off. Everyone who walked through it felt it was a re-freshing approach to what some consider a very stale feeling of homes in the Hamptons.

2) BUILDING QUALITY. My brother is younger than me but he reminds me of old stubborn Italian carpenters when it comes to quality and craftsmanship. Everything he built in the home was to the most exacting specs and built to the degree that I know my quality-conscious ancestors would have been proud of. Part of this is just old fashioned pride in workmanship - and part of it is that Rich lives around the corner from the house, is also that Property Manager and will stand behind everything he builds. He thinks long-term and it shows in how he built the house.

3) MARKETING: The Hamptons is such a unique market. Like Manhattan, the Hamptons is driven in part by celebrity and buzz and ego. There is a certain cache that one expects when spending north of $5 million on a second home. We understood this and were able to produce a very exciting event - a benefit for Mercy Corp charity - that attratced top celebs like Bon Jovi, Sara Silverman, The English Beat and dozens of others. (http://hamptons-estate.com/hamptons-real-estate/category/mercy-corp-benefit/) In addition to raising a bunch of money for Mercy Corp., were were able to feature our new house (completed, literally on the day of the party) to brokers and buyers alike. This exciting event played a role in our buyers decision to purchase our house.

Overall - we learned alot and made some money. Most of all we have a great plan going forward… Joe

Global The Hague has a conversation with Joseph Perello, the first Chief Marketing Officer for the City of New York. Mr. Perello, now back at his marketing agency in NYC, is advising Vice Mayor Frits Huffnagel and his team in The Hague on how they can apply their successful city marketing efforts in the U.S.

Click Here for the article…

I’ve taken big risks, dug deep, stretched big. I’ve had triumphant wins and terrible failures. All along the way critics gave me (and my teams, companies, agencies) too much credit for the wins and too much blame for the failures.

But they made us better.

Critics have the benefit of hindsight yet never get the whole story right. They almost always miss the nuance, the critical details, the giant hurdles that needed to be overcome.

But they often raise good points.

Critics have to fill a page, meet a deadline, create drama where there is none. They are naysayers. Can’t be done. Won’t be done. Shouldn’t be done. You can’t do it.

And in us, they create a healthy drive.

I’m 99.9 percent sure I’ll never be a critic in my work life. But my work life is better because, sometimes, I listen to critics.

-Joe
joseph@perello.net

Carlsbad, CA-June 3, 2009- EcoBlu Products, Inc., and N8 Concepts, Inc. (OTCBB:NECO) announced today that it has selected New York City-based Perello & Company to develop and implement a marketing strategy to drive growth for EcoBlu’s eco-friendly line of wood products. The company will focus initially in Southern California and Texas and then throughout the United States. EcoBlu manufactures and distributes an innovative topical wood treatment that protects wood from mold, rot, decay, termites and value added fire.

Perello & Company will help the Company launch its new brand and collaborate with the executive team on all marketing efforts including media relations, branding, graphics, advertising, promotions and digital marketing.

“There’s never been a better time to grow - especially for a product that has such a profound effect on our homes and our planet” said Steve Conboy, President and CEO of EcoBlu Products, Inc. “Perello & Company has exactly the right mix of creativity, drive and diverse marketing expertise to help us grow swiftly and efficiently”, added Conboy.

With EcoBlu’s exclusive technology builders, developers, and homeowners can protect the wood they use in homes from mold, fungus, wood rot, termites and fire with one treatment. No other single wood treatment can accomplish this. Widespread use of EcoBlu treated wood will help sustain our forests by decreasing the need to replace wood. It will reduce the subsequent problems, risks and costs related to fire and homes infested by mold, fungus, and termites. EcoBlu treatments are non-toxic to people and the planet.

“We are very proud to have been selected by EcoBlu Products and consider it a privilege to help them expand the use of their innovative technology,” said Joseph Perello, co-founder and President of Perello and Company. “We are excited to join Steve Conboy and his talented and passionate executive team in their mission to create a sustainable future.”

