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    DOES YOUR CREATIVE BRIEF SUCK
  DOESYOURCREATIVEBRIEFSUCK.php05-22-2017
 
    THOSE - REAL - CORE COMPETENCIES YOU NEVER SEE
Working with so many client-companies over the years, we have often run into ...
  THOSEREALCORECOMPETENCIESYOUNEVERSEE.php05-15-2017
 
    COACH - DONT COUCH
You already know that we are big proponents of coaching...
  COACHDONTCOUCH2017MAY.php05-08-2017
 
    THE COMMUNICATION STRATEGY QUIZ RESULTS
See the Communication Strategy Quiz Results here...
  THECOMMUNICATIONSTRATEGYQUIZRESULTS.php05-02-2017
 
    IN SEARCH OF MARKETING EXCELLENCE
In case you hadn't noticed, 2017 marks the 35th Anniversary of the ...
  INSEARCHOFMARKETINGEXCELLENCE.php05-02-2017
 
    COMMUNICATION STRATEGY QUIZ
Virtually all our clients struggle with creating a .....
  COMMUNICATIONSTRATEGYQUIZ.php04-10-2017
 
    THE DIFFERENCE BETWEEN ROI... AND
Recently, we had a conversation over lunch with a client who was questioning....
  THEDIFFERENCEBETWEENROIAND.php04-10-2017
 
    BAM - IDEAS - THE BIG IDEA
Far too many brands are, well, dull. As a result.....
  BAMIDEASTHEBIGIDEA.php03-30-2017
 
    THE TEN COMMANDMENTS OF SEGMENTATION
Market segmentation continues to be a hot topic, despite its age....
  THETENCOMMANDMENTSOFSEGMENTATION.php03-20-2017
 
    BAM - IDEAS
Far too many brands are, well, dull. As a result.....
  BAMIDEAS.php03-13-2017
 
    CLASSICAL A MATTER OF PRINCIPLE
While riding with Uber this past week ....
  CLASSICALAMATTEROFPRINCIPLE.php03-13-2017
 
    THE COMMUNICATION STRATEGY - ALL TOO COMMON ERRORS
Virtually every week we receive Creative Briefs from....
  THECOMMUNICATIONSTRATEGYALLTOOCOMMONERRORS.php03-01-2017
 
    EMOTIONAL BENEFITS SOME DOS AND DONTS
Dealing with emotional benefits remain...
  EMOTIONALBENEFITSSOMEDOSANDDONTS.php03-01-2017
 
    SUPER BOWL LI - SUPER OR BUST?
Depends on whether we're talking about....
  SUPERBOWLLISUPERORBUST.php02-15-2017
 
    THE PILOTS APPROACH TO QUALIFYING REAL INSIGHTS
Let's start this week's DISPATCHES by going out on a limb with...
  THEPILOTSAPPROACHTOQUALIFYINGREALINSIGHTS.php02-06-2017
 
    THE PILOT’S APPROACH TO QUALIFYING REAL INSIGHTS
Let's start this week's DISPATCHES by going out on a limb with...
  THEPILOT’SAPPROACHTOQUALIFYINGREALINSIGHTS.php02-06-2017
 
    HOW TO JUDGE SUPER BOWL LI ADS
Marketers should not fall into the trap of...
  HOWTOJUDGESUPERBOWLLIADS.php01-30-2017
 
    THE CRITICAL DISTINCTION BETWEEN DIFFERENTIATING A
Our new online email....
  THECRITICALDISTINCTIONBETWEENDIFFERENTIATINGANDWINNING.php01-30-2017
 
    RESOLUTIONS FOR MARKETERS
If you missed the 2017 first DISPATCHES....
  RESOLUTIONSFORMARKETERS2017.php01-17-2017
 
    THE GREAT BARRIER BRIEF
We recently completed two....
  THEGREATBARRIERBRIEF.php12-05-2016
 
    CRITICAL MARKETING MISTAKES - DIGGING FOR GOLD PAR
Critical Marketing Mistakes - Digging for......
  CRITICALMARKETINGMISTAKESDIGGINGFORGOLDPARTD.php11-28-2016
 
    IDEA INVOLVEMENT vs. INFO INERTIA
IDEA INVOLVEMENT vs. INFO INERTIA....
  IDEAINVOLVEMENTvsINFOINERTIA.php11-16-2016
 
    ADDING VALUE TO YOUR POSITIONING
Last week we published....
  ADDINGVALUETOYOURPOSITIONING.php11-07-2016
 
    CRITICAL MARKETING MISTAKES - UNSIGHTS PART B
This continues with our article dealing with the absence of...
  CRITICALMARKETINGMISTAKESUNSIGHTSPARTB.php10-10-2016
 
    HONESTLY NOW, IS GAINING SWITCHING REALLY YOUR COR
Regardless of industry, when you look at annual, brand marketing plans ...
  HONESTLYNOWISGAININGSWITCHINGREALLYYOURCORECOMPETENCY.php10-04-2016
 
    CRITICAL MARKETING MISTAKES - UNSIGHTS PART A
Marketing is losing its relevance. This results from.....
  CRITICALMARKETINGMISTAKESUNSIGHTS.php09-27-2016
 
    DOES IT STILL TAKE ADVERTISING TO MAKE GREAT BRAND
When we run our Leadership Communications workshops....
  DOESITSTILLTAKEADVERTISINGTOMAKEGREATBRANDS.php09-19-2016
 
    MBO PLANNING
Are you interested in creating a performance driven brand?
  MBOPLANNING.php09-12-2016
 
    LABOR DAY HOLIDAY
Special DISPATCHES coming on September 12.....
  LABORDAYHOLIDAY.php09-02-2016
 
    ITS TIME TO THINK DIFFERENTLY ABOUT DIFFERENTIATI
Subscribe to DISPATCHES via our new platform....
  ITSTIMETOTHINKDIFFERENTLYABOUTDIFFERENTIATION.php08-29-2016
 
    CRITICAL MARKETING MISTAKES - "BAD" BEHAVIORS
Here it is in its entirety, Critical Marketing Mistakes - "BAD" Behaviors.
  CRITICALMARKETINGMISTAKESBADBEHAVIORSCOMPLETE.php08-19-2016
 
    MOVE OVER CMO. MAKE WAY FOR THE CDO.
If you did not receive the DISPATCHES article this week, then you need to re-subscribe...
  MOVEROVERCMOMAKEWAYFORTHECDO.php08-15-2016
 
    DISPATCHES RE-SUBSCRIBE
If you did not receive the DISPATCHES article this week, then you need to re-subscribe...
  DISPATCHESRESUBSCRIBING.php08-02-2016
 
    CRITICAL MARKETING MISTAKES -
This is the third in a series of articles that will tackle critical marketing mistakes....
  CRITICALMARKETINGMISTAKESBADBEHAVIORSPARTC.php07-25-2016
 
    CRITICAL MARKETING MISTAKES -
This is the second in a series of articles that will tackle critical marketing mistakes....
  CRITICALMARKETINGMISTAKESBADBEHAVIORSPARTB.php07-18-2016
 
    CRITICAL MARKETING MISTAKES - BAD BEHAVIOUS (PART
One of our core responsibilities as marketers is to generate customer behaviors. It is absolutely essential to...
  CRITICALMARKETINGMISTAKESBADBEHAVIORSPARTA.php07-11-2016
 
    HAPPY BIRTHDAY AMERICA
Happy Birthday America....
  HAPPYBIRTHDAYAMERICA2016.php07-05-2016
 
    IMPORTANT - DISPATCHES RE-SUBSCRIBE
ATTENTION! ACTION TO TAKE BEFORE YOU TAKE HOLIDAY
  IMPORTANTDISPATCHESRESUBSCRIBE.php06-29-2016
 
    THAT SCARY SEGMENTATION
You know what instills fear into the hearts of senior management teams everywhere? ....
  THATSCARYSEGMENTATION.php06-27-2016
 
    BAM BRAND IDEA
In this fifth in a series of special video editions of DISPATCHES....
  BAMBRANDIDEA.php06-20-2016
 
    BAM BRAND IDEA
In this fifth in a series of special video editions of DISPATCHES....
  BAMBRANDIDEA.php06-20-2016
 
    ALERT! DISPATCHES SIGN-UP
In order to provide a better service....
  ALERTDISPATCHESSIGNUP.php06-15-2016
 
    MAKE YOUR BRAND FAMOUS
There's a line in an old song that goes like this.....
  MAKEYOURBRANDFAMOUS.php06-13-2016
 
    DISPATCHES SIGN-UP
Please re-subscribe to DISPATCHES as soon as possible....
  DISPATCHESSIGNUP.php06-08-2016
 
    CRITICAL MARKETING MISTAKES - LACK OF DIFFERENTIAT
The choice is yours: "Differentiate or Die" or "Differentiate to Thrive."...
  CRITICALMARKETINGMISTAKESLACKOFDIFFERENTIATIONPART2.php06-06-2016
 
    MEMORIAL DAY TRIBUTE 2016
Memorial Day is not just a holiday weekend. It is a time .....
  MEMORIALDAYTRIBUTE2016.php05-31-2016
 
    CRITICAL MARKETING MISTAKES - LACK OF DIFFERENTIAT
This is the third in a series of articles that will tackle critical marketing mistakes....
  CRITICALMARKETINGMISTAKESLACKOFDIFFERENTIATION.php05-23-2016
 
    MORE ON PACKARD QUOTE
It's funny how, when you hear something for the first time....
  MOREONPACKARDQUOTE.php05-16-2016
 
    BAM POSITIONING
In this fourth in a series of special video editions of DISPATCHES....
  BAMPOSITIONING.php05-09-2016
 
    BRAND NOMENCLATURE, OR WHAT'S IN A NAME?
It has been said that when you name something, you gain control over it. Whoever came up with that....
  BRANDNOMENCLATUREORWHATSINANAME.php05-02-2016
 
    CRITICAL MARKETING MISTAKES - MISS-TARGETING TARGE
This is the second in a series of articles that will tackle critical marketing mistakes....
  CRITICALMARKETINGMISTAKESMISSTARGETINGTARGETCUSTOMERS.php04-25-2016
 
    WE FINALLY HAVE A COMPETITIVE POSITIONING. NOW WHA
Quick question for you: how competitive is your brand's positioning strategy? Better still, let's start with a.....
  WEFINALLYHAVEACOMPETITIVEPOSITIONING.php04-18-2016
 
    BAM VERSUS small
BAM stands for Brand Activated Marketing. In this special video.....
  BAMVERSUSSMALLmMARKETING.php04-08-2016
 
    A MARKETING CEO - AN OXYMORON?
Probably the single biggest thing that attracted both of us to careers in Marketing was this...
  AMARKETINGCEOANOXYMORON.php04-04-2016
 
    CLASSIFYING BRAND POSITIONING STRATEGIES
We classify, or categorize, things in order to better study, understand and, perhaps, utilize them. Classification is...
  CLASSIFYINGBRANDPOSITIONINGSTRATEGIES.php03-28-2016
 
    CRITICAL MARKETING MISTAKES
Recently an investment banker was asked why marketing is under-represented on corporate boards....
  CRITICALMARKETINGMISTAKES.php03-21-2016
 
    BOATS & HELICOPTERS
From time to time managers will inquire where we came-up with...
  BOATSANDHELICOPTERS2016.php03-14-2016
 
    WINNING WITH WIIFM
With the speed of technology developments and marketplace feedback today, no wonder....
  WINNINGWITHWIIFM.php03-07-2016
 
    THINK DIFFERENT
A conundrum is a difficult and intricate problem. In this special video edition of DISPATCHES Richard Czerniawski shares a few of the most vexing....
  THINKDIFFERENT.php02-29-2016
 
    RE-CREATING THE CREATIVE BRIEF
Here's a question for you: How important, on a scale of 1-10, is the Creative Brief in your organization? When you think about....
  RECREATINGTHECREATIVEBRIEF.php02-22-2016
 
    INTRODUCING THE BRAND CLARION
From time to time we recommed books, articles and videos that we believe are worthy of......
  INTRODUCINGTHEBRANDCLARION.php02-15-2016
 
    HOW TO JUDGE (SUPER BOWL 50) ADS
Hopefully your team was the winner. Regardless, if you were an advertiser it is important to know if.....
  HOWTOJUDGESUPERBOWLADVERTISING.php02-08-2016
 
    WHY NEW USERS TRUMP NEW PRODUCTS
We're once again approaching the brand marketing plan cycle -- for 2017. And with that brands will be figuring out how much product news (line extensions, product improvements, packaging upgrades and so on) will be required to achieve 2017 growth...
  WhyNewUsersTrumpNewProducts.php02-01-2016
 
    COACHING - PRODUCTIVE FEEDBACK
This week's DISPATCHES brings you insights on that often over-looked subject, coaching. We hope you enjoy and welcome your comments...
  Coaching-ProductiveFeedback.php01-25-2016
 
    WINNING MARKETING IS ALWAYS A NUMBERS GAME
We're already into the third week of the new year. And corporate managements are likely already re-looking and re-calculating their key numbers for the entire year. The same should hold true for all brand marketers...
  WinningMktIsAlwayNumbersGame.php01-17-2016
 
    BAM--MARKETING MATTERS
Today's offering is a special video presentation.
  BAM-MktMatters.php01-11-2016
 
    RESOLUTIONS FOR MARKETERS
Resolutions, we all make them at some time in our lives. Frequently they are at the start of the New Year and of a personal nature, but maybe it's time to consider some marketing resolutions...
  ResolutionsMkt2016.php01-04-2016
 
    HAPPY HOLIDAYS!
We at BDN International wish you and yours a very happy holiday and a prosperous New Year.
  2015ChristmasCard.php12-14-2015
 
    SNICKERS CAMPAIGN - YOU GOTTA LOVE IT
The holidays are here. A time for celebration! To get us going, this week we want to celebrate one of our favorite and most-admired Campaign Ideas. An idea that, no doubt about it, we wish we had worked on.
  Snickers2015.php12-07-2015
 
    THE INSIGHT ITCH
What makes an insight legitimate? Most marketers would agree that, for starters, to be a real insight it must be grounded in the minds or hearts of target consumers (or customers). Some marketers might even insist that, unless the insight was...
  TheInsightItch2015.php11-30-2015
 
    HAPPY THANKSGIVING
Happy Thanksgiving to all!
  HappyThanksgiving2015.php11-23-2015
 
    MARKETING IMPLICATIONS FROM THE SUCCESS OF EL QUIM
To be really successful in business requires a wide variety of talents skillfully applied with unbelievable drive. This week we offer you an example of all that and more...
  MktImplicationsFromTheSuccessOfElQuim.php11-09-2015
 
