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 […]
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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 […]
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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! […]
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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 […]
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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 […]
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Marketing and, for that matter, all business is a probability game. A chance occurrence can dash the best thought-out plans and decisions. If you doubt us, think for a moment about the adverse impact Covid has had and continues to have on the economies of nations, businesses, and families. However, this article is not about […]
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Johnson & Johnson’s “Our Credo” turned 80-years last week, prompting me to reminisce about its architect, James Burke, and the DISPATCHES’ article I wrote about him. This article is not only apropos of the birthday of the “Our Credo” but lessons on leadership. It appears that sound leadership is uncommon. On the world political stage, […]
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We classify, or categorize, things so we may better study, understand and, perhaps, utilize them. Classification is somewhat of a creative exercise. For example, we may classify businesses by size, industry served, profitability, public or private, and so forth. Similarly, we may classify brand positioning strategies to identify important distinctions to assist us in what we do and […]
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This DISPATCHES’ article is an adaptation of an annual update on judging not just Super Bowl advertising but also any advertising professionally. It focuses on one critical element driving ad effectiveness—the Campaign Idea. Super Bowl LVI will kick off on Sunday, 13 February, to decide the NFL’s 2021 season champion. It pits the Cincinnati Bengals […]
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core competence: noun. 1. A skill needed in order to be successful at a job or other activity; 2. A particular knowledge or expertise that gives a business a competitive advantage. Working with so many client companies over the years, we have often run into the classic “core competency study.” Typically, this has happened when a […]
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