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, "What do you expect? There are too many brands in our category with equally good performance." That's certainly true, but it's not the real reason why there is less emphasis on winning. The real reason is that not enough brand teams are putting their brands and their teams in a position to win.
________________________________________

Select your preferred method of viewing below and click on (or copy and paste into your address bar) the appropriate link.
Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

________________________________________

The DISPATCHESTM for March 4, 2012 can be found here:
http://www.bdn-intl.com/PuttingYourTeamInAPositionToWin.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=391

It is also available in PDF here:
http://www.bdn-intl.com/uploads/PuttingYourTeamInAPositionToWin.pdf

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, “When are we getting to the BIG Idea?” Back then we believed it was a judgment of relative value as in one idea proves to be more fruitful than another. There are ideas, and then there are really big ideas. But we’ve come to learn that’s part of it but there’s more to it, much more. Chances are you are searching for the BIG Idea. Nearly everyone is in search of a BIG Idea these days. Nobody wants little ideas. Even small brands and companies want, and need, BIG ideas.
________________________________________
To view this article in its entirety directly from our website, please click on (or copy and paste in your address bar) the appropriate link below. Notice that we have provided not only a direct link to our website but a link to a hand-held version, and finally a pdf version.

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).
________________________________________
The DISPATCHESTM for February 26, 2012 can be found here:
http://www.bdn-intl.com/GettingToTheBigIdea-PtI.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=390

It is also available in PDF here:
http://www.bdn-intl.com/uploads/GettingToTheBigIdea-PtI.pdf

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 emotional need-benefit that their brand delivers. That's what we hope to change with this week's article.
________________________________________
To view this article in its entirety directly from our website, please click on (or copy and paste into the address bar) the appropriate link below. We have also provided a pdf link and a hand-held device link if either of those is your preferred method of viewing.

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).
________________________________________
The DISPATCHESTM for February 19, 2012 can be found here:
http://www.bdn-intl.com/HookedOnAFeeling.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=389

It is also available in PDF here:
http://www.bdn-intl.com/uploads/HookedOnAFeeling.pdf

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 emotional need-benefit that their brand delivers. That's what we hope to change with this week's article.
________________________________________
To view this article in its entirety directly from our website, please click on or copy and paste in the address bar) the appropriate link below. We have also provided a pdf link and a small hand-held device link if either of those is your preferred method of viewing.

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).
________________________________________
The DISPATCHESTM for February 19, 2012 can be found here:
http://www.bdn-intl.com/HookedOnAFeeling.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=389

It is also available in PDF here:
http://www.bdn-intl.com/uploads/HookedOnAFeeling.pdf

HOW TO JUDGE SUPER BOWL ADS

So, what did you think about the Super Bowl commercials? Have a favorite? Is your favorite just entertaining or does it really sell? Read on to learn just how to judge an ad.

To view this article in its entirety directly from our website, please click on (or copy and paste in your address bar) the appropriate link below. There is also a link to a handheld device as well as a pdf version.

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

The DISPATCHESTM for February 12, 2012 can be found here:

HOW TO JUDGE SUPER BOWL ADS

A printer / handheld friendly version can be found here:

HOW TO JUDGE SUPER BOWL ADS

It is also available in PDF here:

HowToJudgeSuperBowlAds.pdf (PDF File)

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 brand positioning (despite having a product that, in testing, may not really be that much more effective at athletic/workout thirst-quenching and replenishment than some other brands). Once again, we find Gatorade making a high-probability-of-success marketing move: introducing their new ad campaign, “Win From Within.” And best of all, this campaign continues the brand’s implementation of its “winning” brand positioning.

To view this article in its entirety directly from our website, please click (or copy and paste in your address bar) the appropriate link below. We have also provided a hand-held device link if that is your preferred method of viewing. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

The DISPATCHESTM for February 5, 2012 can be found here:
http://www.bdn-intl.com/GatoradeNewCampaign.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=387

A pdf version can be found here:
http://www.bdn-intl.com/uploads/GatoradeNewCampaignLooksLikeWinner.pdf

NEW YEAR'S RESOLUTIONS FOR MARKETERS

We, at BDNI are dedicated to sharing our learning and experiences, gleaned from working with leadership companies and brands throughout the world, to "making marketing matter." This issue offers some potential "New Year's Resolutions for Marketers" for your consideration.

To view this article in its entirety directly from our website, please click (or copy and paste in your address bar) the appropriate link below. We have also provided a hand-held device link if that is your preferred method of viewing. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).
________________________________________
The DISPATCHESTM for January 15, 2012 can be found here:
http://www.bdn-intl.com/NYResolutionsForMarketers.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=384

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 these words to make more memorable a best marketing practice. This time, however, we're proposing a word that makes more memorable -- even better, more obvious -- one of our most frequent marketing shortcomings; namely, calling something an insight that isn't an insight. So, allow us to introduce the unsight.

To view this article in its entirety directly from our website, please click (or copy and paste in your address bar) the appropriate link below. We have also provided a hand-held device link if that is your preferred method of viewing. And finally, we have provided a link to a pdf copy. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).
________________________________________
The DISPATCHESTM for December 4, 2011 can be found here:
http://www.bdn-intl.com/InsightOrUnsight.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=383

It is also available in PDF here:
http://www.bdn-intl.com/uploads/InsightOrUnsight.pdf

CONNECT WITH FEELING

What do we mean by "Connect With Feeling" and what does that have to do with Marketing anyway? Read on...
________________________________________
In order to provide you your preferred version of our DISPATCHES we have supplied the following links: To view this article in its entirety directly from our website, please click on the first link below. We have also provided a printer/handheld link and a pdf link. Depending upon your personal computer setup it may be necessary to copy and paste the link into your address bar.

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).
________________________________________
The DISPATCHESTM for December 11, 2011 can be found here:
http://www.bdn-intl.com/ConnectWithFeeling.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=381

It is also available in PDF here:
http://www.bdn-intl.com/uploads/ConnecWithFeelings.pdf

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 "blocking and tackling"? Given their absolute necessity, you would think, then, that the fundamentals get executed about 99% of the time. But they don't, do they? Because we are human, and subject to forgetfulness (sometimes laziness?) and so on, we forget or get sloppy with our fundamentals. Take one of the most obvious ones in business and in marketing: clearly and precisely stating the objectives each and every time we begin work. That's one that we would like to re-visit this week.
________________________________________
To view this article in its entirety directly from our website, please click (or copy and paste in your address bar) the appropriate link below. We have also provided a hand-held device link if that is your preferred method of viewing. And finally, we have provided a link to a pdf copy. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).
________________________________________
The DISPATCHESTM for December 4, 2011 can be found here:
http://www.bdn-intl.com/TheCXreativeBrief-WhatIsTheObjective.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=380

It is also available in PDF here:
http://www.bdn-intl.com/uploads/TheCreativeBrief-WhatIsTheObj.pdf

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...

To view this article in its entirety directly from our website, please click on (or copy and paste the address) the first link below. We have also provided a handheld link if that is your preferred method of viewing. And finally, we have provided a link to a pdf version if that is your preferred method of viewing. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

------------------------------------------------------------------------------

The DISPATCHESTM for November 27, 2011 can be found here:
http://www.bdn-intl.com/AnotherMarketect.php


A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=379

It is also available in PDF here:
http://www.bdn-intl.com/uploads/AnotherMarketect.pdf

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 also give us a chance to share something particularly insightful that we have read - something written by another marketer whose opinion we respect. That's the case this week as we reprise some excerpts from two, recent editorials in Advertising Age - along with our take on them, naturally.
________________________________________
To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a handheld device version and a pdf link if that is your preferred method of viewing. As always, if should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).
________________________________________
The DISPATCHESTM for November 13, 2011 directly from our website can be found here:
http://www.bdn-intl.com/TwoEditorials.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=378

It is also available in PDF here:
http://www.bdn-intl.com/uploads/TwoEditorials.pdf

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, "If same-o, same-o is not effective then why is nearly everyone in the category messaging the same way?"
________________________________________

To view this article in its entirety select your preferred viewing venue and click on the appropriate link or simply copy and paste into your address bar. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).
________________________________________

The DISPATCHESTM for November 6, 2011 directly from our website can be found here: http://www.bdn-intl.com/ItIsSame-OAllOverAgain.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=377

It is also available in PDF here:
http://www.bdn-intl.com/uploads/SameO-SamO2.pdf

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 ideas: product, packaging, promotion, communication and so on. And yet it seems that in so many categories and classes of products today there aren't enough ideas. Too many marketing initiatives look the same. Maybe it's time for a new model for the marketing organization - a new idea for setting up and running an idea-driven marketing function.
________________________________________
To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a Hand-held device link and a pdf link if either is your preferred method of viewing. You may either click on the link or copy and paste into your address bar for viewing.