    TOO ME-TOO, TOO DISRUPTIVE
We all know that we marketers get paid to meaningfully differentiate our brands, either on a real or a perceived basis - to get selected customers or consumers to choose them over competition. Recently, one of our clients found themselves faced...
  TooMe-Too.php11-02-2015
 
    THE 5 MOST CRITICAL ERRORS WHEN DEVELOPING CONCEPT
Successful development and testing of concepts is essential to successfully competing and, ultimately, winning in the marketplace. It enables us marketers to creating an arsenal of proven business building initiatives that drive customer...
  The5MostCriticalErrorsWhenDevConcepts.php10-26-2015
 
    GOING SOCIAL - IN MESSAGING, NOT JUST MEDIA
For all of our YouTube regulars, quick, what do the Dove, Similac, Honey Maid, and Tylenol Brands have in common these days? Hint: It's more than just that they all have some videos on YouTube. Actually, there's a trend afoot in the digital...
  GoingSocial.php10-19-2015
 
    MAKE ADVERTISING GREAT AGAIN - THE NAKED IDEA
This is part 2 of a three part series on what it takes to making advertising great again. Part 1 addressed Key Copy Words. This second articles deals with the
  MakeAdvGreatAgain-TheNakedIdea.php10-11-2015
 
    LESS IS MORE
Less is more! It's so simple yet so very difficult to achieve. While virtually every marketer appreciates this equation intellectually few are able to put it into practice...
  LessIsMore.php10-04-2015
 
    THE CASE FOR COACHING
It's football season again in America! And with every football season comes a lot of on-line, newspaper and magazine, and TV time devoted to the coaches and coaching that come with the football. What better time, then, to look once again at some...
  CaseForCoaching.php09-28-2015
 
    THE TOP 10 TARGETING BLUNDERS
In doing brand positioning work, we typically have 5 key elements to determine: Target, Competitive Framework, Benefits, Reasons Why, and Brand Character. But just because there are 5 doesn't mean that each one is 20% of the effort. Actually, what...
  Top10TargetingBlunders.php09-21-2015
 
    MAKE ADVERTISING GREAT AGAIN
If your advertising has not been proven to be effective beyond a shadow of a doubt, ten it sucks. Why? you ask?...
  MakeAdvGreatAgain.php09-14-2015
 
    WHAT MANAGEMENT SHOULD EXPECT - FROM MARKETING
Over the years, whenever we have conducted one of our marketing training workshops we have made it a practice to solicit assessments of the experience from our client-participants. Some might think this practice serves mainly as a
  WhatMgmtShouldExpectFromMkt.php08-24-2015
 
    LESSONS FROM POLITICS ON MARKETING - FIRST GOP DEB
This article deals with lessons and potential implications and considerations (PICs) for marketers from the GOP,
  LessonsFromPoliticsOnMkt-1stGOPDebate.php08-10-2015
 
    SOME COACHING TIPS FROM THE ULTIMATE COACH
Having just recently had the privilege of working with a most-valued client in their efforts to implement consistent, value-added coaching across their Brand Teams, the subject remains an important one to us. It should be an important subject to...
  SomeCoachingTipsFromTheUltimateCoach.php07-27-2015
 
    GET YOURSELF FIRED TO GAIN A COMPETITIVE ADVANTAGE
As we've stated many times there are only three ways to win in the competitive marketplace in this
  GetYourselfFiredToGainCompetitiveAdv.php07-13-2015
 
    ASTRA ZENECA LETTER
I enjoyed being a part of your training a couple months ago. It was a real honor to be selected as the featured kick-off speaker and share my experiences with you. The presentation was
  A-Zfollowupltr.php07-10-2015
 
    HAPPY BIRTHDAY, AMERICA
We at BDN International are celebrating the anniversary of the birth of our nation this weekend. Look for a new offering next week. Until then, Happy Birthday, America!!
  July4th2015.php07-06-2015
 
    Not Marketing PLAN, but Marketing PLANNING
Here's an odd question for you, does your Marketing Organization do
  NotMktPlanButMktPlanning.php06-28-2015
 
    HAPPY FATHERS DAY
Today we honor all the fathers in the world. Thank you!
  FathersDay15.php06-22-2015
 
    DON'T LET YOUR HOUSE CATCH FIRE
Don't let your house catch fire by ignoring critical, non-urgent activities. Identify and get working on those top 2 or 3 imperatives that will make a real difference in the health and growth of your brand.
  DontLetYourHouseCatchFire.php06-15-2015
 
    CREATIVE DEVELOPMENT DEMANDS A SENSE OF TIMING
It's easy to admire leaders, performers, and athletes with extraordinary skills. And what tends to make their performances even more admirable is their highly developed, almost natural sense of timing when employing them. Having a natural, highly..
  CreativeDevDemandsSenseOfTiming.php06-08-2015
 
    Get STREET SMARTS
Certainly you've heard the expression - street smarts. It's an expression...
  GetStreetSmarts.php06-01-2015
 
    MEMORIAL DAY
Click below for a short Memorial Day message from we at BDN International
  MemorialDay2015.php05-24-2015
 
    PRESSURE TESTING FOR REAL INSIGHTS
Each week client companies share with us what they proclaim to be their brands' customer insights. Unfortunately, they're either not
  PressureTestingForRealInsights.php05-18-2015
 
    THE REAL REASON MARKETERS DO NOT COACH
There's a frustration out there. It's one shared by a good many marketing organizations; namely, too much time and money is being wasted by marketers giving their creative resources poor or inconsistent direction. Too many
  RealReasonMarketersDontCoach.php05-11-2015
 
    MORE ON POLITICAL MARKETING AND opPOSITIONING
Even though there are more than 550 days left in the race for the 2016 U.S. Presidential election, the practice of
  MoreOnPoliticalMkt.php05-04-2015
 
    VERBalize THE EXACT BEHAVIOR YOU WANT
We like to say that, although we are fluent in only one cultural language, we actually speak a number of other kinds of languages. One of those is the language of Marketing. As with any language, Marketing has a good number of different words that...
  VERBalizeTheExactBehaviorYouWant.php04-27-2015
 
    APPLE WATCH - ON BEING A MARKETECT
The eagerly awaited Apple Watch will become available on Friday, 24 April 2015. Yet, industry experts estimate that nearly a million customers have pre-ordered the Apple Watch, which ranges in price from $350 to $10,000 for luxury versions. Will...
  AppleWatch.php04-20-2015
 
    POSITIONING FOR PRODUCTIVIT
After 15 years or writing these weekly DISPATCHES, it's maddening, really. What's maddening, you ask? That despite 30 years+ conducting client engagements, training workshops, senior management interviews - along with writing two books, and count...
  PosForProductivit.php04-13-2015
 
    BEHAVIOR OBJECTIVES - KEYSTONE HABIT TO A PERFORMA
According to Wikipedia The term is used figuratively to refer to a central element of a larger structure (such as a theory or an organization) that locks the other elements in place and allows the whole to be self-supporting.
  BehaviorOb-KeystoneHabit.php03-30-2015
 
    PROPOSITIONING VERSUS REPOSITIONING
Richard and Mike are both traveling internationally this week. In their absence we are offering a popular previously published and often requested article for your reading enjoyment.
  PrositioningVsRepositioning2.php03-23-2015
 
    WAKING A SLEEPING BRAND
Everyone knows that the one thing man cannot live long without is neither food nor water -- it's sleep. Sleep is essential to our health and well-being. It's also, for many of us, one of life's pleasures. But sleep isn't good for everything...
  WakingASleepingBrand.php03-16-2015
 
    THE PURPOSE OF ADVERTISING
A few weeks ago we published a two part series in DISPATCHES' titled
  ThePurposeOfAdv.php03-09-2015
 
    THERE IS NO VALUE PROPOSITION - WITHOUT THE VALUE
You know how certain marketing concepts get hot, get talked about a lot? And you also know that not everyone in marketing sees or means the exact same thing when they talk about some of these concepts? Well, that's a lead-in to our topic for this..
  ThereIsNoValuePropositionWithoutTheValue.php03-02-2015
 
    FORGET USP - IT IS ALL ABOUT UBE
From time-to-time, like many of you we want to share one of our
  ForgetUSP-AllAboutUBE.php02-23-2015
 
    LEARNINGS FROM SUPER SUPER BOWL XLIX - PART 2
Last week we shared Part-1 of our observations and learnings regarding advertising appearing during
  LearningsFromSuperBowlXLIX-Pt2.php02-16-2015
 
    LEARNINGS FROM
Want to make your advertising more productive without paying $4.5 million for it?
  LearningsFromSuperBowlXLIX.php02-09-2015
 
    THE COACHING COMMITMENT
It's Super Bowl time! And once again two experienced football coaches (and their teams) are in the limelight. Okay, one of them would prefer to be out of the
  CoachingCommitment.php02-02-2015
 
    WHAT ARE YOUR MARKETING, AND YOU, ABOUT?
We'd like to pose two important questions to help determine what your marketing, and you, are about...
  WhatAreYourMktAndYouAbout.php01-26-2015
 
    IS STRATEGY DEAD?
As we get going in this new year, we raise a provocative question: Is Strategy Dead? Not merely to be provocative. Rather, to pull together...
  IsStrategyDead.php01-19-2015
 
    A WINNING CUSTOMER EXPERIENCE
When it comes to bonding with customers - creating the kind of loyalty where customers go beyond preferring to insisting on your brand of product or service - it's their experience that is the critical and deciding factor. I'd like to relate...
  AWinningCustomerExp.php01-12-2015
 
    RESOLUTIONS FOR MARKETERS
Resolutions, we all make them at some time in our lives. Frequently they are at the start of the New Year or, perhaps...
  ResolutionsForMkt2015.php01-05-2015
 
    HAPPY HOLIDAYS!
We at BDN International wish you and yours a very happy holiday and a prosperous New Year.
  Christmas2014.php12-15-2014
 
    WINNING MARKETING'S BEST-KEPT SECRET
Secrets. There are many kinds. The ones that we tend to value the most, though, are those that expose some new or special way to success. So much has been made over the years of the secret to Coca-Cola - its one-of-a-kind, well-guarded formula...
  WinningMktBestKeptSecret.php12-07-2014
 
    BOATS & HELICOPTERS
From time to time managers will inquire where we came-up with term "Boats & Helicopters" and what does it mean. Well, here's a refresher!
  Boats&Helicopters2014.php12-01-2014
 
    LESSONS FOR MARKETERS FROM THE MIDTERM ELECTION 20
We're most fortunate to work across and within many industries, throughout the world. We've worked within the services industry, medical devices and diagnostics, financial, fast moving consumer goods and pharmaceutical industries, among many...
  LessonsForMktsFromMidtermElection2014.php11-17-2014
 
    SO, WHAT'S THE PLAN (PART 1)
As we get into winding down the year, here's a question for you: How did you enjoy your annual brand planning for 2015? Not so much? Worse than that? Well, if you're like many of the marketers we know, having these kinds of reactions is not all...
  SoWhatsThePlan-Part1.php11-09-2014
 
    SITUATIONAL AWARENESS
A friend, and fellow martial arts club member, recounted a story of a friend of his who was mugged recently. The friend walked down a dark, deserted street to be confronted by a guy wearing a hoodie. He heard someone stop at his five...
  SituationalAwareness.php11-03-2014
 
    RX POSITIONING IS DIFFERENT (NO, REALLY)
Seems like every time you start work in a new industry you hear that same old refrain:
  RxPosIsDifferent.php10-27-2014
 
    DIFFERENTIATE ANYTHING AND EVERYTHING
More and more client marketers are seeking our assistance in positioning or repositioning products with no demonstrated performance differentiation (e.g., clinical outcomes or customer satisfaction surveys, etc.) relative to their competition...
  DifferentiateAnythingAndEverything.php10-21-2014
 
    WHAT IS IN YOUR CAMPAIGN LINE?
You've no doubt heard and experienced in your career the value of
  WhatsInYourCampaignLine.php10-13-2014
 
    POSITIONING - ALPHA & OMEGA
The brand positioning strategy needs to be the alpha (beginning) and omega (end) of all.....
  POSITIONINGALPHAOMEGA.php10-06-2014
 
    GIVING MEANING TO THE BRAND IDEA
More and more, it seems, we have come to rely on the Brand Idea as a
  GIVINGMEANINGTOTHEBRANDIDEA.php09-29-2014
 
    COACHING THE AGENCY - WHEN IT IS TIME TO SHUT-UP
One of the situations we seem to encounter frequently is the client....
  COACHINGTHEAGENCYWHENITSTIMETOSHUTUP.php09-22-2014
 
    PRESSURE TEST FOR THE PRESSURE-COOKER
We recently worked with a valued client who wanted to "pressure test" a brand positioning - one that a number of their team had worked for months to complete. We are big proponents of...
  PRESSURETESTFORTHEPRESSURECOOKER.php09-15-2014
 
    WINNING IN THE AGE OF SAMENESS
As we pointed out in previous DISPATCHES' articles we live in an
  WINNINGINTHEAGEOFSAMENESS.php09-08-2014
 
    HOWDY PARDNER
Most brand-builders prefer to think of their primary outside suppliers - especially their .....
  HOWDYPARDNER.php08-25-2014
 
    BRAND VERSUS PRODUCT POSITIONING
So what's the difference between a "brand" versus "product" positioning strategy statement? Is it important? Why so? These are among.....
  BRANDVERSUSPRODUCTPOSITIONING.php08-18-2014
 
    THE TEN COMMANDMENTS OF SEGMENTATION
It seems there are some topics in Marketing that never stop being hot. Take Insights, for instance. Or take Segmentation. What is it.....
  THETENCOMMANDMENTSOFSEGMENTATION.php08-11-2014
 
    BIGGEST EXCUSE IN MARKETING
What is the biggest excuse in marketing? Here's a question that was originated from one of the participants from our....
  BIGGESTEXCUSEINMARKETING.php08-04-2014
 
    PRESSURE TESTING INSIGHTS
Each week client companies share with us what they proclaim to be their brands' customer insights. Unfortunately, they're either not......
  PRESSURETESTINGINSIGHTS.php07-28-2014
 
    ADDING VALUE TO YOUR POSITIONING
Everyone appreciates value, even though what one person values may not be exactly the same as what another person does. Trouble is, these days it is harder than ever to
  AddingValueToYourPos.php07-21-2014
 
    SMART Behavior Objective
The Essential Creative Brief provides the direction for the messaging the creative resource team will use to develop the Campaign Idea needed to stimulate the behavior of the targeted-customers that will contribute to the achievement of the...
  SMARTBehaviorObj.php07-13-2014
 
