Your logo is a symbol representing your brand or organization, the brand’s face to the public. It comprises words, images, and colors. Your brand’s logo is vital to marketing success. In addition to serving as the face of your brand, logos serve additional purposes, among are: Creating an identity that sparks instant recognition Differentiating your […]
Read More
Establishing relevant, meaningful differentiation that drives “preferentiation” is essential to creating marketing success in the absolute and relative to your competition. But what does this marketing principle mean? Relevant Differentiation without relevance is meaningless. Worse, it’s odd. It’s weird. Prospective customers will ignore it at best and turn them off at worst. Relevance speaks to satisfying […]
Read More
Today, 30 May 2022, is Memorial Day. Memorial Day is not just a long holiday weekend for our pleasure. It is a time when we remember and honor military personnel who sacrificed with their lives so that we might enjoy life, freedom, and an elusive world of lasting peace—people like my Grand Uncle, Joseph Giardina. […]
Read More
This article isn’t about failing to launch to the moon, the earth’s atmosphere, or your seat during an unproductive meeting. Instead, it’s about failing to launch new products successfully and establish leadership brands. Many of our clients have a business model that requires the successful launch of new products to fuel growth. The new products […]
Read More
I cautioned my client about the need to “resist drift.” We completed the development of alternate Brand Ideas. The next step is to investigate the appeal of each in the absolute and relative to each other. This step often requires translating the Brand Idea into a familiar framework for the research organization and client company. […]
Read More
I recently wrote a Marketing Matters article, AVOID PLAYING THE BLAME GAME. (If you missed it, you could find it here http://bdn-intl.com/avoid-playing-the-blame-game ) One of our readers wrote back and stated that he expected me to talk about “blaming the agency.” Why not? Marketers do it all the time. Haven’t you? Think about it; most advertising sucks! […]
Read More
The blame game is perhaps one of the most popular and widely played games in the world. It is front and center daily in politics. Is it not? Consider, for example, the rampant inflation that our nation and others are experiencing. What is the cause? Our “leaders” are blaming it on their predecessors; they claim […]
Read More
We celebrate International World Book Day on 23 April. It’s the UNESCO (United Nations Educational, Scientific and Cultural Organization) organized day to recognize and promote the benefit of reading books. The date is rather auspicious. It marks the day that several prominent authors were either born or died, such as Will and Miguel (that’s Shakespeare […]
Read More
There are a many special religious holidays in April—Rama Navami (Hindi), Ramadan (Muslim), Passover (Jewish), and Easter (Christian), among others. Accordingly, we are not publishing a new DISPATCHES’ article on Monday, 18 April, as we celebrate the Easter Holiday with our families and friends. Look for a new issue of DISPATCHES next week. Joyous holidays […]
Read More
I’m not bragging. I’m just proud of myself for doing what I didn’t believe I could do. My doctor wants me to add five pounds of muscle for better metabolic health—specifically to enhance my insulin sensitivity. “No way,” I told him. How does a 74-year-old who has exercised his entire life going to add muscle? […]
Read More