Repurpose Your Advertising

Why do you advertise? To generate buzz? To be get target-customers to like your advertising? To inform? Entertain? Do you advertise because that’s what is expected of marketing? Because it’s part of your job description? Perhaps, you advertise because it’s what the business has always done? Is it to generate awareness? Inspire you sales force? […]

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When Brand Positioning Happens—Right Before Your Eyes!

Working recently with a healthcare client brought to the forefront an age-old truth about brand positioning: namely, creating a winning positioning is essential—and admirable; but being unable to execute that positioning in the marketplace, for whatever reasons, makes all for naught.  Brand positioning strategies don’t do much for us if they remain locked in our […]

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Confusing Volumetric Targeting With Strategic Targeting

“What makes a target “strategic,” of course, is the same thing that makes any business approach or method strategic—it is consciously chosen to secure a competitive advantage.  So many marketers are trained to engineer meaningful differentiation (for a competitive advantage) into the benefits or reasons why within their brand positioning, but not so many appreciate […]

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ON BECOMING BRAND PRESIDENT – Part-2

This is Part-2 of our two-part series “On Becoming Brand President.” Part-1 addressed the advantages of Brand Management versus alternate titles/roles and systems, and the role of Brand President. This, Part-2, covers the importance of “thought leadership” and shares thought leadership practices essential to becoming Brand President and earning a seat at the table with […]

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ON BECOMING BRAND PRESIDENT – Part-1

This is Part-1 of a two-part series “On Becoming Brand President.” Part-1 addresses the advantages of Brand Management versus alternate titles and systems, and the role of Brand President. Part-2, which will follow next week will cover the importance of “thought leadership” and share thought leadership practices in becoming Brand President and earning a seat […]

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The Ten Commandments (For Advertising that Works)

Fumbling through an old file, we came across a set of principles, circa late 1980’s, that were in force at Frito-Lay around that time.  The subject was advertising, more specifically, proven principles that, when followed, time and again resulted in advertising that worked…that demonstrably contributed to building the business.  Some of these principles were no […]

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#10 Keywords To Bolster Marketer Success – Part 2

“key·word (ˈkēˌwərd) noun a word or concept of great significance” This is the second article in a two-part series about the keywords and phrases that are critically important to bolster your personal development and success as a marketer. Part-1 covered 5-keywords and phrases. This issue of DISPATCHES covers the remaining 5. Keep in mind that […]

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Resolutions for Marketers

 res-o-lu-tion (noun) – decision that reflects a determination to accomplish something important to you Happy New Year! We’re back with an article we’ve republished over the last few years to kick off the New Year!! We hope you enjoyed a wonderful holiday season and are looking forward to a terrific 2018. When it comes to the New Year […]

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