    IT'S TIME FOR A NEW TARGETING MODEL
This week we take a look at a familiar Positioning and Communication topic (Targeting), but with a new angle. Truly, nothing amazes us more than how bluntly and cavalierly marketers and their senior managers set their Targets: the way they were...
  ItsTimeForANewTargetModel.php06-29-2014
 
    WHY YOUR COMMUNICATIONS SUCK - PART 5
This is the final installment, in a series of five DISPATCHES' articles, to address the subject,
  WhyYourComSuck5.php06-22-2014
 
    OPEN BRAND POSITIONING AND LEADERSHIP COMMUNICATIO
Recently we are receiving so many inquiries about the timing of the next OPEN Brand Positioning & Leadership Communication Program that it seems like a Call to Action...
  OpenBPLCC2014.php06-11-2014
 
    WHY YOUR COMMUNICATIONS SUCK - PART 4
This is the fourth DISPATCHES' article, in a series of five, to address the subject,
  WhyYourComSuck4a.php06-09-2014
 
    WHY YOUR COMMUNICATIONS SUCK - PART 3
This is the third DISPATCHES' article, in a series of five, to address this subject,
  WhyYourComSuck3a.php06-02-2014
 
    WHY YOUR COMMUNICATIONS SUCK - PART 3
This is the third DISPATCHES' article, in a series of five, to address this subject,
  WhyYourComSuck3.php06-02-2014
 
    WHY YOUR COMMUNICATIONS SUCK - PART 2
This is the second installment in a series of DISPATCHES' articles to address a question voiced by a participant in one of our Leadership Communications Workshops. He asked,
  WhyYourCommSuck-2a.php05-19-2014
 
    WHY YOUR COMMUNICATIONS SUCK - PART 1
During one of our Leadership Communications workshops a participant shared that his team tested their communications and found that it did poorly in convincing the target-customers to take action. As a result, he erroneously came to the conclusion...
  WhyYourComSuck-1.php05-12-2014
 
    ADDED STUFF DOES NOT EQUAL ADDED VALUE
How many times have we heard the advice,
  ADDEDSTUFFDOESNOTEQUALADDEDVALUE.php05-05-2014
 
    WHY YOUR COMMUNICATIONS DO NOT WORK
Your marketing communications (as in advertising) don't work, do they? But you're not alone. Most of what passes for so-called communications to customers don't work where it really matters, to motivate behavior. Why don't they work?.....
  WHYYOURCOMMUNICATIONSDONTWORK.php04-28-2014
 
    CHOOSY MARKETERS - CHOOSE
You know that old expression,"Not to decide is to decide"? It implies that, by withholding a decision, one is actually making a decision - to do nothing, or to do nothing right now. Well here's another expression, one that pertains directly to...
  ChooseyMarketers.php04-14-2014
 
    MARKETING MUSINGS
In our world of military aviation (a lifetime ago) we termed it
  MarketingMusings.php04-07-2014
 
    CLASSIFYING BRAND POSITIONING
We classify, or categorize, things in order to better study, understand and, perhaps, utilize them. Classification is somewhat of a crate exercise. We may....
  CLASSIFYINGBRANDPOSITIONING.php03-31-2014
 
    WHY THE COMPETITIVE FRAMEWORK MATTERS
There may be a time when you might hear a young marketer, working on his or her first Brand Positioning Strategy, say something like this....
  WHYTHECOMPETITIVEFRAMEWORKMATTERS.php03-24-2014
 
    CREATING A LEARNING ORGANIZATION
This special issue of DISPATCHES is a video of Richard Czerniawski defining and sharing his thoughts with a group of marketing managers on Creating a Learning Organization, and the important link......
  CREATINGALEARNINGORGANIZATION.php03-17-2014
 
    VOLVO ENVY
Whenever marketers are engaged in brand positioning work - whether aiming to create a positioning for a totally new brand, or wishing to evolve an established brand's positioning to make it more...
  VOLVOENVY.php03-10-2014
 
    < = > !
"< = > !" means exactly what it says. Less is more! It's so simple yet so very difficult to achieve. While virtually every marketer appreciates this equation intellectually few are able to put it into practice. Yet....
  LESSISMORE.php03-03-2014
 
    HAVE YOU CALCULATED THE ROI -- FOR YOUR POSITIONIN
Every once in awhile you'll hear someone in your company's management ask a marketer something like this,
  HAVEYOUCALCULATEDTHEROIFORYOURPOSITIONINGTARGET.php02-24-2014
 
    CREATING A WINNING BRAND EXPERIENCE TO BOND WITH C
When it comes to bonding with customers - creating the kind of loyalty where customers go beyond preferring to insisting on your brand of product or....
  CREATINGAWINNINGBRANDEXPERIENCETOBONDWITHCUSTOMERSREDUX.php02-17-2014
 
    THE MEANING OF INTEGRITY IN MARKETING
In our years of big-company marketing, we perceived and experienced a Marketing Function that had a leadership role: being aggressively competitive; pushing innovation and new ideas, even when they weren't very popular; never failing to have a....
  THEMEANINGOFINTEGRITYINMARKETING.php02-10-2014
 
    B&H LEARNING FROM BRANDS THAT DELIVER A WINNING EX
When it comes to bonding with customers - creating the kind of loyalty where customers go beyond preferring to insisting on your brand of product or service - it's their experience that is the critical and deciding factor. Two weeks ago....
  BHLEARNINGFROMBRANDSTHATDELIVERAWINNINGEXPERIENCE.php02-03-2014
 
    THE BIG DIFFERENCE BETWEEN BRAND POSITIONING AND..
Most marketers who have worked within more than one company will tell you that there are a number of marketing concepts that all mean the same thing, but are expressed in slightly different terms at different companies. Some of them even sound....
  THEBIGDIFFERENCEBETWEENBRANDPOSITIONINGANDBRANDING.php01-27-2014
 
    B&H EXPERIENCES THAT MAKE A DIFFERENCE
Perhaps, you've read some of our earlier DISPATCHES' articles about delivering meaningful experiences to build a brand relationship with customers. They have....
  BHEXPERIENCESTHATMAKEADIFFERENCE.php01-20-2014
 
    BROAD TV TARGETS & EFFECTIVENESS ILLUSION
As we enter 2014, here's a question for you
  BROADTVTARGETSEFFECTSILLUSION.php01-13-2014
 
    MARKETERS' RESOLUTIONS
Resolutions, we all make them at some time in our lives. Frequently they are at the start of the New Year or, perhaps, after we've.....
  MarketersResolution.php01-06-2014
 
    Test Christmas
  TestXmas.php12-18-2013
 
    HAPPY HOLIDAYS!
Happy Holidays to all our friends out there. Please click below for a further message.
  Xmas2013.php12-16-2013
 
    IT'S THE EXPERIENCE STUPID!
Perhaps, you've read some of our earlier DISPATCHES' articles about delivering meaningful experiences to build a brand relationship with customers. If so...
  ItsTheExperienceStupid.php12-09-2013
 
    TEST
  test.php12-09-2013
 
    Buy Some Insight Insurance
Have you had enough of insurance talk? Are you
  BuySomeInsightInsurance.php12-02-2013
 
    LESSONS FROM THE PUBLIC SECTOR ON WHAT NOT TO DO I
We're most fortunate to work within many private sectors, throughout the world. We've worked within the services industry, medical devices and diagnostics, financial, fast moving consumer goods and pharmaceutical among many others. And, we've learned
  LessonsFromPublicSector.php11-18-2013
 
    MARKETING MATH MATTERS
Some say that marketing is more akin to art, largely determined and driven by creativity, intuition, and all too often, personal likes. Others say that there's a real science to marketing: enabling marketers to field empirical, quantitative...
  MarketingMathMatters.php11-04-2013
 
    DOES ANYBODY CARE?
Is anybody there? Does anybody care? Does anybody see what I see? Read on as we dig deeper and explore.
  DoesAnybodyCare.php10-28-2013
 
    How To Develop 1001 Customer Insights
In keeping with our theme of Customer Insights the last few weeks, we thought that we would re-issue...
  HowToDevelop1001CustomerInsights.php10-21-2013
 
    How To Discover 1001 Customer Insights
In keeping with our theme of Customer Insights the last few weeks, we thought that we would re-issue...
  HowToDiscover1001CustomerInsights.php10-21-2013
 
    THE INSIGHT PIPELINE
As a follow-up to our DISPATCHES about the "Big Dig" - for insights - a couple of weeks ago, we would like to share a novel concept about insight discovery and development: the Insight Pipeline. It's not a concept that we coined; rather, it came...
  InsightPipeline.php10-14-2013
 
    EGG-actly BRAND IDEA WORTHY
What do eggs have to do with making our marketing matter more? Read-on to learn why it is egg-actly what you need.
  EGG-actlyBrandIdeaWorthly.php10-07-2013
 
    THE BIG DIG
This week we are once again thinking about insights. If we're honest, we marketers probably never think enough about insights. And all too often we suddenly find ourselves in need of, say, a Creative Brief for some new communication, and then it...
  TheBigDig.php09-30-2013
 
    MAKING POSITIONING MATTER
It's encouraging to see that more marketers are creating brand positioning strategy statements, at least for launch products. However, while we are encouraged by this activity we're discouraged to see that the strategies are not very meaningful...
  MakingPositioningMatter.php09-23-2013
 
    A SPACE OF YOUR OWN
They say that space is the last frontier. But the space that they're referring to is the universe and beyond - space that, to us mere earthlings, seems unfathomable and, maybe even, unending. Most of the time in our lives, we are concerned with...
  ASpaceOfYourOwn.php09-16-2013
 
    TRANSFORMING MARKETING - MAKING MARKETING MATTER
Summer holiday season is over. Children are back to school and we are back at work. It's no better time to hunker down to transform products into brands that drive customer preference. It's no better time to transform our marketing from small
  TransformingMarketing.php09-09-2013
 
    DRAFTING ON STEVE JOBS LEGACY
Steve Jobs left quite a legacy. He was the Marketect of our generation. He was at the forefront in creating, and or recreating, several industries; personal computers; animated films (Pixar); the way we consume music (iPod, iTunes): mobile phones...
  DraftingOnSteveJobsLegacy.php08-26-2013
 
    POSITIONING: JUST GIVE ME ONE WORD
We've all the heard the expression, "What's in a word?" And, for sure, we've all found ourselves in conversations when we hit a stumping point and say out loud something like, "Ohhh, shucks, what's the word I'm looking for?"
  Pos-JustGiveMeOneWord.php08-19-2013
 
    SILVERADO STRONG WITH BRAND CHARACTER
We can differentiate our brands with any one of the brand positioning strategy elements: target-customer, perceptual competitive framework, benefit (product, customer and/or emotional), reason-why support, and/or brand character. The all-new...
  SilveradoStrongWithBrandCharacter.php08-10-2013
 
    ON BEING YOUR BEAUTIFUL SELF, BEING YOU, AND BEING
For some time now, the Dove Brand has been talking about "real beauty," the Snickers Brand has been talking about "satisfying hunger," and the Coke Brand has been talking about "opening up happiness." But if you've been following the evolution of...
  OnBeingYourBeautifulSelf.php08-05-2013
 
    INVEST TO BUILD EQUITY REDUX
This revisits our DISPATCHES article of two weeks ago,
  InvestToBuildEquityRedux.php07-29-2013
 
    WINNING WITH DIFFERENTIATED...IDEAS?
There are few words as often used in brand-building and marketing as the word "differentiated." Usually that word is preceded by an important, qualifying adverb: "meaningfully." And in conversations around these two words, the subjects are...
  WinningWithDifferentiated...Ideas.php07-22-2013
 
    INVEST TO BUILD EQUITY
My home was built in 1892. That makes it 121-years old. (For those of you wise guys that's a lot older than me!) There are things we have to do to maintain our home. Then there are things we do to improve it. There are things we do to maintain our...
  InvestToBuildEquity.php07-15-2013
 
    THE DE-VALUATION OF BRAND EQUITY ADVERTISING
Brand equity never seems to go out of style. Most marketers will tell you, in fact, that one of their big responsibilities is to build brand equity during their tenure of brand stewardship. You could almost say that everyone appreciates and ...
  De-ValOfBrandEquityAdv.php07-01-2013
 
    ITS TIME TO RE-ORG
We're in over our heads this week. We are writing about a subject for which we have no expertise. But it is one that has been particularly disruptive and, as such, is worthy of attention. It deals with re-orgs. While we're sharing our thoughts on...
  ItsTimeToRe-Org.php06-24-2013
 
    GETTING THE FEEL OF EMOTIONAL BENEFITS
It's said that, for many people, talking about their feelings is awkward, uncomfortable, and even (for a lot of men, presumably) nearly impossible. No wonder, then, that we marketers find the selection and expression of emotional benefits for our...
  GettingFeelOfEmotionalBenefits.php06-10-2013
 
    PRO-SITIONING VERSUS RE-POSITIONING
"Pro-sitioning" versus "Re-positioning" the choice is yours. In this week's video edition of DISPATCHES, Richard shares the differences between the two approaches so that you may make a choice that will serve to make your marketing matter more.
  Pro-sitioningVsRe-positioning.php06-03-2013
 
    MEMORIAL DAY
Please click below for a short Memorial Day message.
  MemorialDay2013.php05-26-2013
 
    THE GPS DILEMMA
It's hard not to be impressed with the marvels of the GPS: to know exactly where we are and to have a programmed way to get where we're going (especially when we, ourselves, really don't know how to get there). Imagine if only we could have the...
  TheGPSDilemma.php05-20-2013
 
    HAPPY MOTHERS DAY
Have a happy Mother's Day. Click below for a short message
  MothersDay2013.php05-13-2013
 
    YOUR HIDDEN COMPETITORS
Everyone believes s/he knows who the competition is. But they tend to only recognize the most visible competitors. Below the surface are other competitors that can undermine your brand's growth potential or, worse yet, steal market share and growth..
  YouHiddenCompetitors.php05-06-2013
 
    ONE, REASON WHY TO GET CREATIVE
Most of us have a tendency to separate strategic thinking from creative thinking. Even more, we tend to think of processes - such as developing a new communications campaign - as having a strategic phase (to develop the Brief) and then a creative...
  OneGoodReasonWhyToGetCreative.php04-29-2013
 
    MORE ON TARGETING
Last week we wrote about the 10 Most Common Blunders in Targeting. This week we want to share with you our thinking on how to choose your target.
  MoreOnTargeting.php04-22-2013
 
