Wednesday, December 19, 2007
Sunday, December 16, 2007
10 MOST CRITICAL POSITIONING ERRORS - PART II
This is the second installment of a 4-part series identifying what we judge to be "the 10-Most Critical Errors in Brand Positioning." We're counting down from number "10" to "1." Each issue of DISPATCHES in this series will reveal three critical errors, their causal factors and the resultant impact on brand marketing.
The DISPATCHTM for December 16, 2007 can be found here:
It is also available in PDF here:
Monday, December 10, 2007
10 MOST CRITICAL POSITIONING ERRORS
Dave Letterman, host of "The Late Show" with David Letterman, popularized the "top-10" list with his inimitable zany sense of humor. In fact, books have been published with Dave's lists. What's the appeal?
The DISPATCHTM for December 10, 2007 can be found here:
Monday, December 03, 2007
One of the hardest things in getting a compelling and differentiated Brand Positioning Statement or Creative Communication Brief articulated is gaining everyone's agreement on what we mean by the language we're using. Some marketing concepts, like Brand Essence, have different meanings in different companies. But an even bigger barrier to clear communication in strategy development lies in marketers’ use of "fat" words and expressions…those that have only the vaguest of meanings or, due to overuse, have lost any meaning they originally had. This week we take a look at some of the more commonly heard (and written) fat language - what we're calling "fat-strat" talk. The idea in doing this is pretty simple: expose it and stop it!
The DISPATCHTM for December 2, 2007 can be found here: