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).
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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).
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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...
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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).
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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.
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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).
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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).

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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.
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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).
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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?"
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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).
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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.
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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).
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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.
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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).

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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.
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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).

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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

THE MARKETING PLAN AND PROCESSING PROCESS

This week we invite you to take a deeper, more insightful look at the proverbial Marketing Plan.

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To view this article in its entirety select the version below you wish to view, then copy and paste the appropriate 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).

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The DISPATCHES^TM for October 2, 2011 viewed directly from our website can be found here:
http://www.bdn-intl.com/MktPlanAndProcessingProcess.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=373

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

THE REAL MEANING OF THE "ER" IN MARKETER

We one had a client who said to us, "We're the leaders in this category. We have set the category standards for many years. And when it comes to brand positioning, we do this pretty darn well." Our response was maybe not what you might expect: "Yes, we know. But how much better could you do? What would it take to achieve even more?" In sports, in business, in life, it is always a good thing to savor the achievements one has already accomplished. But it's also a good thing to keep looking for ways to aim higher, to do even better, even more. That's our theme for this week's DISPATCHES.

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To view this article in its entirety select the version below you wish to view, then copy and paste the appropriate 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).

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The DISPATCHES^TM for September 18, 2011 can be found here:

http://www.bdn-intl.com/TheRealMeaningOfTheERinMkt.php

A printer / handheld friendly version can be found here:

http://www.bdn-intl.com/printpage.php?id=372

It is also available in PDF here:

http://www.bdn-intl.com/uploads/TheRealMeaningOfERinMkt.pdf

THE MOST IMPORTANT P IN MARKETING

Today we bring you your DISPATCHES in a totally new format - a Podcast. This should easily download to whatever portable device you opt to view it on. You will need Quick Time in order to view it and we have provided a link to obtain it if you don't already have it. Should you experience any difficulty, please contact our Central Division Office at 800-255-9831 (620-431-0780) or email Lori Vandervoort at lorivan@bdn-intl.com. We hope you enjoy your podcast. Let us hear from you.

Click on the link below or copy and paste in your address bar:

http://www.bdn-intl.com/podcasts.php

PRODUCT PERFORMANCE - To Insist or Accept - That is the Question

You may be too young to remember, but back in the 1970's one of the best-selling books around was one titled, I'm OK, You're OK. As the title suggests, this book about personal relationships aimed to get more of us to accept that none of us is perfect, and that each of us is worthy of being perceived and acknowledged as "OK." It seems to us that, more and more these days, marketers everywhere are adopting a similar philosophy - not about their peers but about their brands - more specifically their products. To us, this is a troubling trend. To win in the marketplace, "My product is OK, your product is OK" won't cut it. Read on.

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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).

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The DISPATCHESTM for August 28, 2011 can be found here:

To view directly from our website:
http://www.bdn-intl.com/ProductPerformance.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=371

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

ProdPerformance.pdf (PDF File

BRIDGING THE PERFORMANCE GAP

Please enjoy this oldie but goodie from our archives.


How productive is your marketing? If you are like 90 % of the marketers we surveyed in our State of Marketing study you really ...
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To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a pdf link if that is your preferred method of viewing. And finally, we have provided a link to our Blog where your comments are always welcome.

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 ).




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The DISPATCHESTM for August 14, 2011 can be found here:

BRIDGING THE PERFORMANCE GAP

A printer / handheld friendly version can be found here:

BRIDGING THE PERFORMANCE GAP

It is also available in PDF here:

BridgingThePerformanceGap.pdf (PDF File)