Sunday, November 25, 2007

Establishing Ownable Positioning

An insightful young marketer participating in one of our Strategic Positioning & Ad College programs came up with this statement about brand positioning: "It is uniquely tied to your brand. If any other brand tried to use the same positioning it would be false." Inherent in this statement is the noble ideal of an ownable, competitive and enduring positioning. We refer to it as "Power Positioning".

The DISPATCHTM for November 25, 2007 can be found here:

EstablishOwnablePositioning.pdf (PDF File)

Sunday, November 18, 2007


We are taking a break from publishing DISPATCHES this week to enjoy the holiday with our friends and family. We'll be back next week.

BDN International Team:
Richard Czerniawski, Mike Maloney, Dave Roche, Lori Vandervoort, Brenda Bence, Sherry Greve, Donna Budreau, Vince Sevedge and Patty Dighero

The DISPATCHTM for November 18, 2007 can be found here:

Happy Thanksgiving 2007.pdf (PDF File)

Sunday, November 11, 2007

THE 5 C's

Everyone admires a clever strategy, whether it involves something as broad as a Brand Positioning or something as focused as a Communication Strategy. And, as marketers, we are typically quick to assess the success-potential (as well as the possible shortcomings) of any strategy as soon as it is presented. But have you ever been presented with a strategy that was unclear, incomplete, inconsistent, non-competitive, all-inclusive...or all of the above? If so, it is highly likely that you failed to appreciate its strategic value because it was technically flawed. This week we take a look at one of our "most requested" assessment tools, The 5 C's of Technical Competence. Take a look and see if you don't agree that making your brand's strategic thinking more technically sound will also make it better.

The DISPATCHTM for November 11, 2007 can be found here:

5Cs.pdf (PDF File)

Sunday, November 04, 2007


It's time to write the weekly DISPATCHES email article. You'd be surprised by how quickly this time comes around. It screams for attention at a time when so many urgent business matters beckon.

The DISPATCHTM for November 4, 2007 can be found here:

MakeYourselfUncomfortable.pdf (PDF File)