Monday, October 29, 2007


Did you ever wonder why you never see Coca-Cola ads in, say, that ultra-upscale Town & Country magazine? Or, for that matter, in Gourmet magazine? What’s wrong with those Coke marketers—don’t they realize that many readers of those magazines also drink Coke, at least sometimes?

The DISPATCHTM for October 29, 2007 can be found here:

ThinkTighterTargeting.pdf (PDF File)

Sunday, October 21, 2007


So much press over the past 2-3 years for the Dove Brand and its "Real Beauty" marketing campaign has many of us believing that the brand's growth is largely attributed to that alone. But, in fact, the Dove Brand has another, often overlooked, "ingredient" in its success formula: "1/4 moisturizing cream." When you think about it, this simple but differentiated Reason Why has enabled Dove and its mildness Benefit to enter many new categories with quick uptake. It’s a little like what Arm & Hammer did some years back with its baking soda Reason Why and freshening Benefit. So often in our brand-building efforts, however, we forget about the power of a brand's Positioning Reason Why. This week we try to rekindle a renewed focus against this critical positioning element.

The DISPATCHTM for October 21, 2007 can be found here:

RWReconsidered.pdf (PDF File)

Monday, October 15, 2007

Creative Brief Development - The Importance of Process

In direct response to the feedback from last week's article, you will notice that we now offer the weekly DISPATCHES in 3 separate formats each with its own advantages. First, the reader may click on the php link which actually takes you directly into our website where you are able to read "live". The advantage being that all the links within the body of the article respond immediately taking him/her to that page or information with a minimum of effort. Secondly, we are again offering the article in pdf format as you are used to seeing in the past. The advantage here is to save it to read at a later time. And thirdly, we are still offering our Blog link which gives the reader easy access to commenting directly or even establishing an ongoing dialogue with us.

Please continue to give us your feedback as we endeavor to improve our service to you. You may direct your comments to Lori Vandervoort at or call 800-255-9831 (620-431-0780).

The DISPATCHTM for October 15, 2007 can be found here:


It is also available in PDF here:

CBDev-TheImportanceOfProcess.pdf (PDF File)

Sunday, October 07, 2007


Welcome to our new website. After you've had an opportunity to surf the site, please give us your feedback. We're anxious to hear what you think. You can go directly to this week's article by clicking on the link below.