Sunday, August 12, 2007

RELATIVE AND MEANINGFUL DIFFERENTIATION

We strive for "successful" messaging in our marketing communications. Successful means two things. One, it's connecting with (potential) customers. Two, it's achieving a specific behavior needed to drive brand sales. A key to enjoying success is to offer a message that is relevant to the target. That's the connection part. But it is not enough to merely be relevant.


The Dispatch for August 12, 2007 can be found here:

RelevantAndMeaningfullyDifferentiated.pdf (PDF File)

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