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)


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