    TOP TEN TARGETING BLUNDERS
In doing brand positioning work, we typically have 5 key elements to determine: Target, Competitive Framework, Benefits, Reasons Why, and Brand Character. But just because there are 5 doesn't mean that each one is 20% of the effort. Actually, what
  TopTenTargetingBlunders.php04-15-2013
 
    MORE INNOVATION - LESS RISK
We're pleased to share an article currently appearing in the Spring 2013 issue of MWORLD, The Journal of the American Management Association, which goes out to AMA members worldwide. The article is titled "More Innovation, Less Risk," and was written
  ArticleMoreInnovationLessRisk.php04-08-2013
 
    MORE INNOVATION - LESS RISK
We're pleased to share an article currently appearing in the Spring 2013 issue of MWORLD, The Journal of the American Management Association, which goes out to AMA members worldwide. The article is titled
  MoreInnovationLessRisk.php04-08-2013
 
    THE GREAT BARRIER BRIEF
A favorite quote from one of yesteryear's great ad agency creative heads, Al Hampel, goes something like this:
  GreatBarrierBrief.php03-25-2013
 
    THE ECONOMIC SQUEEZE AND IMPACT ON YOUR BRAND
It has just been reported that disposable income in the US was down 4% in January. Certainly, US citizens are not alone in feeling the pain of shrinking disposable income. People around the globe are being squeezed economically. Europe continues...
  EconomicSqueezeAndImpactOnBrand.php03-18-2013
 
    ECONOMIC SURVEY
Please respond to the following confidential survey, which shouldn't take more than 5-minutes of your time, and I'll share the results, with potential implications for businesses, in a couple of weeks.
  EconomicSurvey.php03-14-2013
 
    CONSUMER LOYALTY DOES NOT GUARANTEE BRAND LOYALTY
Here in the U.S, many longtime and loyal Tylenol users are well-aware of the greatly reduced in-store distribution of the past couple of years (due to some significant product recalls). Now the brand is returning to the shelves, but for many the...
  ConsumerLoyaltyDoesntGuaranteeBrandLoyalty.php03-11-2013
 
    COMMUNICATION OBJECTIVE - LETS GET IT RIGHT
For crying out loud, let's get it right! What are we talking about? The
  CommObj-LetsGetItRight.php03-04-2013
 
    CLIMBING THE BENEFIT LADDER
We've mentioned before in these DISPATCHES that so many of the things we learned or used as children still help us in our brand-building work today. Take the game of Chutes & Ladders, which is based on an ancient board game from India called...
  ClimbingTheBenefitLadder.php02-25-2013
 
    PRESSURE TESTING FOR REAL INSIGHTS
Ever wonder if your brand's insights are
  PressureTestingRealInsights.php02-18-2013
 
    LESSONS FROM LINCOLN
You know what special day February 14th is. But how about February 12th? For us Americans, the 12th ought to carry a lot more significance; after all, it's Abraham Lincoln's birthday. In honor of his birthday (and looking ahead to how well the movie
  LessonsFromLincoln.php02-11-2013
 
    HOW TO JUDGE SUPER BOWL ADS
The Super Bowl may be the most expensive media on the planet at $3.8-million US dollars per :30-second spot. It needs to generate a favorable financial return or the advertiser just squandered a precious load of marketing funding in an age of...
  HowToJudgeSuperBowlAds2.php02-04-2013
 
    THE INSIGHT ITCH
What makes an insight legitimate? Most marketers would agree that, for starters, to be a real insight it must be grounded in the minds or hearts of target consumers (or customers). Some marketers might even insist that, unless the insight was...
  TheInsightItch.php01-28-2013
 
    THE INSIGHT ITCH
What makes an insight legitimate? Most marketers would agree that, for starters, to be a real insight it must be grounded in the minds or hearts of target consumers (or customers). Some marketers might even insist that, unless the insight was...
  TheInsightItch.php01-28-2013
 
    THE INSIGHT ITCH
What makes an insight legitimate? Most marketers would agree that, for starters, to be a real insight it must be grounded in the minds or hearts of target consumers (or customers). Some marketers might even insist that, unless the insight was...
  TheInsightItch.php01-28-2013
 
    CLASSIFYING BRAND POSITIONING STRATEGIES
We classify things in order to better understand and use them. How could it help to also categorize brand positoning strategies?
  ClassifyingBrandPosStrat.php01-21-2013
 
    A TRUE BRAND STORY
As we start another new year, our minds are naturally on bigger-picture subjects - in an effort to set some kind of context or perspective for all the more specialized subjects we'll no doubt delve into throughout the year. Last week we listed our..
  TrueBrandStory.php01-14-2013
 
    A TRUE BRAND STORY
As we start another new year, our minds are naturally on bigger-picture subjects - in an effort to set some kind of context or perspective for all the more specialized subjects we'll no doubt delve into throughout the year. Last week we listed our...
  ATrueBrandStory.php01-14-2013
 
    A TRUE BRAND STORY
As we start another new year, our minds are naturally on bigger-picture subjects - in an effort to set some kind of context or perspective for all the more specialized subjects we'll no doubt delve into throughout the year. Last week we listed our...
  ATrueBrandStory.php01-14-2013
 
    A TRUE BRAND STORY
As we start another new year, our minds are naturally on bigger-picture subjects—in an effort to set some kind of context or perspective for all the more specialized subjects we’ll no doubt delve into throughout the year. Last week we listed our.
  ATrueBrandStory.php01-14-2013
 
    NEW YEAR RESOLUTIONS FOR MARKETERS
Hello and Happy New Year to all! Click below for a special greeting filled with insights we hope you find helpful.
  2013ResolutionsForMkt.php01-07-2013
 
    THE BEAUTY OF THE BUCKET
Throughout our business and marketing careers, we have always sought out (and sometimes created) formats and tools that aid our thinking. More specifically, we have valued those tools that make the complex simple, that enable us to better practice..
  BeautyOfTheBucket.php12-10-2012
 
    1-MORE INNOVATION, LESS RISK
  MoreInnovationLessRisk.php12-03-2012
 
    LET'S GET NAKED--IDEAS
We marketers are, by birth perhaps, lovers of ideas. All kinds of ideas. When we see or hear a new product or advertising idea, our instinct is to
  LETSGETNAKEDIDEAS.php11-26-2012
 
    LET'S GET NAKED--IDEA
We marketers are, by birth perhaps, lovers of ideas. All kinds of ideas. When we see or hear a new product or advertising idea, our instinct is to think,
  LET'SGETNAKED--IDEAS.php11-26-2012
 
    MARKETING LESSONS FROM THE 2012 U.S. PRESIDENTIAL
The 2012 U.S. Presidential race is over. Finally! President Obama has been re-elected to serve another 4-years as President of the United States. Now both parties are conducting analyses of learning that will contribute to future campaign success...
  MktLessons-2012PresRace.php11-12-2012
 
    THE TWO KINDS OF ADVERTISING
With the US Presidential election now just around the corner, we are reminded once again that so much of our lives is spent considering one of two options. It does seem that nearly everything in the world can be organized or classified as only one...
  TwoKindsOfAdv.php11-05-2012
 
    PRO-SITIONING YOUR BRAND FOR GROWTH
This week we'll be conducting our "Open" Power Brand Positioning Workshop. Those that will be participating will learn about "Prositioning," a term we coined for proactive positioning versus "repositioning," which is reactive. Sorry we'll miss those
  PrositioningYourBrandForGrowth.php10-26-2012
 
    TOTAL QUALITY POSITIONING
Remember that hot strategy topic of the 1990's, Total Quality Management? As far as we know, TQM is still alive and well, particularly in those organizations that invested in learning how to implement it some years back. In reconsidering some of...
  TotalQualityPositioning.php10-22-2012
 
    COMPETITIVE POSITIONING
Have you ever wondered just how does one begin to develop leadership? And why is it SO important? We invite you to watch a short PowerPoint Presentation that offers some real food for thought.
  CP-PPTX.php10-14-2012
 
    THE LEADERSHIP VALUES AND PRACTICES OF JIM BURKE
Jim Burke, Chairman & CEO of J&J from 1976-1989, died Friday, September 28 at the age of 87. Jim was a leader who responsibly addressed the needs of the public.
  LeadershipValuesJimBurke.php10-08-2012
 
    THE REAL MEANING OF POSITIONING
With our upcoming Power Positioning College now less than one month away, our minds are naturally on this endlessly fascinating (and critical for brand-building) subject, Positioning...more specifically, Brand Positioning. And while it might seem...
  RealMeaningOfPos.php10-01-2012
 
    BRAND VERSUS PRODUCT POSITIONING
Do you have a brand or product positioning strategy.
  BrandVsProductPos.php09-24-2012
 
    THE THREE KINDS OF POSITIONING
Creating, strengthening, or evolving a Brand Positioning Strategy is hard. Ask anyone who has put the effort into positioning work, and they'll likely tell you that just getting a technically sound positioning strategy completed is a challenge...
  The3KindsOfPos.php09-17-2012
 
    THE MOST IMPORTANT P IN MARKETING
What's the Most Important P in Marketing? It's not product, nor is it pricing, place, of promotion. Instead, it is positioning, namely BRAND Positioning. It is critically important for marketers to get positioning right...
  MostImpP-OPEN.php09-12-2012
 
    IT IS ABOUT IDEAS
  ItsAboutIdeas-Rev.php08-27-2012
 
    IT IS ABOUT IDEAS
Was it Shakespeare (or one of his characters) who said,
  ItsAboutIdeas.php08-27-2012
 
    GETTING WHAT YOU DESERVE - FROM THE OLYMPICS TO MA
Everyone gets the results s/he deserves. Make your marketing matter more to get the positive results you deserve!
  GettingWhatYouDeserve.php08-20-2012
 
    GOING FOR THE GOLD - IN COACHING
If you have enjoyed watching the successes of some of the medal winners in this year’s London Olympics, don’t forget that much of their success is due to the coaches behind them…even though we don’t see the coaches on the medal platforms. The
  GoingForTheGold-Coaching.php08-13-2012
 
    HOW COMMUNICATIONS WORK
When we know how something works, truly know how it works, we are empowered to manage it more effectively to achieve the results we seek. This week's issue of DISPATCHES is a video illustrating how communications work so we may better manage our...
  HowCommWork.php08-06-2012
 
    WHAT IS THE STORY
They say that everyone loves a good story. But did you ever stop to think that this is also true of your senior management? They listen to many
  WhatsTheStory.php07-30-2012
 
    FOR BETTER COMMUNICATIONS, COACH - DON'T COUCH
Providing consistently effective, value-added, and motivating direction to our agency teammates - both account and creative types - is an inherently simple skill (one that we commonly refer to as coaching). But it’s not an easy skill to come by.
  CoachDontCouch.php07-23-2012
 
    A MEDITATION ON MARKETING EXCELLENCE - PARTS 1 AND
A Meditation On Marketing Excellence Parts 1 and 2 combined into one document
  AMeditationOnMktExcellenceFNL.php07-15-2012
 
    A MEDITATION ON MARKETING EXCELLENCE - PART 2
This is Part 2 of a meditation in search of defining and characterizing marketing excellence, and what it takes to achieve it. This will ponder barriers to marketing excellence, the importance of creating a learning organization and provide a...
  AMeditationOnMktExcellence-Pt2.php07-15-2012
 
    A MEDIATION ON MARKETING EXCELLENCE - Part 1
What is
  MediationOnMktExcellence.php07-08-2012
 
    HOW TO WRITE A POSITIONING STRATEGY
Every so often it helps to go back to school. Not literally, perhaps, but at least to stop and think about how what we learned in grammar and high school applies and sometimes doesn't apply so well in the real world of work. Take writing, for...
  HowToWriteAPosStrategy.php06-24-2012
 
    ANNOUNCING THE 2012 BDNI POWER POSITIONING
BDNI is once again planning to conduct our annual Open College in Chicago this year's date is set for Thursday and Friday, October 25th & 26th at the University of Chicago, Booth School of Business Gleacher Center in beautiful downtown Chicago. But
  2012Open.php06-20-2012
 
    COACHING TIPS ON COACHING
Want to learn more about coaching? Want to raise your level of proficiency? What is coaching exactly anyway? Read on...
  CoachingTipsOnCoaching.php06-17-2012
 
    WHAT ARE THE KEYS TO THE GAME?
It seems that there is no end to the sports
  WhatAreTheKeysToTheGame.php06-10-2012
 
    MORE INSIGHTS ON CUSTOMER INSIGHTS
Digging for insights may be compared to drilling for oil. You have to dig a lot of holes, and go sufficiently deep in order to discover a gusher (that which will bring great wealth). This article will review some essential principles about...
  MoreInsightsOnCustomerInsights.php06-03-2012
 
    MEMORIAL DAY - 2012
We pause a moment this week in honor of our fallen heroes...
  MemorialDay2012.php05-27-2012
 
    QUESTIONING BRAND POSITIONING
Sometimes in our training work with clients, we make the important distinction between
  QuestioningBrandPos.php05-20-2012
 
    THE MARKET ANALYSIS - WHAT YOU NEED TO KNOW
The Market Analysis is a critical component of, and the starting point for, the Brand Marketing Plan. It is the opening chapter in the brand's story to management that will weigh heavily in their decision as to its role within the company...
  MktAnalysis-WhatYouNeedToKnow.php05-13-2012
 
    WHAT IS THE BIG BRAND IDEA?
We have always believed that, at the very core of every passionate marketer, is a love of ideas. All kinds of ideas: product ideas, packaging ideas, promotion ideas, PR ideas, communication ideas and so on. But there is one kind of idea, and an...
  WhatsTheBigBrandIdea.php05-06-2012
 
    MAKING DIFFERENTIATION A HABIT
You know how they say,
  MakingDifferentiationAHabit.php04-29-2012
 
    MARKETECT DIFFERENTIATION
However you think of it, "Differentiate or Die," or "Differentiate to Thrive," the key is we need to differentiate our offering from competition if we are going to break out of this "age of sameness," to drive customer preference and create brand...
  MarketectDifferVideo.php04-22-2012
 
    WHY MAKING CHOICES IS SO HARD
They say that we have more choices in our lives today than ever before. That's supposed to be a good thing, right? But, truth be told, many of us get overwhelmed with more choices - and we end up delaying our choice or making no choice at all...
  WhyMakingChoicesIsSoHard.php04-15-2012
 
    THE LEVEL OF TALENT AND HOW GOOD COACHES RESPOND T
We at BDNI are celebrating the Easter Holiday (and Richard's 65th-birthday) this weekend. So, we are taking a holiday from writing DISPATCHES. However, we would like to gift you with an incredible performance from American Idol, which shows the...
  LevelOfTalentAndHowGoodCoachesRespond.php04-08-2012
 