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).
________________________________________
The DISPATCHESTM for October 30, 2011 can be found here:
http://www.bdn-intl.com/ANewIdeaForMktOrg.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=376

It is also available in PDF here:
http://www.bdn-intl.com/uploads/ANewIdeaForMktOrg.pdf

SAME-O, SAME-O

What's the meaning of "same-o, same-o?" It's an idiom used to express "same-old, same-old." It refers to doing something in the same way we've always done it or the same way everyone else is doing it. It is not a positive connotation. In fact, it suggests that the action, and/or result, is rather uninspiring, routine, dull.
___________________________________________

To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a hand-held device version as well as a pdf link if that is your preferred method of viewing.

You may need to copy and paste into your address bar the following links. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

________________________________________

The DISPATCHESTM for October 23, 2011 can be found here:
http://www.bdn-intl.com/SAmeO-SameO.php


A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=375


It is also available in PDF here:
http://www.bdn-intl.com/uploads/SameO-SameO.pdf

STATING THE MARKETING OBJECTIVE: SAY (PRECISELY) WHAT YOU MEAN!

You've heard the old saying, "Say what you mean, and mean what you say," right? It's a catchy turn of two similar sets of words with two meanings: (1) be precise in communicating your meanings, and (2) stand behind them once they're communicated. The saying obviously has broad application - especially regarding the ethics of everyday living. But, it also has real relevance for those of us in Marketing, which is definitely in the business of effective, genuine communication. This week we apply the principle of "saying what you mean" to that most fundamental of marketing tasks: articulating the brand's Marketing Objectives.
________________________________________

To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a hand-held device version as well as a pdf link if that is your preferred method of viewing.

You may need to copy and paste into your address bar the following links. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

________________________________________

The DISPATCHESTM for October 16, 2011 can be found here:
http://www.bdn-intl.com/StatingMktObjPrecisely.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=374

It is also available in PDF here:
http://www.bdn-intl.com/uploads/StatingTheMktObjPreciselyt.pdf

A TRIBUTE TO “THE MARKETECT OF OUR GENERATION”

On Thursday, 6 October 2011, Steve Jobs, founder and soul, of the Apple Corporation, passed away. People from all walks of life, children to corporate leaders and, even world leaders, have been paying tribute to him, his memory and his many contributions to technology and society. He touched many lives and inspired tens of millions with innovative products that he created to change the world. He has been hailed as a creative genius, an icon, an innovator, a visionary, and a successful entrepreneur. He has been compared to Thomas Alva Edison, Alexander Graham Bell, to name just a couple from the handful of greats who have made a real difference in our lives.

We're using this issue of DISPATCHES to honor Steve Jobs too. We honor him as "The Marketect of Our Generation." A Marketect is one who changes how customers perceive a category (to favor his/her brand). A Marketect remakes and/or creates entire industries and categories. Steve Jobs is such a rare person. He transformed technology, music, media and retailing to build one of the most valuable and admired companies in the world. He was a true Marketect, and remains an inspiration to all marketers who want to make a difference.

Our tribute to Steve Jobs is to have him speak for himself about the core values of the company he created. We are sharing a video of him introducing the "Think different" campaign. In it he explains that marketing is about "values," and goes on to relate Apple's core value, which is "we (Apple) believe that people with passion can change the world for the better." The "Think different" campaign honored people who have changed the world. We honor Steve Jobs for he has lived his beliefs and values to change our world. We will miss him.

Marketers everywhere, honor Steve Jobs through your passion to change the world. Be inspired by the late Mr. Jobs to "think different." Think, and act, like a Steve Jobs, "The Marketect of Our Generation."

Click on the link below (or copy and paste in your address bar) to see the video.

http://www.youtube.com/watch?v=dR-ZT8mhfJ4