AN IDEA THAT RINGS TRUE

We are more and more convinced that, in this "age of sameness" where we now live and market our brands, having an idea can be the deal-breaker. It might be a promotion idea, a merchandising idea, an advertising idea. But the more we study parity-performing brands across many categories and classes, the more we see brands with advertising ideas getting ahead of their competitors who do not. Oh, there's just one more thing: not just any idea will lead to this getting ahead. It typically takes an idea that rings true with the customer or consumer. This week we take a look at this all-important distinction.

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The DISPATCHES^TM for August 3, 2008 can be found here:

AN IDEA THAT RINGS TRUE

It is also available in PDF here:

AnIdeaThatRingsTrue.pdf (PDF File)