    THE LEVEL OF TALENT AND HOW GOOD COACHES RESPOND T
We at BDNI are celebrating the Easter Holiday (and Richard's 65th-birthday) this weekend. So, we are taking a holiday from writing DISPATCHES. However, we would like to gift you with an incredible performance from American Idol, which shows the...
  LevelOfTalentAndHowGoodCoachesRespond.php04-08-2012
 
    HOW THE STRATEGIC TARGET SETS UP THE POSITIONING
You've heard the old saying,
  HowTheStrategicTargetSetsUpPos.php04-01-2012
 
    DO YOU HAVE WHAT IT TAKES TO BE AN EFFECTIVE COACH
What do Jennifer, Randy, Steven, Jimmy, Christina, Blake, Adam, and Cee Lo have in common? They are all judges on popular talent shows.
  DoYouHaveWhatItTakesToBeAnEffectiveCoach.php03-25-2012
 
    WHAT TO DO WHEN YOU CANNOT CLAIM IT
Among the marketers we admire the most these days are the ones who, when told by someone outside their organization,
  WhatToDoWhenYouCantClaimIt.php03-16-2012
 
    GETTING TO THE BIG IDEA - PART 2
This is the final installment in a two-part examination into ideas or, more specifically, getting to BIG Ideas. Why BIG Ideas?
  GettingToTheBigIdea-Pt2.php03-11-2012
 
    PUTTING YOUR TEAM IN A POSITION TO WIN
We hear a lot these days that our culture puts too much emphasis on winning. And there's no doubt some truth in that. But we would assert that, when it comes to marketing brands these days there is too little emphasis on winning. Some may say...
  PuttingYourTeamInAPositionToWin.php03-04-2012
 
    GETTING TO THE BIG IDEA - PART 1
When we began instructing marketers some 20-years ago regarding how they could make their marketing matter more, one of the participants kept raising the question,
  GettingToTheBigIdea-PtI.php02-26-2012
 
    HOOKED ON A FEELING
We hear all the time (don't we?) that men aren't very good at expressing their feelings. Well, here's a newsflash for you: marketers - whether men or women - aren't very good at expressing their brand's feelings, or more specifically, the...
  HookedOnAFeeling.php02-16-2012
 
    HOW TO JUDGE SUPER BOWL ADS
So, what did you think about the Super Bowl commercials? Have a favorite? Is it just entertaining or does it sell? Read on to learn just how to judge a commercial.
  HowToJudgeSuperBowlAds.php02-12-2012
 
    NEW CAMPAIGN FOR GATORADE FEELS LIKE A WINNER
It seems we have, time and again, spot-lighted the Gatorade brand in these DISPATCHES. But, honestly, it's hard not to. The 70%+ dollar share brand has for so long done so many things well - starting with implementing a perceived-differentiated...
  GatoradeNewCampaign.php02-03-2012
 
    THE ADDED VALUE OF TRADE-UP
In recent years, we have devoted a fair amount of DISPATCHES space to the subject of Marketing Objectives. And for good reason: despite the fact that MO's are among the most basic of marketing concepts, many brand marketing plans that we see either..
  TheAddedValueOfTrade-Up.php01-22-2012
 
    NEW YEAR RESOLUTIONS FOR MARKETERS
Again, Happy New Year to each of you. We've a correction to this week's DISPATCHES podcast. This provides the link to the appropriate podcast offering resolutions for marketers to help make marketing matter more in 2012. These are not resolutions to
  NYResolutionsForMarketers.php01-13-2012
 
    INSIGHT, OR UNSIGHT
With the start of a New Year, what better time than now to come up with a new word? Over the past years we have, from time-to-time, coined some new marketing terms: for example, Marketect, Pro-sitioning, and Add-valuate. Typically, we coin...
  InsightOrUnsight.php01-08-2012
 
    HAPPY HOLIDAYS
Happy Holidays to all our friends out there. Please click below for a further message.
  Xmas2011.php12-15-2011
 
    CONNECT WITH FEELING
What do we mean by "connect with feeling" and what does that have to do with marketing anyway? Read on...
  ConnectWithFeeling.php12-11-2011
 
    THE CREATIVE BRIEF - WHAT IS THE OBJECTIVE
So many things in marketing are so fundamental. No doubt, the same can be said on virtually any profession. How often do we hear top-notch athletes and their coaches extol the virtues of
  TheCXreativeBrief-WhatIsTheObjective.php12-04-2011
 
    A TRIBUTE TO ANOTHER MARKETECT
On Saturday, 19 November 2011, John Smale, passed away. Many of you may not know of Mr. Smale, as he is from an earlier generation of business leaders. He shunned the limelight, avoided interviews and resultant celebrity...
  AnotherMarketect.php11-27-2011
 
    TWO EDITORIALS WORTH A CONVERSATION
Writing these weekly Dispatches articles gives us a chance to (a) share our current and past experiences - and what we have learned from them; and (b) speak up about a principle or best practice we feel passionate about. But sometimes, these articles
  TwoEditorials.php11-13-2011
 
    IT IS SAME-O, SAME-O, ALL OVER AGAIN
We've tackled the subject of differentiating your brand in its messaging over the past two DISPATCHES' releases. Yet just a week ago someone threw out the challenge, posed as a question,
  ItIsSame-OAllOverAgain.php11-06-2011
 
    A NEW IDEA FOR MARKETING ORGANIZATIONS
Over the years, the one thing that we have observed and experienced is that good marketing people are also good idea people. What attracts most people to marketing is their passion for ideas, all kinds of idea: product, packaging, promotion...
  ANewIdeaForMktOrg.php10-30-2011
 
    SAME-O, SAME-O
What's the meaning of
  SAmeO-SameO.php10-23-2011
 
    STATING THE MARKETING OBJECTIVE -- SAY PRECISELY W
You've heard the old saying,
  StatingMktObjPrecisely.php10-16-2011
 
    THE MARKETING PLAN AND PROCESSING PROCESS
This week we invite you to take a deeper, more insightful look at the proverbial Marketing Plan.
  MktPlanAndProcessingProcess.php10-02-2011
 
    THE REAL MEANING OF THE ER IN MARKETER
We one had a client who said to us,
  TheRealMeaningOfTheERinMkt.php09-18-2011
 
    PRODUCT PERFORMANCE - To Insist or Accept - That i
You may be too young to remember, but back in the 1970's one of the best selling books around was one titled,
  ProductPerformance.php08-28-2011
 
    WHY YOUR COMMUNICATIONS SUCK - PART 5
This week we bring you the 5th and final article in this series.
  WhyYourCommSucks-Pt5.php08-21-2011
 
    The Meaning of MARKETING
How long has it been since you opened one of your marketing course textbooks? Probably awhile. So, if you were asked to define
  TheMeaningOfMkt.php08-07-2011
 
    WHY YOUR COMMUNICATION SUCKS - PART 4
This week we bring you Part 4 of Why Your Communications Suck.
  WhyYourCommSucks-4.php07-31-2011
 
    MAKING MARKET SHARE MATTER - SHARE OF TARGET MARKE
Do you know your brand's market share? What a ridiculous question, right? How can anyone succeed in marketing without keeping up-to-the-minute on the brand's share of market? But maybe we should ask a more meaningful question for today's market...
  MakingMktShareMatter.php07-24-2011
 
    SPECIAL MIDWEEK ISSUE
We'd love to get your feedback.
  OpenProgram2011.php07-21-2011
 
    WHY YOUR COMMUNICATIONS SUCK - PART 3
This is the third DISPATCHES' article, in a series of five, to address this subject,
  WhyYourCommSucks-Pt3.php07-17-2011
 
    THE MARKETING - OBJECTIVE - MIX
Probably you have heard or used the marketing term,
  TheMktObjMix.php07-10-2011
 
    WHY YOUR COMMUNICATIONS SUCK - PART 2
This is the second installment in a series of DISPATCHES' articles to address a question voiced by a participant in one of our Leadership Communications Workshops.
  WhyYourCommunicationsSuck-Part2.php06-26-2011
 
    WHY YOUR COMMUNICATIONS SUCK - PART 2
This is the second installment in a series of DISPATCHES' articles to address a question voiced by a participant in one of our Leadership Communications Workshops.
  WhyYourCommSuck-Part 2.php06-26-2011
 
    WHY YOUR COMMUNICATIONS SUCK - PART 2
This is the second installment in a series of DISPATCHES' articles to address a question voiced by a participant in one of our Leadership Communications Workshops.
  WhyYourCommSuck-Part 2.php06-26-2011
 
    THE MOST IMPORTANT PART OF COACHING - FIELDING THE
We know of no one in our line of work who is a bigger advocate of effective Coaching. And in all the work we do - from training to actual consulting - we aim to practice what we preach, and to help our clients develop their own coaching skills as we
  TheMostImpPartOfCoaching.php06-19-2011
 
    WHY YOU COMMUNICATIONS SUCK - PART 1
During one of our Leadership Communications workshops a participant shared that his team tested their communications and found that it did poorly in convincing the target-customers to take action. As a result, he erroneously came to the conclusion...
  WhyYourCommSuck.php06-12-2011
 
    YOU CAN TELL A LOT - FROM WHAT IS MISSING
How common it seems to be, when asked to comment on another's work, that we start by finding those things we would not have done, or at least, would have done differently. This is, most probably, human nature. But, we've found that it can be more..
  YouCanTellALot.php06-05-2011
 
    KNOWLEDGE IS POWER
Knowledge is power. Not facts. Not information. It is knowledge that is power. There is a lot of confusion regarding this point. Many believe that the person with all the facts at his or her disposal is the most knowledgeable.
  KnowledgeIsPower.php05-22-2011
 
    BEWARE THE SYMPTOMS OF BRAND GRANDIOSITY
A few weeks back, a guest writer in Advertising Age wrote about the dangers of what he called
  BewareSymptomsBrandGrandiosity.php05-15-2011
 
    LEARNING FROM MOM
What does Mother's Day have to do with marketing? Well, going beyond the commercial aspects of the day, we think we can apply our learning from mom to help make us better marketers. What do you think?
  LearningFromMom.php05-08-2011
 
    Learning From small Business
It is very curious that so many managers from large multi-national corporations (i.e., BIG business) express a desire to have their own small business some day in the future. ..
  LearningFromSmallBusiness.php05-01-2011
 
    THE HARDWARE AND SOFTWARE OF POSITIONING
Apple continues to dazzle many of us with its differentiated hardware design as well as its unique software applications. But, truth be told, there aren't many brands these days with this degree of both hardware and software differentiation. The...
  TheHardwareAndSoftwareOfPositioning.php04-17-2011
 
    ARE YOUR INSIGHTS
It's pretty hard for most of us to appreciate any good that may have come out of the on-going, global financial crisis. Many of us hope and expect that, at the very least, there will be a new era of regulation and protection - to prevent any more...
  AreYourInsightsAAARated.php04-10-2011
 
    THE BIGGEST EXCUSE IN MARKETING
What is the biggest excuse in Marketing? Read the article to learn what it is.
  TheBiggestExcuseInMkt.php04-03-2011
 
    DREADING THE CREATIVE REVIEW MEETING?
Dread the creative review meeting? Understandable. It's a session filled with tension both on the client and agency side. Let's examine why...
  DreadingTheCreativeReviewMeeting.php03-27-2011
 
    DREADING THE CREATIVE REVIEW MEETING?
Dread the creative review meeting? Understandable. It's a session filled with tension both on the client and agency side. Let's examine why...
  DreadingTheCreativeReviewMeeting.php03-27-2011
 
    BRIDGING THE COLLABORATION GAP
Why is it that, within most communication development processes, there is an intense period of strategic-direction-setting collaboration (between client and agency), only to have the collaboration end as the actual creative ideas start being devel...
  BridgingTheCollaborationGa[.php03-20-2011
 
    WHAT CAN MARKETERS LEARN FROM THE iPAD 2
The iPad 2 went on sale Friday, 11 March. As expected, lines of eager customers formed around Apple stores and reports of out of stocks, and backorders, fed the mania. It seems that Apple Corporation can’t make enough of the iPad 2 to keep-up with.
  WhatMarketersCanLearnFromIPad2.php03-13-2011
 
    CREATIVE POSITIONING - AND CHANGING THE CONVERSATI
Of course, the Brand Positioning is the quintessential strategic brand-building document. When developed to be competitive, it serves as the
  CreativePos-ChangingTheConversation.php03-04-2011
 
    DEALING WITH DUELING BRIEFS
We have been recently working with one of our clients who wants to upgrade and standardize their communication development process - specifically, by
  DealingWithDuelingBriefs2.php02-27-2011
 
    SOCIAL MEDIA AND ESTABLISHING A DIALOGUE WITH CUST
Social media, and all things digital, appear to be in vogue. They are touted as being more important than traditional media (i.e., television, print, etc.). It is proffered that they change the way marketers and customers communicate. Traditional...
  SocialMedia.php02-20-2011
 
    PRINCIPLES OF REAL 360 DEGREE CAMPAIGNS
For a long time, marketers aimed for campaign ideas that they could integrate across their primary marketing-mix elements - especially promotion and merchandising elements. They called these ideas integrated campaigns. But, actually, they were...
  PrinciplesOfReal360DegreeCampaigns.php02-13-2011
 
    HOW TO JUDGE MARKETING COMMUNICATIONS
The results for Super Bowl XLV are in. There's a winner - for the game! The Green Bay Packers beat the Pittsburgh Steelers 31 to 25. But there's still considerable debate as to what was the best advertainment commercial aired during the annual sports
  HowToJudgeMktCom.php02-06-2011
 
    SAME, SAME...BUT DIFFERENT
Of all the things that have changed in marketing over the past, say, twenty years, none is more significant than the dawn of the Age of Sameness - you know, that coalescence of parity-product performance within so many categories and classes.
  SameSameButDifferent.php01-30-2011
 
    WHO DO YOU WORK FOR?
What a silly question! Certainly, you work for the company that pays your salary. And, what's best for them is best for you, the brand and the customer. Or is it?
  WhoDoYouWorkFor2.php01-22-2011
 
    Rx Marketing Excellence = Excellent Marketing Outc
Back in our days as instructor pilots (for the US Navy and Air Force, respectively), we had a standard rating or grading scale for every flight the student-pilot took. This scale ran as follows: Unsatisfactory, Fair, Good, Excellent. Naturally, ....
  RxMarketingExcellence.php01-14-2011
 
    NEW YEARS RESOLUTION 2011
Happy New Year 2011. We're back from our holidays with more DISPATCHES. We're kicking-off the year with resolutions. Not personal resolutions, but professional resolutions, to better fulfill our role as marketers. We hope you will ascribe to, and ...
  NewYearsResolution2011.php01-09-2011
 