About Perello & Company
Perello & Company is an integrated marketing and communications firm based in New York City. The company was founded in 1999 by Joseph Perello, former vice president of the New York Yankees and the first Chief Marketing Officer for the City of New York and by Wendy Perello, a veteran marketer for Citigroup, Bank of America, 1-800-Flowers.com and American Express. The company provides all aspects of marketing services in a connected world and specializes in products and services which do well and do good. www.perello.net.

About EcoBlu Products, Inc.
EcoBlu Products, Inc. is a manufacturer of proprietary wood products coated with an eco-friendly chemistry that protects against mold, rot, decay, termites and value added fire. EcoBlu is the ultimate in wood protection, preservation, and fire safety to building components constructed of wood; from joists, beams and paneling, to floors and ceilings.

The Company is committed to the development, marketing and sales of environmentally-responsible building materials. EcoBlu products are ready to deliver the winning edge to builders and the environment with its sustainable green product line.

Safe Harbor statement under the Private Securities Litigation Reform Act of 1995: The statements in this release relating to completion of the acquisition and the positive direction are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Some or all of the results anticipated by these forward-looking statements may not occur. Factors that could cause or contribute to such differences include, but are not limited to, contractual difficulties which may arise, the failure to obtain necessary approvals, the future market price of N8 Concepts, Inc. common stock and the ability to obtain the necessary financing.

Company Contact:

EcoBlu Products, Inc.
2604-B El Camino Real, Suite 356
Carlsbad, California 92008
Phone: 909.519.5470
Email: info@ecobluproducts.com
www.ecobluproducts.com

Perello & Company, LLC
419 Lafayette Street, 7th Floor
New York, New York 10003
Phone: 212 228 7138
Email: hello@perello.net
www.perello.net

NYC-based Firm Will Help the Wind Energy Innovator Grow Rapidly in the U.S. and Abroad

NEW YORK (May 5, 2009) – Perello & Company, an integrated advertising, marketing, media and consulting agency based in New York City, announced today that it has been selected as the exclusive marketing agency of record for WePOWER LLC, a developer of wind energy solutions and manufacturers of vertical-axis wind turbines.

“WePOWER selected Perello & Company because of the creativity, entrepreneurial drive and diverse marketing and business experience of its founders Joseph and Wendy Perello,” said Marvin Winkler, WePOWER’s founder, chairman and chief executive officer. “Their integrated marketing services and experience in the public-private sphere make them an ideal fit for our fast-growing clean energy firm.”

Since November, Perello & Company has been and continues to manage WePOWER’s branding, advertising, digital, video and media relations efforts. The company helped launch WePOWER’s Windvertising™ media platform, which enables the placement of advertising on WePOWER’s vertical axis wind turbines as well as a series of partnerships, acquisitions and new product developments over the last six months.

“We have great respect for WePOWER’s leadership and the company’s powerful, innovative wind energy technologies,” said Joseph Perello, co-founder of Perello & Company. “We share their desire to help create an energy independent future for the United States and the world and we look forward to bringing their vision to life.”

“WePOWER view’s Perello & Company as our marketing and communications partner, but also as advisors to our growing leadership team. They think and act like owners - and have already played an important role in applying our wind energy technology to homes, businesses and wind farms,” said Kevin Donovan, Director of WePOWER. “Their passion for wind energy and dedication to helping us grow our business is evident in everything they do.”

ABOUT PERELLO & COMPANY
Perello & Company is an integrated marketing and communications firm based in New York City. The company was founded in 1999 by Wendy Perello, a veteran marketer for brands like Citigroup, Bank of America, 1-800-Flowers.com and American Express, and her husband Joseph, former vice president of the New York Yankees and the first Chief Marketing Officer for the City of New York. www.perello.net.

ABOUT WePOWER
WePOWER manufactures vertical-axis wind turbines. The company’s American-made, safe, quiet and low maintenance turbines allows for wind energy to be generated and distributed in urban, suburban and rural areas. WePOWER’s wind turbines are applied in wind farms, residential applications and commercial applications like buildings, cell towers, billboards, security towers and others. The private company’s wind turbines are powered by Aura Systems Inc.’s (AUSI.OB) Aura family of generators, which create 2.5 times the amount of energy per unit volume than other wind energy solutions. WePOWER also develops and deploys urban energy systems and retrofits traditional wind farms. With its own intellectual property and patents, WePOWER manages all economics of the energy created by these innovative technologies including the tax incentives, energy rebates and carbon credits. www.wepower.us

NEW YORK, NY March 20, 2009 - Rick Cerrone, former head of media relations for the New York Yankees and 30 year media veteran, is teaming up with Perello & Company, an integrated marketing, media and consulting firm based in New York City, to advise the company’s growing roster of media relations clients.

