GETTING CHARACTER REFERENCES FOR YOUR BRAND - AN UPDATE

Why is it that, whenever we think about differentiating our brand positioning, we automatically think only about the brand's Benefits and Reasons Why? Why do we not just as automatically think about making our Brand Character differentiated - from other brands in our company's portfolio and, even more critical, from competitive brands? We think the answer, more times than not, has to do with the ineffective "languages" we typically use to express our brand's character. We need other modes of expression to get this all-important job done right. This week we offer an updated version of Dispatches we first issued in 2002. If you find this helpful for your brand, you might also want to consider attending our upcoming Brand Positioning & Marketing Communications College (May 1-3, 2007 in Chicago -- see our website for details) ...where we will delve into the challenge of Brand character development even more.

The Dispatch for March 11, 2007 can be found here:
GettingCharacterReferencesForYourBrand2007.pdf (PDF File)