    HAPPY HOLIDAYS
We at BDN International wish you and yours a very happy holiday and a prosperous New Year.
  Christmas2010.php12-19-2010
 
    THE FREEDOM OF A TIGHT BRIEF
As we wrap up another business year and look to eventual New Year's resolutions, it seems only appropriate to re-visit one of the most fundamental of strategic documents that marketers require: The Creative Brief. We have written many times in...
  TheFreedomOfATightBrief.php12-12-2010
 
    THE MOST IMPORTANT
Anyone who has studied marketing has, undoubtedly, been taught the 4-Ps of marketing. These are: Product, Price, Place (i.e., distribution), and Promotion. But the most important
  TheMostImportant-P-InMkt.php12-05-2010
 
    THE END OF MARKETING TRAINING, AS WE KNOW IT?
So many familiar, marketing
  TheEndOfMktTraining.php11-28-2010
 
    HAPPY THANKSGIVING
We're taking a break from publishing DISPATCHES this week to enjoy the Thanksgiving holiday with family and friends.
  Thanksgiving2010.php11-21-2010
 
    WORLD-CLASS MARKETING
Our work takes us into many companies, throughout the world. One of the things we frequently hear is the assertion that we (the companies we work with) aspire to achieve
  World-ClassMarketing.php11-14-2010
 
    Building A RESPECTable Marketing Plan
With holiday season about to begin, it usually means (for most marketers) that the annual brand planning season has just ended. Or, more likely, the annual business planning season has just ended - as in operating plan completion and presentation
  BuildingARESPECTableMktPlan.php11-07-2010
 
    DRAMATIZE TO CONNECT WITH YOUR TARGET CUSTOMER
Last week we wrote about the importance of dramatizing the Key Thought (i.e., the benefit or belief we need to instill in the Target-Customer), to behavior-ize it (i.e., stimulate a specific behavior to drive brand growth). Dramatize to behavior-ize
  DramatizeToConnectWithYourTC.php10-31-2010
 
    BEHAVIOR-IZE THE BENEFIT
You've no doubt heard along the way - probably from some classically-trained marketer or some longtime ad agency type - that, when developing communications of any kind you should
  Behavior-izeTheBenefit.php10-24-2010
 
    CONNECT THE DOTS ...
We offer Boats & Helicopters each week in our DISPATCHES articles. These are recommended, practical actions you can take to drive customer preference, and build healthy brands. Where do these Boats & Helicopters come from?
  ConnectTheDots.php10-17-2010
 
    THE MISLEADING F WORD - IN MARKETING
Once a fellow-marketer was asked what successes and failures he had had in his marketing career. In response, he wasted no time in enumerating one success after another. But, when asked again about
  Misleading_F_Word.php10-10-2010
 
    ANNOUNCING COMPETITIVE POSITIONING
Leo Kiely, Chief Executive Officer, MillerCoors Brewing Company, calls it
  AnnouncingCP.php10-04-2010
 
    ANIMATE YOUR BRAND
BAM! We advocate BAM to make your marketing matter. What are we talking about? Brand Activated Marketing! Chef Emeril Lagasse says, "BAM!," when he wants to kick-up his creations. The iconic brands of our time go BAM! They kick-up their marketing ...
  AnimateYourBrand.php09-24-2010
 
    DIFFERENTIATING - WITH PREMIUM PRICING
So often, as we begin working with relatively new marketers or with categories and classes of products that have, traditionally, not driven their brand's growth via marketing, we hear a familiar refrain:
  Differentiating-WithPremiumPricing.php09-19-2010
 
    IS YOUR ADVERTISING A CLICHE?
Far too many ads are cliches. They are trite characterizations that have been used ad nauseum, to the point that the category competitors they represent appear interchangeable. It is all one big blur to potential customers. They promise the same...
  IsYourAdvACliche.php09-12-2010
 
    the 360 Degree Campaign: setting things straight
Does your brand have a just a multi-media Campaign Idea, or does it have a 360 Degree Brand Activation Campaign Idea? What's the difference, you may ask? Well, we think there IS a difference - an important one. Sure, we know that marketers just ...
  The360DegreeCampaign.php08-29-2010
 
    DEVELOPING A MORE PRODUCTIVE CREATIVE BRIEF - PART
Tony Hayward, CEO of British Petroleum, was quoted in the New York Times, following the explosion of the Deepwater Horizon rig in the Gulf of Mexico, as asking his executive team,
  DevMoreProductiveCB4.php08-22-2010
 
    POSITIONING "EYE CANDY" - OR, THE MEDIUM IS REALLY
Just a few weeks ago, we made the assertion in theseDISPATCHES that "Added Stuff Does NOT Equal Added Value." Following along that same line of thinking, this week we take a look at some of the Pro's and Con's of using a new or different medium to
  PositioningEyeCandy.php08-15-2010
 
    PAPER TIGER POSITIONINGS
As the world nervously watches the nuclear brinksmanship emanating from North Korea, an old notion somehow comes to mind - that of the "paper tiger."
  PaperTigerPosRev2.php08-08-2010
 
    PAPER TIGER POSITIONINGS
As the world nervously watches the nuclear brinksmanship emanating from North Korea, an old notion somehow comes to mind - that of the
  PaperTigerPosRev2.php08-08-2010
 
    DEVELOPING A MORE PRODUCTIVE CREATIVE BRIEF - PART
A few weeks ago we began a four-part series of DISPATCHES articles titled
  DevMoreProductiveCB-Part3.php07-31-2010
 
    ADDED STUFF DOES NOT EQUAL ADDED VALUE
How many times have we heard the advice,
  AddedStuff-AddedValue.php07-25-2010
 
    DEVELOPING A MORE PRODUCTIVE CREATIVE BRIEF - PART
A couple of weeks ago we began a four-part series of DISPATCHES articles titled
  DevMoreProductiveCB2.php07-18-2010
 
    PAINT IT BLACK - OR, THE POWER OF RESISTING THE US
Ever consider really innovative packaging? Like maybe
  PaintItBlack.php07-11-2010
 
    DEVELOPING A MORE PRODUCTIVE CREATIVE BRIEF - PART
Deepwater Horizon is an ecological disaster of epic proportions. It has taken lives and is fouling the sea, killing aquatic life, despoiling the white, sandy beaches of the Gulf Coast, negatively impacting the livelihood of many people, and ...
  DevMoreProductiveCB-1.php06-27-2010
 
    MARKETING INVESTMENT
You know that term (from poetry, originally) oxymoron? It usually refers to two words with opposite meanings that are joined together for a clever, paradoxical expression. We heard a joke recently — someone said that the term
  MarketInvestment.php06-13-2010
 
    ACCELLERATING GROWTH
Recently we participated in a workshop with Ben Cook, Acumen Learning. Ben's role was to instruct marketers regarding
  AccelleratingGrowth.php06-06-2010
 
    MEMORIAL DAY 2010
There will be no DISPATCHES article for this week. It is our Memorial Day holiday here in the U.S. It is a time to celebrate our many freedoms purchased with the precious blood and lives of those courageous individuals (fathers and mothers, sons...
  MemorialDay2010.php06-01-2010
 
    MEMORIAL DAY
There will be no DISPATCHES article for this week. It is our Memorial Day holiday here in the U.S. It is a time to celebrate our many freedoms purchased with the precious blood and lives of those courageous individuals
  MemorialDay2010.php05-30-2010
 
    HAVING THE
We have written a number of times in the past about what we call the
  HavingTheMoDialogue.php05-23-2010
 
    THE PURPOSE OF BUSINESS
Back in the dark ages, when we were attending B-School, we seem to remember being told that the purpose of business is to earn profits. Certainly, a corporation needs to earn profits if it is to survive, remain competitive and fuel growth. Profits...
  ThePurposeOfBusiness.php05-16-2010
 
    PRINCIPLES OF POSITIONING NAVIGATION
We spend a good many weeks each year working with Brand Teams as they develop their brand positioning. And while many teams are looking for a stronger or more competitive brand positioning, virtually every team is looking for something even more fun
  PrinciplesOfPosNav.php05-09-2010
 
    10 REASONS WHY POSITIONING BENEFITS FAIL
Each week we probably review at least 4-5 brand positioning statements, which works out to, what, about 200+ per year? When you see and assess this number of statements, you not only learn how to make a positioning statement more compelling, but ...
  10ReasonsWhyPositioningBenefitsFail.php05-02-2010
 
    REFLECTIONS ON LIFE WITH THE COMPANY
This week we will be celebrating the 25th-anniversary of Brand Development Network International. In this article we reflect on what it has meant to us. We believe that it is important for everyone to take the time to reflect on their organization...
  ReflectionsOnLifeWithTheCo.php04-25-2010
 
    EXPECT MORE FROM YOUR TAGLINE
OK, If we asked you to recite the Nike slogan - or ad campaign "tagline" as it is often called - it would roll off your tongue automatically.
  ExpectMoreFromYourTagline.php04-18-2010
 
    WHY NOBODY LOVES YOU
Perhaps you're finding that your customers don't quite love your brand the way they used to love it before we experienced the biggest recession since the great depression. You know what we mean. The relationship isn't quite the same. If you are...
  WhyNobodyLovesYou.php04-11-2010
 
    SAY IT WITH FEELING
We keep hearing brand-builders say that they need to find a way to better connect with their targets. And, more often than not, what they mean when they say this is they need an emotional hook of some kind - to add to their brand's functional story.
  SayItWithFeeling.php03-28-2010
 
    HOW TO BE EXTRAORDINARY
This DISPATCHES article is personal, very personal. It is about me, Richard Czerniawski. No, it is not about me being extraordinary. It's about my life long love and pursuit of learning in order to be extraordinary. It's about my desire, journey and
  HowToBeExtraordinary.php03-21-2010
 
    THE STRATEGIC TRIANGLE
Remember the Bermuda Triangle? What was it, about fifteen years ago or so, that we were regularly seeing newspaper stories and TV shows about that mysterious portion of the Atlantic Ocean where, reportedly, a number of aircraft and ships ventured in,
  TheStrategicTriangle.php03-14-2010
 
    THE STRATEGIC TRIIANGLE
Remember the Bermuda Triangle? What was it, about fifteen years ago or so, that we were regularly seeing newspaper stories and TV shows about that mysterious portion of the Atlantic Ocean where, reportedly, a number of aircraft and ships ventured in,
  TheStrategicTriangle.php03-14-2010
 
    GENERATIONAL TRANSFORMATIONAL MESSAGING
What is Generational Transformational Messaging all about? It's not about developing messaging that people claim to like but, instead, achieving messaging that drives customer preference...
  GenTransMessaging.php03-07-2010
 
    PRACTICE PRACTICE PRACTICE
Here's a sports question for you: How does a team get better? Recognizing that there are no right or wrong answers to this question, most sports enthusiasts might respond first with something like,
  PracticePracticePractice.php02-28-2010
 
    COMPETITIVE POSITIONING
We're pleased to announce that we have a new book scheduled for release around May 1, 2010. The title is COMPETITIVE POSITIONING - Best Practices for Creating Brand Loyalty. We could use your help with it. We'd appreciate your thoughts on select...
  CompetitivePos.php02-21-2010
 
    BEST PRACTICES - WE ADMIRE
How often do we hear the expression, We're committed to best practices? For sure, we often hear consulting firms espouse their devotion to best practices; sometimes we even hear creative agencies making claims about their development of best pract
  BestPractices.php02-14-2010
 
    BRAND MARKETING
BRAND MARKETING Marketing is critically essential in today's
  BrandMarketing.php02-07-2010
 
    UP YOUR GAME TO STRETCH OBJECTIVES
This economic recession is taking its toll on virtually every organization and everyone in it. Our companies are no longer safe, nor are our brands, or marketing budgets, or even our positions within these organizations. And if we are one of the luck
  UpYourGame.php01-31-2010
 
    REGISTER NOW FOR THE 2010 OPEN
  2010Open.php01-27-2010
 
    CONSTRUCTION THE PORTFOLIO POSITIONING STATEMENT
It's early in a new year. In our Dispatches of last week, we offered some resolutions to get you and your brand team started off right. This week we offer another kind of help to get the brand started off right--a re-look at one of the most useful
  ConstructingThePortfolioPosStatement.php01-24-2010
 
    NEW YEAR'S RESOLUTION
New Year's resolutions typically are about personal development and success. They're about doing better or just doing different.
  NewYearsResolution.php01-17-2010
 
    NEW YEAR. NEW DECADE. NEW CHAPTER.
It has been ten years since Amacom (The American Management Company) published our first book, Creating Brand Loyalty. And over that time we have been gratified to learn from many marketers across the globe of CBL's value to them, especially...
  NewYearDecadeChapter.php01-10-2010
 
    HAPPY HOLIDAYS
A bit of holiday cheer for you and yours!
  Xmas09.php12-15-2009
 
    THE 10 MOST COMMONLY ASKED QUESTIONS ABOUT INSIGHT
We're coming to the end of another Dispatches year. And we hope you have found our perspectives and practical suggestions (especially in our weekly Boats & Helicopters section) enjoyable and practical. For our last e-mailing of 2009 we return to...
  Top10QuestionsAboutInsights.php12-13-2009
 
    COMMITING TO MARKET EXCELLENCE
The New Year is less than one month away. How quickly 2009 year has gone bye. Many of us will be making resolutions for 2010. Undoubtedly, if we do, our resolutions will include what we hope to achieve in our work life. Afterall, we are all marketing
  CommittingToMktExcellence.php12-06-2009
 
    THE BIGGEST EXCUSE IN MARKETING
Making the transition from a product to a brand is a challenge for many brand-builders. It's a challenge sometimes because their companies say they want brands (for added shareholder value) but don't always support their marketers in actually dev...
  TheBiggestExcuseInMkt.php11-29-2009
 
    HAPPY THANKSGIVING 2008
We're taking a break from publishing DISPATCHES this week to enjoy the Thanksgiving holiday with family and friends.
  Thanksgiving2008.php11-22-2009
 
    ARE YOU TURNING OFF YOUR CUSTOMERS
We've written a few DISPATCHES articles dealing with the importance of the customer's experience with your products and services. We dramatized these articles by exhorting "it's the experience stupid." No, let us reassure you in this article that we
  AreYouTurningOffYourCustomers.php11-15-2009
 
    WHY STRATEGIC TARGETING IS SO HARD
We have been writing a great deal lately about targeting for a brand's positioning because doing it well is so challenging and so important. The positioning target sets up the entire positioning, after all. And one of the themes we have been pushin
  WhyStrategicTargetingIsSoHard.php11-08-2009
 