“We are very fortunate to be able to tap into the creativity, connections and experience of Rick Cerrone, whose career embodies the best in the media relations business. Rick will be an asset to our growing firm and to our clients,” said Joseph Perello, co-founder of Perello & Company. Mr. Perello, also a veteran of the New York Yankees, worked closely with Mr. Cerrone from 1997-2000.

Mr. Cerrone will advise Perello & Company on media relations strategy, and help the firm’s growing list of clients build their brand awareness through media relations initiatives.

“It is terrific to be working again with Joe and his growing agency. I look forward to advising the company and working with their great roster of clients,” said Rick Cerrone.

Mr. Cerrone, a public speaker and media relations advisor, has had an amazingly diverse career that spans more than 30 years — from editor and publisher of a national baseball magazine to Major League Baseball executive to talk show host to being at the helm of public relations for the greatest sports franchise in the world. Rick appears regularly on ESPN, CNBC, Fox and Friends.

As senior public relations counsel with the Yankees for 11 years, Rick manned what Sports Illustrated called, “The Hottest Seat in Sports.” As the team’s Senior Director of Media Relations from 1996 through 2006, he helped to increase single-season attendance records by nearly 150 percent and managed publicity for six World Series, four World Championships and numerous crises and controversies.

Joe Perello spoke to second year MBA students at Harvard Business School in March on the the topic of City Marketing. He joins Professor Anita Elberse in her Marketing Services class to discuss the case ‘Marketing NYC’ written by Professor Elberse and Professor Kash Rangan in which Perello is the protagonist. This is Joe’s fourth time addressing the HBS grad students.

PUBLIC LIVES
New York Times

I had never come across a person/journalist/writer/critic whom I agreed with on so many different levels until I started reading the powerful, articulate articles of Tom Friedman, the award-winning New York Times columnist.

Usually, I agree with some of what reporters have to say. That is until they make a sudden U-turn and veer off into some strange land. Maybe the majority of reporters do so to be sensational, or to attempt to make their editor happy. They could also just simply think that way.

But it’s different with Tom.

Maybe its because he delves into the minute details of a situation - writing with real knowledge - similar to that of a business-person. To me, it always feels like Tom knows his stuff, like he’s actually lived it, then decided to write about it. His ability to frame and explain issues, practical solutions and barriers in a clear, concise manner makes him a pleasure to read especially if you value pragmatism over ideology.

Although his work appears on the opinion pages, it’s rare that I read his opinion. Not to say that his opinion doesn’t bubble to the surface of his writing from time to time – it does but only when he is informed by real interviews and real facts.

In fact, of all his articles that I have read, the one that has left the most lasting impression on me was his April 15, 2007 article entitled, “The Power of Green,” in which he discusses how America can regain its international stature by taking the lead in alternative energy and environmentalism.

My favorite part of this piece is the paragraph in which Tom explains that “green” is not a hippie, flower child or tree-hugger thing. Instead, going “green” is absolutely necessary to steer us into a prosperous future.

Tom emphasizes that it is imperative for America to go “green” for three important reasons: a) to stop empowering terrorists and people who harbor them through oil; b) to launch and own the next driving force in innovation which is clean, non-oil-based and non-carbon emitting energy and c) because it’s the right thing to do not only for ourselves but for our planet and ultimately our future.

What Tom also understands is that their needs to be a clear and viable economic model to drive this innovation in clean energy…it wont just happen because it should happen. Tom understands that it will happen when there is an underlying economic model which provides value for the buyers and the sellers. Create the value and you’ll solve the problem. It’s a much better solution than just complaining about it.

To view Tom’s “Power of Green” article, please click here.