The quote “Hit ‘em where they ain’t” is taken from baseball. No, it wasn’t uttered by Yogi Berra, the late, great, Baseball Hall of Fame, Yankee catcher known for his aphorisms, malapropisms, and Yogi-isms, such as “If you can’t imitate him, don’t copy him.” Instead, it was voiced by William “Wee Willie” Keeler at the […]
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res-o-lu-tion (noun) – decision that reflects a determination to accomplish something important to you Happy New Year 2022! It’s time to leave our shell and enter another that will contribute to our continued growth. We’re back with an article I wrote several years ago and re-released each year to kick off the New Year! It deals with resolving to […]
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Dear friends, 2021 has been a year of progress with life returning to a higher degree of normalcy—at least in Florida and Texas where we reside. We’ve begun traveling for work and pleasure. We’ve reunited with family, friends, and colleagues. While we still have a way to go until we’re not throttled by news of […]
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We’re taking a break from writing and publishing DISPATCHES until the start of the New Year. This is a republication of the article “Feed(back) and Grow,” published in 2019. We hope you will find it informative and thought-provoking. New issues of DISPATCHES will appear beginning on January 10, 2022. We need feedback to grow. According […]
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Dear Friends, We’re taking time off from writing and publishing DISPATCHES and Marketing Matters this week to celebrate our US Thanksgiving holiday with family and friends. It’s the one day established to express gratitude for our many blessings. However, we did not want this opportunity to pass without wishing you a Happy Thanksgiving holiday. If […]
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We recently shared the purpose and importance of developing a benefit ladder. Additionally, we identified how to create one correctly. For a refresher, click here: http://bdn-intl.com/climbing-the-benefit-ladder. In this issue, we share ways to apply the benefit ladder to enhance your strategic thinking and help identify ways to make your brand more competitive. Creating a brand ladder […]
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It seems we can never have enough help when it comes to organizing our thinking. As one of our favorite authors says—via his main character–in one of his novels, “I never know (for sure) what I think until I see what I say.” Writing down your thoughts and “displaying” them with colleagues always invites helpful dialogue and, […]
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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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Have you noticed (if you watch any traditional cable or dish TV shows, of course you have) how much more dominant, repetitive, and yes, annoying than ever in recent memory have become the ads for two categories of products–Insurance and Pharma? Within Insurance, perhaps none is more relentlessly brow-beaten into us than the Liberty Mutual […]
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Differentiation is fundamental to marketing success. It aids in transforming a product into a brand and for a brand to stand out from the extensive crowd of homogenous products. However, it is not differentiation for the sake of merely being different. Something may be different but fail to make a positive impression on target customers […]
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