    Give Your Promise A Reason
The reason-why is a critically important strategic element of both the brand's positioning and communication strategies. It's also important to ensuring compelling communications. Too often marketers confuse
  GiveYourPromiseAReason03-12-07.php11-01-2009
 
    BEST PRACTICES FOR MARKETING TRAINING
Business managers today face a conundrum. The problem is that marketing managers are expected to grow sales, market share and profits and yet at the same time resources for marketing support are being slashed.
  BestPracticesForMktTraining.php10-25-2009
 
    MULTIPLE MESSAGING IS NOT POSITIONING (LET'S BE HO
We are privileged to have worked in many, many pharmaceutical drug classes. Even more, we are fortunate to have been involved in teaching pharmaceutical marketers how to better build their brands—sometimes within their company's
  MultipleMessagingIsNotPos.php10-18-2009
 
    CONVERSION
Marketing Objectives are the specific target-customer behaviors we expect and need to achieve in order to deliver against the Business Objectives of sales, market share and profits. We do not generate sales unless we first stimulate behaviors. And...
  Conversion.php10-11-2009
 
    WHEN YOUR COMMUNICATIONS DO NOT HAVE AN IDEA
If you are a longtime reader of Dispatches, you already know how strongly we feel about developing Communication Campaign Ideas. Over time, we have offered a good many reasons why an idea can make a big difference—and backed these up with a number
  WhenYourCommDontHaveAnIdea.php10-04-2009
 
    IN DEFENSE OF MARKETING
Ever feel the need to defend your role as a marketer? Or even the need for marketing in your organization? Read on...
  InDefenseOfMarketing.php09-20-2009
 
    THE (POSITIONING) MATRIX RELOADED
We are always on the lookout for helpful ways to think (about brand-building) better. And in our training workshops, we often refer to various tools and formats that are an aid to better thinking - what we sometimes call
  TheMatrixReloaded.php09-13-2009
 
    TWEAKING YOUR COACHING
Far too often client managers use mitigated speech when providing direction on agency creative submissions. We tend to sugarcoat (i.e., to make something unpleasant seem much less so) our comments thereby giving the wrong impression regarding our...
  TweakingYourCoaching.php08-31-2009
 
    MARKETING TRAINING IN THE AGE OF SAMENESS
For nearly the past twenty years, we have been in the Professional Marketing Training business. And that means we have not only had the privilege of teaching practical, best practices processes and
  MktTrainingInTheAgeOfSameness.php08-23-2009
 
    GETTING CHARACTER REFERENCES FOR YOUR BRAND -- AN
Why is it that, whenever we think about differentiating our brand positioning, we automatically think only about the brand's Benefits and Reasons Why? Why do we not just as automatically think about making our Brand Character differentiated - from...
  GettingCharacterReferencesForYourBrand.php08-16-2009
 
    BECOME A CHAMPION OF CUSTOMERS
Are you a champion of customers? Only you can answer that question. Read on...
  BecomeAChampionOfCustomers.php08-09-2009
 
    WHAT'S IN A WORD
If you think about it, we marketers produce compilations of words. We don't make the product underneath our brand (Manufacturing does that); we don't merchandise or display the product in the store (Sales does that); and we don't produce the adv...
  WhatsInAWord.php08-02-2009
 
    GETTING A HANDLE ON MARKETING PRODUCTIVITY
How productive is your marketing? We're not searching for a qualitative answer here. Instead, we want the facts. A key fact is the return on investment (ROI) your marketing produces. But as we have pointed out in past DISPATCHES articles, and you..
  GettingAHandleOnMarketingProductivity.php07-26-2009
 
    SOME QUOTABLE QUOTES
No doubt at some point in your school or business career you have spent time leafing through Bartlett's Familiar Quotations looking for that perfect line to open or close with, to express your meaning in a highly memorable way. But have you ever ...
  SomeQuotableQuotes.php07-19-2009
 
    BRIDGING THE PERFORMANCE GAP
Wonder how productive your marketing is? Don't have a clue? Read on...
  BridgingThePerformanceGap.php07-12-2009
 
    ARTICULATING A STRATEGIC TARGET
Imagine you have just hired a new Brand Manager to take the lead in developing a brand positioning for a major launch. After a few weeks of work with the brand team, this manager presents his thinking on the positioning strategy - Starting with the
  ArticulatingAStrategicTarget.php06-28-2009
 
    GETTING COMMUNICATION CAMPAIGNS TO STICK
A client recently requested us to address the issue of marketers changing campaigns annually.
  GettingCommCampaignsToStick.php06-21-2009
 
    Whatever Happened To High Spend Testing?
We were recently inspired by one of our highly respected clients. He told the true story of how his Brand Team, faced with a significant volume-versus-plan shortfall, made an unusual move: they asked their senior management for more marketing funds
  WhateverHappenedToHighSpendTesting.php06-14-2009
 
    Don't Text Us Bro
New media is on the tongue of many of our clients. It is as if they have fallen out of favor with the traditional and in love with anything non-traditional. This isn't new. It's been going on for a few years now. So, what do we do about it?
  DontTextUsBro.php06-07-2009
 
    What's The Objective?
So often we hear professional athletes - especially those competing for championships - express their need for getting the
  WhatsTheObjective.php05-31-2009
 
    CLIMBING YOUR WAY TO BRAND SUCCESS
We like to use metaphors when teaching brand building concepts and principles to marketing managers. As you know a "metaphor" is using one thing to represent another (among other meanings of the term).
  ClimbingYourWayToBrandSuccess.php05-17-2009
 
    A WORK OF ART
Do you consider your marketing communications a Work of Art? Maybe you should...
  AWorkOfArt.php05-11-2009
 
    ON BEING A MARKETECT
Architects! The word architect comes from the Greek word architektor, meaning “master builder.” Architects design structures and supervise their construction. Marketing is a lot like architecting. Instead of designing and supervising the construc
  OnBeingAMarketect.php05-05-2009
 
    SELLING THE BRAND POSITIONING
SELLING THE BRAND POSITIONING “The Marie’s Difference: Is it the homemade flavor? Is it the ingredients? Is it that adding Marie’s to a recipe transforms something ordinary into something extraordinary? Or that our dips and dressings are fo
  SellingTheBrandPositioning.php05-03-2009
 
    So What Are You Anyway?
What ARE you really? Certainly more than the initial classification would indicate. But what?
  SoWhatAreYouAnyway.php04-26-2009
 
    THE COMPETITIVE STANCE: A TALE OF TWO COMPANIES
It has been over six years since we first raised the notion of brands going to market with a
  TheCompetitiveStance.php04-19-2009
 
    WHO NEEDS TRAINING? WHO DOESN'T?
Ever wonder if you could benefit from a little additional training?
  WhoNeedsTraining.php04-16-2009
 
    Who Do You Work For?
WHO DO YOU WORK FOR? What a silly question! Certainly, you work for the company that pays your salary. And, what's best for them is best for you, the brand and the customer. Or is it?
  WhoDoYouWorkFor.php04-05-2009
 
    TARGETNG - A STRATEGIC DECISION, NOT A VOLUMETRIC
We keep looking for silver linings in the current global economic crisis, right? Perhaps one will be, finally, the broad-based acceptance among Americans that bigger cars, bigger stores, and bigger homes are not really better.
  Targeting-AStrategicDecision.php03-29-2009
 
    Do You Have Brand Loyalty?
When we wrote
  DoYouHaveBrandLoyalty.php03-22-2009
 
    REGISTER NOW FOR THE 2009
Don't delay! Register Now! Available Space Limited!
  RegisterNowFor09Open.php03-12-2009
 
    FIRST DE-POSITIONING, NOW, DE-BRANDING
You’ve no doubt heard the talk in many marketing circles now about brand teams consciously aiming to de-position their major competitor. When successful, it’s a wonderful strategy to improve your brand’s identity at the expense of your competi
  FirstDe-PositioningNowDeBranding.php03-08-2009
 
    Brand Language - Keeping It Simple
As we have discussed in previous Dispatches, getting to a common marketing language is a real challenge. In recent weeks we have found once again how many clients either overload their brand-building "speak" with too many conflicting concepts or ...
  BrandLanguage.php02-22-2009
 
    SOMSurvey-ROI
This is the second article summarizing learning from the BDNI “State of Marketing” Survey, which we undertook with subscribers of DISPATCHES during the second-half of 2008. The purpose of the survey is to gain a fix on how marketing is currently
  SOM2.php02-15-2009
 
    TOTAL QUALITY POSITIONING - Part 2
Two weeks ago we proposed an analogous management strategy to Total Quality Management (TQM). We termed that Total Quality Positioning (TQP). We also postulated that very few companies actually operated with anything close to TQP. This week we...
  TotalQualityPositioning-Part2.php02-08-2009
 
    State of Marketing Survey Results
At the end of 2008 we initiated a survey with you subscribers of DISPATCHES to solicit your thoughts regarding the state of marketing as it is currently perceived and practiced throughout the world. The purpose of the BDNI
  SOM1.php01-31-2009
 
    TOTAL QUALITY POSITIONING
Sometimes, when embarking upon a new year, it makes good sense to look back at some older things … some things we may not have had at the tip-of-the-tongue in recent times but that, nevertheless, still hold value.
  TotalQualityPositioning.php01-25-2009
 
    COMMIT TO DOING MORE WITH LESS
When the economy is booming failures are few and few between. New businesses and products grow and prosper, but what about now?
  CommitToDoingMoreWithLess.php01-19-2009
 
    Boats and Helicopters 2009
We wish everyone a very Happy New Year! As is our practice, we like to begin each new year with an explanation of "Boats and Helicopters".
  Boatsand Helicopters09.php01-11-2009
 
    Christmas Card for 2008
  xmas2008.php12-19-2008
 
    If I Were A Manager Today
Well, we are deep into the holiday season now, and this also means that we are issuing our last Dispatches for 2008. As is common when a year winds down, there is a tendency to want to step back and look at some broader or bigger picture of things.
  IfIWereAManagerToday.php12-14-2008
 
    TIPPING TOWARDS COMMODITIATION
The current economic environment represents a most challenging context, which is exacerbated by the media’s penchant to stoke the fire of fear and anxiety with widespread stories of “doom and gloom.”
  TippingTowardsCommoditization.php12-08-2008
 
    The Perceptual Competitve Framework - You CAN Get
In our brand positioning work with clients, we keep coming back to one of the most innovative and competitively powerful new positioning concepts - the Perceptual Competitive Framework.
  ThePCF-YouCANGetThereFromHere.php11-30-2008
 
    WHEN THE BOUGH BREAKS
Dealing with failure goes beyond the world of politics. It extends into all walks of life from sports to commerce. The current economic news abounds with companies failing to deliver against expectations for growth. And, as a consequence, stock...
  WhenTheBoughBreaks.php11-16-2008
 
    THE THREE - NO FOUR - CLIENT HATS
How often do we find ourselves saying things like, “Let me put my customer hat on,” or “Let me put my regulatory hat on,” or more likely, “Let me play devil’s advocate here”? In so many of our daily business interactions we stop oursel
  TheThreeNoFourClientHats.php11-09-2008
 
    MORE LESSONS FROM POLITICAL MARKETING
On Tuesday, 4 November 2008, we'll be going to the polls in the U.S. to cast our ballot for the 44th president of our crisis laden young nation. A few weeks ago we issued a DISPATCHES article dealing with Lessons from Political Marketing. In our...
  MoreLessonsFromPoliticalMkt.php11-02-2008
 
    HIRING A MARKETECT
We are so fortunate each week to work with marketers from different countries, cultures, categories, and companies. Fortunate because we can learn so much from them. And fortunate because we can see in real time what the marketer-landscape looks...
  HiringAMarketect.php10-19-2008
 
    LESSONS FROM POLITICAL MARKETING
Time is ticking down on the presidential election in the United States. We’re less than one-month away from going to the election booths to cast our vote for our next president. This has been a political battle between two candidates, more so...
  LessonsFromPoliticalMarketing.php10-12-2008
 
    GETTING A COMMON LANGUAGE
Every so often we get asked questions like, “How does Brand Character fit with Brand Essence?” Or “Is the brand’s Market Definition the same as its Source of Volume?” Actually, answering concept-distinction questions such as these requires
  GettyingACommonLanguage.php10-05-2008
 
    Are You Losing Your Pull?
At the time of this writing the economy is teetering on the brink of a meltdown, or so recent business failures, the news media and sell-offs on virtually all the major stock exchanges would suggest. This is not just a U.S. problem but also a world..
  AreYouLosingYourPull.php09-28-2008
 
    Looking For An Add-Vantage? Take A Good Look Arou
Have you ever taken a critical look at the way your company measures market share? Of course, you have accepted that, if your brand is in the antacid category it only makes sense to measure its share of total antacids. But might there not be...
  LookingForAnAdd-Vantage.php09-21-2008
 
    Part B - Compelling Preference
  PartBCompellingPreference.php09-14-2008
 
    COMPELLING PREFERENCE
The mobile phone category is among the most intensely competitive markets, regardless of geographcy...
  CompellingPreference.php09-14-2008
 
    C.O.E. + P-O-D = A WINNING POSITIONING FORMULA
How many benefits are there in your current Brand Positioning Statement? (You do have a Brand Positioning Statement, right?) Chances are there is more than one benefit in that BPS … because today more than ever it is hard for a brand to win - as..
  COE+POD.php09-07-2008
 
    WHEN GREAT IS NOT GOOD ENOUGH
Have you been watching the coverage of the XXIX Olympic games from Beijing? If you are like me you may not be getting as much sleep as you’d like, or need for that matter. In the United States we get early morning coverage and evening coverage...
  WhenGreatIsNotGoodEnough.php08-24-2008
 
    2008 Olympic Swim Results 1
  espnSwim1.php08-24-2008
 
    Keeping An Eye On Reason Why
Sometimes you can sense things in the wind. It seems that, lately, more and more brands are looking for ways to differentiate themselves better via their Reason Why. Actually, this makes good sense. In so many categories leading brands are...
  KeepingAnEyeOnReasonWhy.php08-17-2008
 
    Break Barriers To Get Big Ideas
What is it about being BIG? Everybody wants something BIG. When we go to McDonald’s we all want the BIG MAC. Nobody wants a small Mac. When we go to an amusement park we all want to ride the BIG Wheel, not the mini wheel. We want to...
  BreakBarriersToGetBigIdeas.php08-10-2008
 
    An Idea That Rings True
We are more and more convinced that, in this “age of sameness” where we now live and market our brands, having an idea can be the deal-breaker. It might be a promotion idea, a merchandising idea, an advertising idea. But the more we study ...
  AnIdeaThatRingsTrue.php08-03-2008
 
    Problems With Positioning Pharmaceutical Products
It’s no secret that we at Brand Development Network International work in many sectors and in many parts of the world. One of these sectors is Pharma, namely BIG Pharma (i.e., the pharmaceutical industry). Our learning in the pharmaceutical sector
  ProblemsWithPositioningPharmaProducts.php07-27-2008
 
    BehaviorScan For Your Brand
We’ve always liked that simple, crisp definition of marketing that goes something like this: “Marketing is the science and art of getting target customers to sustain or change their behavior in a way that favors the brand (and, ideally, not the.
  BehaviorScan-ForYourBrand.php07-20-2008
 
    An Interview With Brenda Bence - About You
In our first Dispatches newsletter of 2008, we talked about 10 key trends we believe are changing the landscape for “marketects” all across the globe. As we begin the back half of 2008, we would like to cover another emerging trend in brand-build
  AnInterviewWithBrendaBence.php07-13-2008
 
    Owning Up To Ownability
Whenever we ask clients to identify the criteria they most often set in judging whether an ad campaign is really great, we invariably hear something like “it should be ownable.” Granted, this is not typically the first, nor even among the first,.
  OwningUpToOwnability06-22-08.php06-22-2008
 
    When Will We Get To The Big Idea?
Chances are, you are currently in the hunt for a Big Idea. Whether you’re looking to develop a new product, a new communications campaign, a new promotion, some new merchandising vehicle, whatever, every marketer wants a Big Idea? Whoever heard..
  WhenWillWeGetToTheBigIdea06-13-08.php06-15-2008
 
    HOW TO DEVELOP 1001 CUSTOMER INSIGHTS
No marketer would dispute the importance of discovering customer insights. Customer insights are essential to developing successful new products, strategically competitive positioning strategies and leadership communication campaigns to create...
  HowToDevelop1001CI06-08-08.php06-08-2008
 
    Envied Everywhere
Whenever we ask our clients to name some of the currently running advertising campaigns that they think are to be admired—or even envied—we seem to get fewer and fewer replies. Oh, sure, we still hear about MasterCard’s “Priceless” campaig
  EnviedEverywhere06-01-08.php06-01-2008
 
    More Than A Refresher
There are a number of important reasons why professionals avail themselves of CME programs. No, we are not talking about Continuing Medical Education programs as sponsored by pharmaceutical companies...
  MoreThanARefresher05-18-08.php05-18-2008
 
    Words That Walk With You
We have all been taught, and probably learned from many real-life experiences, that the old adage “A picture is worth a thousand words” is certainly true. And yet, it’s hard not to appreciate the value of the well-turned phrase…
  WordsThatWalkWithYou05-11-08.php05-11-2008
 
    The Skillful Means of Commenting
For the past few weeks we have been focusing our weekly Dispatches ways to improve the direction clients give to their creative agencies - what we refer to as Good Coaching. Developing this skill takes a lot of practice, but even before the actual..
  SkillfulMeansOfCommenting.php05-04-2008
 
    Accountable For Results
Over the years we’ve witnessed erosion in the confidence of marketing by senior executives throughout the business world . This erosion traces to the...
  AccountableForResults.php04-27-2008
 
    How To Coach - When The Work Is Not So Good
As we prepare to conduct our annual “Open” Brand Positioning & Marketing Communications College in Chicago, from May 13th through May 15th, we will again focus this week’s (and upcoming) DISPATCHES ™ on those critical skills that we aim to bu
  HowToCoach-WhenTheWorkIsNotSoGood.php04-20-2008
 
    How Not To Coach
As we prepare to conduct our annual Brand Positioning & Marketing Communications College in Chicago, from May 13th through May 15th, we will focus this week’s as well as our upcoming Dispatches on those critical skills that we aim to build and ...
  HowNotToCoach04-13-08.php04-13-2008
 
    Finding A Better Way
“There is always a better way; it should be found.” An interesting quote. Want to hear more?
  FindingABetterWay04-06-08.php04-06-2008
 
    Plumbing The Depths of Emotion
  PlumbingTheDepthsOfEmotion03-26-08.php03-26-2008
 
    The Open
Have you registered for the upcoming Brand Positioning & Marketing Communication College? Space is limited and filling up quickly.
  TheOpen03-23-08.php03-24-2008
 
    Things You Don't Really Want To Hear
You know the expression, “I really don’t need to hear that”? It usually means that something isn’t going as planned, that the news isn’t all that good. Well, there are times in the creative development process when clients might say ...
  ThingsYouDon'tReallyWantToHear03-16-08.php03-16-2008
 
    It Takes Training to Up Your Game
Starbucks’ is in the news yet again. On February 26 the company closed the doors of its 7,100 U.S. coffee houses for 3-hours (starting at 5:30pm). The reason for the closure was to conduct a nationwide training event designed to energize...
  ItTakesTrainingToUpYourGame03-09-08.php03-09-2008
 
    Positioning At Retail - Some Lessons
More and more, it seems, those of us working to build brands in Fast Moving Consumer Goods look to popular retail brands with admiration—even sometimes with envy! We envy them having a place where target customers can be surrounded by the brand,..
  PositioningAtRetailLesssons03-02-08.php03-02-2008
 
    A Good Offense Is The Best Defense
This week I participated in a communications conference in Paris. I served as a panel member in a discussion regarding the strategic role of marketing communications, and made a presentation on “Leading the Development of More Effective Communicati
  GoodOffense02-24-08.php02-23-2008
 
    Boats and Helicopters
From time to time managers will inquire where we came up with
  BoatsAndHelicopters02-16-2008.php02-17-2008
 
    THE POSITIONING "A" TEAM
We spend so much of our limited thinking time these days on the what of our brand-building efforts, the content of our Brand Positioning Statements, if you will.
  positioning_a_team_2-10-2008.php02-10-2008
 
    Productive Coaching
For a long time now, we have been advising clients to coach their creative resource teams by
  02-03-08ProductiveCoaching.php02-03-2008
 
    Ten Most Critical Positioning Errors - Part IV
Now we arrive at the final installment of our 4-part series identifying what we judge to be “the 10-Most Critical Errors in Brand Positioning.” We have been counting down from number “10” to “1.” ...
  1-27-08TenMostCriticalPosErrors-Part IV.php01-27-2008
 
    (S)electing Your Target
It’s election time! And there’s a buzz in the U.S. marketplace now that hasn’t been heard in quite awhile. Already six states have held primary elections or caucuses and neither the Republican nor Democratic Party has a bona fide front-runner
  SelectingYourTarget01-20-08.php01-20-2008
 
    10 Most Critical Positioning Errors - Part III
This is the third installment of a 4-part series identifying what we judge to be “the 10-Most Critical Errors in Brand Positioning.” We’re counting down from number “10” to “1.” Each issue of DISPATCHES in this series has revealed three
  10MostCriticalPosErrorsPt3.php01-13-2008
 
    Ten Trends
It was 8 years ago this month that we launched Dispatches for e-distribution. And, as with any significant passage of time, much has changed in the fast-moving world of marketing since then. But, it seems to us, the speed of change has ...
  TenTrends01-06-08.php01-06-2008
 
    Christmas Card 2007
Happy Holidays to all our friends.
  xmas07.php12-19-2007
 
    The 10 Most Critical Positioning ErrorsPart2
This is the second installment of a 4-part series identifying what we judge to be “the 10-Most Critical Errors in Brand Positioning.” We’re counting down from number “10” to “1.” Each issue of DISPATCHES in this series will reveal three
  12-16-07TenMostCriticalPosErrors.php12-16-2007
 
    10 Most Critical Positioning Errors
Dave Letterman, host of “The Late Show” with David Letterman, popularized the “top-10” list with his inimitable zany sense of humor. In fact, books have been published with Dave’s lists. What’s the appeal?
  10MostCriticalPosErrors12-9-07.php12-09-2007
 
    Fat Strat Talk
One of the hardest things in getting a compelling and differentiated Brand Positioning Statement or Creative Communication Brief articulated is gaining everyone’s agreement on what we mean by the language we’re using. Some marketing concepts, ..
  FatStratTalk12-02-2007.php12-02-2007
 
    Establish Ownable Positioning
An insightful young marketer participating in one of our Strategic Positioning & Ad College programs came up with this statement about brand positioning: "It is uniquely tied to your brand. If any other brand tried to use the same positioning ...
  OwnablePos2007-11-25.php11-25-2007
 
    Establish Ownable Positioning
An insightful young marketer participating in one of our Strategic Positioning & Ad College programs came up with this statement about brand positioning: "It is uniquely tied to your brand. If any other brand tried to use the same positioning ...
  EstablishOwnablePos2007-11-25.php11-25-2007
 
    Thanksgiving2007
We're taking a break from publishing DISPATCHES this week to enjoy the Thanksgiving holiday with family and friends.
  thanks11-18-2007.php11-23-2007
 
    The 5 C's
Everyone admires a clever strategy, whether it involves something as broad as a Brand Positioning or something as focused as a Communication Strategy. And, as marketers, we are typically quick to assess the success-potential ...
  5Cs-11-11-07.php11-11-2007
 
    Make Yourself Uncomfortable
It’s time to write the weekly DISPATCHES email article. You’d be surprised by how quickly this time comes around. It screams for attention at a time when so many urgent business matters beckon.
  MakeYourselfUncomfortable11-04-07.php11-04-2007
 
    Think Tighter Targeting
Did you ever wonder why you never see Coca-Cola ads in, say ultra-upscale Town & Country magazine?
  10-29-07ThinkTighterTargeting.php10-29-2007
 
    Reason Why Reconsidered
So much press over the past 2-3 years for the Dove Brand and its “Real Beauty” marketing campaign has many of us believing that the brand’s growth is largely attributed to that alone.
  RWReconsidered10-21-07.php10-21-2007
 
    Creative Brief Development - The Importance of Pro
All the functional disciplines establish, pursue and attempt to follow quality processes.
  10-14-07CBDev-TheImportanceOfProcess.php10-14-2007
 
    New Website For Better Servicing
Welcome to our new website. After you've had an opportunity to surf the site, please give us your feedback
  10-06-07NewWebsite.php10-07-2007
 
    POSITIONING - THE CONSUMER IS ALWAYS RIGHT
Long ago when we shopped, we did so with the assurance that retailers would do whatever it took to make us happy. The customer was always right.
  09-30-2007ConsumerAlwaysRight.php09-30-2007
 
    Marketing Excellence - Some Essentials
Ever since the publication of that now classic book, In Search of Excellence, it seems that the excellence concept has been promoted, explored, preached, and generally sought after by serious, growth-driven companies around the world.
  9-23-2007MktExcellence.php09-23-2007
 
    A Perrenial Winner
  01-2006APerrenialWinner.php09-23-2007
 
    OVERCOME CPA
It's amazing the way seemingly previously known or talked about conditions are cropping up in the news and advertisements these days.
  cpa9-16-2007.php09-16-2007
 
    Competitive Framework - Refresher - Part 3
In this week’s Dispatches we conclude our 3-part refresher of the Competitive Framework. And, appropriately, our focus is on the highlight of the 3 parts—creating a perceptual dimension for the brand’s CF.
  CF3-09-09-2007.php09-09-2007
 
    Be Genuine in Giving Feedback
We don’t think that you, the reader, would think of yourself as being someone who is “artificial.” Would you? It is less than flattering to refer to someone as artificial. It would imply that s/he is not real but, instead, what we would call a
  BeGenuine08-26-2007.php08-30-2007
 
    Competitive Framework - Refresher - Part 2
In this week’s Dispatches we conclude our 3-part refresher of the Competitive Framework. And, appropriately, our focus is on the highlight of the 3 parts—creating a perceptual dimension for the brand’s CF. The whole idea of crafting this addi
  CompetitiveFramework7-19-2007.php08-19-2007
 
    RELATIVE AND MEANINGFUL DIFFERENTIATION
We strive for “successful” messaging in our marketing communications. Successful means two things. One, it’s connecting with (potential) customers. Two, it’s achieving a specific behavior needed to drive brand sales. A key to enjoying success
  RelevantAndDifferentiation.php08-12-2007
 
    THE COMPETITIVE FRAMEWORK - A REFRESHER (PART 1)
As we continue to work week after week with clients (across many industries) on their Brand Positioning development, we still find that there is one positioning element many do not fully understand or appreciate: The Competitive Framework. And, as
  CompFramework-Refresher1.php08-10-2007
 
    Selling Out
The term “selling out” refers to someone who is abandoning principles or ideals for money. It’s a failure to give one’s best and make a real difference. Instead, it’s about cashing-in on a popularity or reputation.
  SellingOut.php07-16-2007
 
    Marketing Objective-Some Lingering Questions
Who doesn't admire people who know exactly what they are aiming toward, what they really want to get done?
  MarketingObjectiveQuestions.php07-09-2007
 
    Why Coach?
Longtime readers of DISPATCHES know how committed we are to improving our collective coaching skills.
  WhyCoach6-18-2007.php06-19-2007
 
    Short Subjects
Every so often we have a few, unrelated things to share which are top-of-mind—mainly because our clients bring them up during our weekly engagements.
  dispatch-04-22-2007.php04-22-2007
 
    Building Lasting Relationships
We often hear from marketing managers (particularly outside of consumer package goods categories such as in Medical Devices & Diagnostics, Pharmaceuticals, Financial Services, etc.) that their company’s competitive advantage resides in the special.
  BuildingLastingRelationships03-18-07.php03-18-2007
 
    Fight Commoditization
oday, with the exception of some notable disruptions (such as the IPOD), we face commoditization of markets and with it the erosion of brand loyalty. Among the most influential factors contributing to commoditization are: the age of sameness...
  FightCommiditization06-25-06.php06-25-2006
 
    Things You Don't Really Want To Hear
You know the expression, "I really don’t need to hear that"? It usually means that something isn't going as planned, that the news isn't all that good. Well, there are times in the creative development process when clients might say ...
  things_dont_want_hear03-16-2006.php03-16-2006
 
    Give Your Brand Meaning
  01-26-06GiveYourBrandMeaning.php01-26-2006
 
    Psygraphics For Tigher Targeting
  01-18-04PsychographicsForTighterTargeting.php01-18-2004
 
    PROPOSITIONING VERSUS REPOSITIONING
  PropositioningVsRepositioning.php04-15-2001
 
    Give Your Brand Meaning
At a recent client marketing awards program Tom Carroll, Vice Chairman, TBWA Worldwide, spoke of the need to
  GiveYourBrandMeaning01-23-06.php01-01-1990
 
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